As pandemic-fueled online shoppers continue to conduct a portion of their grocery shopping online, retailers and pure-play digital platforms must define and leverage the online grocery channel’s value proposition beyond necessity and basic convenience, according to “Consumer Sentiment Around Omnichannel Grocery Shopping During COVID-19,” a new report by Brand Connections, an Advantage Marketing Partners agency.

According to a Brand Connections survey, only four in 10 (39%) of online grocery shoppers believe online platforms help them discover new products and just half (46%) feel they are able to easily find important product information. The same amount believe online grocery platforms offer strong product assortment.

Grocery retailers and brands have an opportunity to drive more impulse purchases online through a variety of tactics, the most influential being offering free product samples, followed by sharing customer reviews and providing coupons, according to shoppers surveyed.

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