Consumers’ digital interaction with supermarkets has “passed the tipping point,” according to a new study.
More than six out of 10 shoppers connect with their stores digitally, according to the Retail Feedback Group’s 2019 U.S. Supermarket Digital & Social Engagement Study. The study found that 55% check a digital circular, 47% are using digital to make their grocery lists and 44% are researching special promotions online.
“Shopper digital interaction with supermarkets has moved past the tipping point,” according to Retail Feedback Group. “Supermarkets should continue to monitor and implement digital tactics relevant to their customers.”
About 12% of consumers are ordering groceries online for pickup or delivery. Online shopping will continue to grow, according to the study, but there will be significant variation within markets and by generations and other demographics.
“Each provider needs to carefully evaluate their market area(s) to assess the opportunity for their store(s).”