Report: Savvy Omnichannel Shoppers Are Outpacing Store Evolution
Retail brand experience agency ChangeUp published results from a nationwide survey that highlights customer expectations when it comes to grocery stores. As expectations are rapidly changing and shoppers become increasingly savvy and omni-present, they’re beginning to outpace store evolution. And this trend is ushering in a new type of customer: what ChangeUp has dubbed the “power user.”
The agency surveyed 800 U.S. grocery shoppers to explore the growing disconnect between today's sophisticated shoppers and grocery stores for its latest report, “How Shoppers are Outpacing Store Evolution.”
Grocery power users have become experts at combining digital tools with traditional shopping, per the report. They move effortlessly between online ordering and in-store visits, using every available technology to make their shopping more efficient.
"While grocery stores have traditionally aimed to serve everyone, this broad approach is no longer sufficient in today's rapidly evolving retail landscape," Bill Chidley, executive director of strategy at ChangeUp, said in a media release on the results. "Consumers who seamlessly switch between online and in-store shopping, demand dynamic, value-adding experiences that complement their digital habits and provide compelling reasons to visit physical locations. The possibilities for the grocery industry, and all sectors for that matter, are limitless when it comes to transforming and innovating the in-store experience."
Key findings from the report highlight that physical stores still hold distinct benefits, with 66% of shoppers feeling more in control of their purchases in-store and 51% believing they get better quality items. In addition, 43% report finding in-store shopping enjoyable, which ChangeUp says indicates the “irreplaceable tactile and visual aspects of the experience.” Additionally, 39% appreciate the personal touch that comes with physical retail interactions.
The report also reveals that 47% of grocery shoppers now fall under this power user category.
Notable findings about power users:
- 77% of power users are in the physical store weekly.
- The grocers that are winning among power users are H-E-B (82%), Trader Joe's (80%) and Albertsons Cos. (80%), as they were rated significantly higher for their in-store experience compared to other top grocery brands.
- 61% of younger shoppers (aged 25-44) are power users, relying on the blend of in-store and digital channels.
- 72% of power users still use the physical store for stock-up trips.
- 40% of power users have been buying more items in the physical store recently.
Power users’ pain points:
While power users continue to shop in physical stores, they feel the in-store experience is stagnating and store designs are uninspiring and stale.
- 59% feel that the experience has stagnated or worsened over the past two years.
- 43% believe physical stores are not living up to their potential.
- Nearly 50% find grocery shopping unexciting.
- 62% of power users want easier ways to find items.
- 56% want more technology to make shopping faster and more efficient.
- 57% wish the store was more informative about products.
- 30% agree that collectively, leading grocery brands are not modern.
- Only 19% believe grocery stores are being innovative.
Many shoppers also expressed a desire for grocery shopping to be more like shopping for fun or nonessential items, such as clothes, electronics or even vacations.