Grocery shoppers hungry for digital experiences
Digital is having a greater impact than ever on the grocery consumer shopping path, with digital influence on sales in store jumping from 33 percent to 51 percent in 2016.
In fact, digital is woven into all of the consumer's path, from selection to purchase to loyalty, according to a new Deloitte study, "The Grocery Digital Divide: How Consumer Products Companies Can Deliver on the New Digital Imperative," that describes last year as the tipping point.
The data reveals 77 percent of consumers surveyed used digital touch points to drive awareness, 80 percent have used a digital device to browse and research grocery products, and those embracing digital tools before, and or during shopping tend to buy more than those not using digital.
Those who can adapt to bridge the digital divide and engage customers in store, online and via social channels stand to benefit from the growth in digital hungry consumers. Those who don’t may leave money on the table.
"People are making decisions about what goes in the grocery cart long before they get to the shelf or even the store," said Barb Renner, vice chairman, Deloitte LLP and U.S. consumer products leader, in an announcement on the study.