A new survey by ChangeUp reveals that nearly 70% of grocery shoppers feel that the in-store shopping experience has either stagnated or deteriorated over the last two years, showing a critical gap between customer expectations and grocery retailers’ offerings.

Released under the title How Shoppers are Outpacing Store Evolution, the report reflects insights from 800 grocery shoppers nationwide, providing a snapshot of shifting consumer preferences and demands.

The report’s findings confirm that while physical stores still hold certain advantages, today’s shoppers expect more. A substantial 66% of shoppers report feeling greater control over purchases in-store, and over half (51%) perceive that they get better quality items when shopping in person. Additionally, 43% say they enjoy the tactile, visual aspects of in-store shopping, signalling the continued appeal of a traditional grocery run.

Bill Chidley, Executive Director of Strategy at ChangeUp, explains that a one-size-fits-all approach is no longer sufficient in today’s competitive retail landscape. “Consumers who seamlessly switch between online and in-store shopping demand experiences that add real value and give them a reason to visit physical stores,” says Chidley.

This hybrid shopping model presents grocery retailers with a unique opportunity to evolve and personalise in-store experiences to keep pace with customers’ increasingly sophisticated needs.

A key highlight of the report is the rise of ‘Power Users’ – shoppers who have embraced both online and in-store shopping and rely on a blend of both channels for convenience and flexibility. According to the survey, 47% of shoppers fall into this Power User category, with 77% of them shopping in-store on a weekly basis.

Younger shoppers, particularly those aged 25-44, are heavily represented among Power Users, with 61% in this demographic embracing an omnichannel approach.

Retailers like HEB, Trader Joe’s, and Albertsons are emerging as favourites among Power Users, receiving significantly higher ratings for their in-store experiences compared to other major grocery brands. This success reflects their ability to meet the needs of today’s digitally savvy shoppers who expect a seamless, value-added in-store experience that aligns with their digital habits.

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