Market research firm dunnhumby is out with a new report full of interesting insights into the Multichannel grocery consumer, across established, emerging and nascent markets. The report finds that emerging markets in online grocery, such as the US, are experiencing 90%+ YOY growth, an astounding figure. The online market is different from the in-store market in a few key ways, including brand loyalty. When shopping online, 53% of all purchases are items the consumer has previously bought, illustrating how consumers have embraced the option to shop off their past purchases and saved lists.
The online market has progressed past the days of Webvan, and is here to stay. Online grocery was a hot topic at the recent FMI/GMA Supply Chain Conference: click here to read more about Doug Stephens, the Retail Prophet’s, take on what the future of retail looks like, and begin to prepare your business.
NEW RESEARCH ON THE RISE OF MULTICHANNEL GROCERY SHOPPING
February 18, 2015
By Brian Cavoli
The newest global dunnhumby research report dives into one of the most discussed retail trends today, online and multichannel shopping. In “The Multichannel Movement”, Julian Highley, Jason Nathan, Akshay Nigam, and Kamal Verma explore the rise of multichannel grocery shopping and how it is changing the way consumers buy.
Consumers are making significant changes in the way they shop for groceries across online and in-store channels and this has important implications for brands and retailers. Across all levels of market maturity, there is rapid growth in online grocery shopping. Emerging and nascent markets are experiencing 90%+ growth, while growth in established markets exceeds 30%.
Shopping behavior online and in-store has fundamental differences. It’s critical for marketers to understand how to adapt to these rapidly evolving trends. This new research explores:
- how this behavior is growing in different markets around the world
- profiles of the consumer most active shopping online
- products and categories purchased most often online
- entry level categories for new online shoppers
- how online shopping changes the path to purchase
- how that path to purchase varies within key categories
Download the report: http://www.dunnhumby.com/multichannelmovement