RETAIL MARKETING IS NO LONGER ABOUT IN-STORE VERSUS ONLINE, IT’S ABOUT MEETING CUSTOMERS HOW AND WHERE THEY CHOOSE TO SHOP. ARE THESE CHANGED SHOPPING BEHAVIOURS ARE HERE TO STAY?
Grocery shopping is the one constant in our lives. Regardless of age, gender, affluence or location, everyone must eat and by inference, everyone must buy food. Its omnipresence means that supermarkets have and always will be a mirror in which societal shifts are reflected. Shifts such as a pandemic, growing climate awareness, financial crises, tech adoption, the list goes on.
Behavioural disruption has triggered new fulfillment methods, with more than three out of four consumers changing the way they grocery shop due to the pandemic. They are shopping faster (33 percent), at quieter times (32 percent) and 50 percent of online grocery shoppers first grocery shopped online less than a year ago. While many will revert to old habits, enhanced digital literacy and the growing desire for ultra-convenience
