In the grocery industry, with the digital shift comes the buyer’s slide, where we find consumers sliding between behaviors over time, based on changing inner ideas of preference and value.
For example, fascinating patterns are observable in the way people buy, pay and receive their grocery orders now, with online ordering and curbside pickup emerging as increasingly popular choices, even though the the majority of grocery purchases are still made in stores.
According to the PYMNTS study The connected consumer in the digital economy: who wants to live in a digital connected economy – and why? we remember that 91% of grocery shoppers continue to shop in the store and pay there, but there are more factors related to food.
Unlike other groups, digital-first grocery shoppers are more likely to purchase their groceries online and pick them up curbside, “followed closely by ordering and ordering them online. having them dropped off at their doorstep. Our research shows that 36% of consumers order their groceries online for curbside pickup, while 35% order them for home delivery.
The study adds that âMobile apps, websites and aggregators play a particularly central role in how connected consumers interact with restaurants. Not only 56% of consumers now place orders through restaurant websites or mobile apps, but 41% also use aggregators like Grubhub, Uber Eats, and DoorDash. “
It also extends to non-food products. Finding that 18% of all shoppers make retail purchases online at least once a week (4% do so daily), The Connected Consumer In The Digital Economy found correlations in the way items are received, also , such as âshopping online curbside or in-store pickup is also common, with 34% and 33% of consumers doing so, respectively. Others use digital retail subscriptions or order online for same-day delivery through aggregators. “
Get the study: The connected consumer in the digital economy: who wants to live in a connected digital economy – and why?
The new findings from The Connected Consumer In The Digital Economy are consistent with the results of a previous, independent study on grocery shopping habits and preferences.
In What Consumers Expect from Their Grocery Shopping Experiences, produced in collaboration with ACI Worldwide, PYMNTS found: âAlmost a third of US consumers are now using digital channels like home delivery and pickup. curbside to get at least some of their shopping.
This study found that curbside pickup is almost as popular as delivery, âalmost 20% of them employ each. Of those polled, 76% cited ease and convenience as the main reason to buy more groceries online, up 27% from October 2020, and 59% citing avoidance of the COVID-19 risk (a decrease of 8%). “
Get the study: What Consumers Expect from Their Grocery Shopping Experiences