Grocery shopping CX, and retailing in general, is constantly evolving. Many shoppers no longer drive to a nearby store and buy what they need. Instead, most things can be ordered online, and that has impacted the entire retail sector that is being challenged to offer more shopping, mobile, payment and convenience options.
The supermarket/grocery business has already felt some of these changes. Going forward, however, the pace of change is going to pick up. That means that services like same-day delivery, which numerous regional chains as well as Costco, Amazon’s Whole Foods, and Amazon itself offer in select markets, are likely to expand. In addition, other ideas that make shopping easier will be implemented,
What trends are coming?
More shopping options: This year, Costco has added both same-day delivery through Instacart and two-day delivery for orders from a limited number of items (following the trend set by retailers such as Amazon). In addition, Wal-Mart and Target tested curbside pickup and various other methods to make ordering online and picking up in store easier.
Mobile payment at checkout: This is already being done at progressive retailers. Expect other retail chains to follow with some offering more than one mobile payment choice.
More eating and drinking in stores: Getting people to leave their houses has become harder. That makes expanded food selection, coffee bars, beer and wine bars, and even restaurants a major draw. Expect more chains to follow the model used by Whole Foods, Woolworths and Sainsbury’s where getting a bite to eat and/or something to drink is part of the overall, grocery shopping CX journey.
More meal kits: While companies like Blue Apron may have created a market for meal kits, supermarkets are well-positioned to offer their own take. That means that chains will do everything from offering recipe cards in stores next to the needed ingredients to selling dish ingredients as a package.
This is a growing market that’s based on convenience. Supermarkets can in some ways be more convenient than a dedicated meal delivery service because they offer the ability to act impulsively and walk home with what you need to make your desired meal.
More access to product information: The internet has made consumers more discerning. People expect more information because information of all types is easier to come by. Retailers in the food space have added scannable codes to nearly 15,000 packaged items that bring grocery shoppers to a website containing detailed information about that item.
The customer is key
Amazon has largely led the way in prompting retailers globally to put their customers first. The online giant has relentlessly moved the bar when it comes to convenience and pricing across a variety of retail areas. Now that it has its sites set on food – both through its own Amazon Fresh service and Whole Foods – expect it to push other grocery chains to be equally innovative with their own grocery shopping CX.
Other organisations such as Starbucks are embracing immersive technology to deliver a great customer experience.
Consumers are grocery shopping online more
This infographic by online grocer, Door to Door Organics, illustrates how more than 54% of U.S. consumers are grocery shopping online.