Across the globe, one-quarter of all shoppers are already purchasing groceries online for home delivery and 55 percent are willing to try it in the future. According to the new Nielsen Global E-commerce and New Retail Survey, flexible grocery purchasing options are the way to drive increased visitation and sales across all channels.
However, consumers won't be abandoning the supermarkets anytime soon. As many as 61 percent of respondents reported enjoying trips to the grocery store and 57 percent think grocery shopping in a physical store makes for a fun day out for the family.
The research emphasizes that "clicks lead to bricks," so retailers must influence shoppers early in the engagement process, such as when consumers are researching products online.
"The connected commerce era has arrived," said Patrick Dodd, president of the global retailer vertical at Nielsen. "Consumers are no longer shopping entirely online or offline; rather, they're taking a blended approach, using whatever channel best suits their needs. The most successful retailers and manufacturers will be at the intersection of the physical and virtual worlds, leveraging technology to satisfy shoppers however, wherever and whenever they want to shop."
And who is shopping online? The younger generations, millennials and Generation Z, make up the bulk of those using e-commerce grocery options. Thirty percent of millennials and 20 percent of Generation Z are ordering groceries online for home delivery, compared with 22 percent of Generation Z and 17 percent of Baby Boomers.
Across the globe, the consumers most likely to use digital grocery options are in developing markets in the Asia-Pacific (60 percent), Latin America (60 percent) and Africa/Middle East regions (59 percent), followed by Europe at 45 percent and North America at 52 percent.
A smaller number of consumers, 12 percent, are using click-and-collect grocery services; 10 percent are utilizing curbside pickup, yet 57 percent are willing to try ordering online and picking up in-store, and 52 percent are willing to try curbside pickup.
A growing number of U.S. supermarket chains are adding in delivery and in-store pickup options. Some recent examples include Hy-Vee, Dash's Markets and Natural Grocers. The traditional stores are looking to expand their options as they try to compete with grocery delivery services such as AmazonFresh (NASDAQ:AMZN), Instacart and FreshDirect.
-See this Nielsen press release
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Natural Grocers launches one-hour delivery service