It is time to update your omnichannel shopping list! OSF Digital Strategy is excited to release the 2022 Grocery Omnichannel Retail Index (ORI) findings in partnership with FMI, the Food Industry Association, and NRF, the National Retail Federation. The Grocery ORI is a comprehensive benchmarking study of how food retailers are satisfying the grocery shopper’s appetite by delivering a seamless omnichannel experience. Chocked full of new benchmarks and best practices that have been updated from the 2019 (pre-pandemic) report, these insights help identify opportunities for food retailers to up their game, drive revenue, and reduce friction along the shopping journey.
First the good news! Due to the pandemic's impact on digital acceleration, food retailers have made significant omnichannel investments. The implementation of best-practices criteria adoption has increased from 58% pre- pandemic to 65% today. Here are a few findings to whet your appetite:
- Convenience is key to the consumer. Food retailers are responding 98% offer delivery and 90% offer pickup options, with pickup increasing 9% since 2019. 78% offer curbside pickup options, up from 68% in 2019.
- Content and digital shopping tools help turn up engagement. 88% of food retailers include editorial content on their sites (recipes, blog posts, etc.) and 67% now have digitized shoppable fliers; but only 48% of those enable putting the products from content into the shopper’s cart.
- Make it easy to check out! 76% of grocers have self-check and 37% allow consumers to use their mobile devices for ‘Scan and Go’ convenience.
- Upsell, upsell, upsell! Only 32% of food retailers offer threshold messaging in the cart and 58% offer additional items to purchase in cart.
- Customer service needs attention! While 40% of grocers offer live chat somewhere on the site, only 8% offer live chat on the product detail page. Only 16% of the benchmarked grocers provide live chat, phone number, or click-to-call options for customers. Be there to answer questions to avoid abandonment.
The Grocery ORI reveals progress in omnichannel best practices; however, most food retailers are still behind in developing integrated, seamless, and personalized experiences across all channels. "Food retailers suddenly had to become omnichannel masters in a short period of time and often had to piece together multiple, distinct programs and solutions to meet customer demands," said Bernardine Wu, Executive Managing Director of Digital Strategy at OSF Digital. "The latest Grocery Omnichannel Retail Index reveals that there are fragmented shopping experiences and therefore opportunities to develop a stronger seamless customer experience."
Now that your tastebuds have been enticed with tidbits from the 2022 Grocery Omnichannel Retail Index, download the full report: 2022 Grocery Omnichannel Retail Index. For more information about the Grocery Omnichannel Retail Index criteria and to learn how your company stacks up, please contact [email protected].
