The digital realm is redefining what it means to go grocery shopping, says Nielsen. The consumer research company has found in a survey that one-quarter of respondents are ordering groceries online and more than half (55 percent) are willing to do it in the future.
The survey says unlike music, books and videos, technology has changed the consumer packaged goods industry to be more evolutionary than revolutionary.
Essentially, consumers can’t consume digital versions of packaged goods like they can with an mp3 song that once used to exist on a CD.
But they can change their shopping habits as the Internet evolves, resulting in them wanting a “blended experience.”
This includes ecommerce, click and collect and online subscription models, along with traditional bricks and mortar stores.
The Global E-Commerce and The New Retail Survey found only 12 percent are already using click and collect grocery-shopping methods, but 57 percent are willing to start.
In New Zealand, Countdown offers a click and collect service for a $5 fee.
Pak’n Save’s website doesn’t yet offer online shopping or click and collect.
Foodstuff’s other supermarket brand, New World, offers online shopping and click and collect to those in the greater Wellington area.
Boutique supermarkets Farro Fresh and Nosh have limited online shopping options available.
Farro Fresh has some but not all of its product range available online.
Nosh has platters, flowers and hampers available online but not individual grocery products.
The survey also found just 14 percent use an online automatic subscription model, but 54 percent are willing to use it.
Subscription models have become popular in New Zealand with My Food Bag and Farro Foodkits operating.
Nielsen says globally, retailers are keeping up with the trend and introducing ecommerce models to meet consumers’ needs.
Nielsen president of global retailer vertical Patrick Dodd says this is because the connected commerce era has arrived.
“Consumers are no longer shopping entirely online or offline; rather, they’re taking a blended approach, using whatever channel best suits their needs,” Dodd says.
“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.”
We recently wrote a story about a prediction for what an e-commerce integrated supermarket of the future would look like.
Check out these photos below and read the story here.