Hi readers – it’s been a long time!
I wanted to share with you all some fresh-off-the-press research I published with colleagues at Bain & Company and partners at Google unpacking the drivers of slower adoption in online grocery shopping to-date and outlining three imperatives grocery retailers must address to take advantage of growing adoption and earn the loyalty of new-to-online-grocery consumers.
Please check it out here: Omnichannel Grocery Is Open for Business—and Ready to Grow, published by Bain & Company in partnership with Google.
At a Glance:
- Online grocery in the US is on the cusp of a major increase in consumer adoption, with e-commerce penetration expected to at least triple in the next decade.
- But online shopping is not yet consistently more convenient in the consumer’s mind; this convenience gap is limiting the broader adoption of online grocery shopping.
- Incumbent grocers have a rare opportunity to shape consumers’ digital habits and deliver higher levels of convenience through online grocery shopping.
- Digital tools are only just beginning to help address customer pain points and deliver the right marketing message at the right time, both online and in-store.
Read the full report here.