Top Six Things Customers Want from Online Grocery Stores
The pool of consumers who purchase groceries digitally is expected to jump from 19% in 2016 to 31% in 2017, according to a recent survey. Since lots of people will purchase groceries online for the first time this year, that initial experience is crucial. eMarketer asked industry experts to share the top six expectations customers have when grocery shopping online.
- They Deserve the Same Selection They Find at the Grocery Store
Consumers can shop for groceries when and where they want—at the store, on their laptop or on the go from their smartphone—and with that freedom, they expect the same product assortment to be available for the same prices at all touchpoints.
Best Online Shopping works to satisfy customers in each market where it offers grocery pickup and delivery by offering the widest selection possible.
- They Want to Edit Their Virtual Grocery Carts Anytime, Anywhere
Customers of online grocery delivery service Peapod update their orders an average of six times before they stopped based on their delivery time. Allowing them this flexibility results in happier customers—they don’t receive unwanted items, and they can add items they remember at the last minute.
- They Often Prefer to Grocery Shop on Desktop
It might come as a surprise that consumers are just as keen to shop for groceries on their desktop as their smartphone.
- They Must Save Time When Buying Groceries Online
The company realized that its value proposition—place your order and it’s in your hands in 30 minutes—is highly appealing to young parents who don’t have a lot of time to go shopping. As proof, one of its most requested items is diapers.
- They Have Their Eye Out for New Meal Kits
Over one-third of US consumers plan to cook dinner at home more often this year, according to research conducted by Peapod. As evidenced by the explosive popularity of Blue Apron and other meal kit delivery services, consumers are as eager as ever to spend on this food trend. In fact, they purchase meal kits on top of their usual grocery store essentials.
“Customers who add meal kits to their purchase still buy the same amount of items they normally do for their refrigerator and pantry.”
- They Need to Trust the People Who Select and Deliver Their Groceries
“How can I trust someone else to pick out my groceries and deliver them to me?” To boost customers’ confidence in Instacart, the company manages the quality of the total brand experience down to the offline interactions with the people who bring them their groceries.