Are you ready for a tasty, updated grocery study with the latest omnichannel benchmarks and best practices? Your hunger will soon disappear as the OSF Digital Strategy team has just wrapped up the benchmarking and ready to give you a sneak peek. The 2022 Index includes twice the number of food retailers shopped and has the latest data to measure against the pre-pandemic 2019 Grocery Omnichannel Index.
Whether it is organic peanut butter or specialty pasta, today’s food retailers are doing a respectable job of getting the customer what they want quickly. Our digital consultants grabbed their grocery list and got busy studying the omnichannel experience across web, mobile, store, and crosschannel. We shopped 50 food retailers, testing functionalities and features, finding the good and not-so-good for the upcoming 2022 Grocery Omnichannel Retail Index benchmarking study. We’ll share some key features and experiences that stood out as we prepare the full report.
There were several features that helped guide the shopper to specific products and create a very tailored experience. One particular regional grocer stood out with a plethora of ways to shop - on sale, organic, no sugar, etc. A fantastic way to start the experience based on the customer's lifestyles and dietary needs!
Some food retailers used a variety of filters to help navigate the consumer to the specific type of product. The data shows a 78% overall adoption rate by food retailers to allow filtering based on nutritional value, specific diet or lifestyle, up from 50% in 2019. By selecting different options like diet & lifestyle, type, flavor and brand, customers can narrow down the options to get to the right product quickly!
Other supermarkets allowed customers to select preferences in their accounts to identify special dietary needs and/or desires. These saved preferences allow for a curated and very personalized shopping experience each time they shop online.
Overall, filter functionality scored well (86% overall adoption to select multiple attributes at one time) and made the grocery shopping experience efficient and convenient for the customer to find what they needed. As we dig into the data, we’re finding some interesting jumps in best practice adoptions, but also some disappointing stagnant criteria that still need work. As spending tightens and consumers become even more conscious of the increased cost of goods, we expect the retailers and grocers to have to prioritize certain projects over others. Always keep customers in the center and you’ll be rewarded!
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Anne is an accomplished ecommerce executive and digital marketing expert who has driven digital transformation for many brands. She is skilled at creating innovative customer experiences and leveraging data to drive digital commerce strategies.
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