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    2020 Shopper Insights Report: 213 Court ST, Middletown, CT 06457 860-346-2700

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    2020 Shopper Insights Report: 213 Court ST, Middletown, CT 06457 860-346-2700

    Uploaded by

    amelia
    27 views13 pages

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    2020realityinteractiveshopperinsightsreport1600718675991

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    27 views13 pages

    2020 Shopper Insights Report: 213 Court ST, Middletown, CT 06457 860-346-2700

    Uploaded by

    amelia

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    2020 SHOPPER INSIGHTS REPORT

    213 COURT ST, MIDDLETOWN, CT 06457 | 860-346-2700 | REALITYI.COM


    Grocery shopping
    has changed.

    Without a doubt, how we shop for food and other essential items
    has dramatically changed due to the new coronavirus pandemic.
    Businesses have had to make sweeping changes, largely driven
    by adhering to safety guidelines and regulations, rather than by
    improving the shopper experience.
    Within this new environment, shoppers are willing to try new
    options. This means some businesses will have the opportunity to
    secure customer loyalty. Others will lose it.
    To help businesses understand how to meet and exceed their
    shoppers’ expectations in this new normal, we must first listen
    and understand their needs. This report uncovers nine insights
    from research with shoppers on all aspects of the grocery
    shopping experience.
    Key Insights

    01 Shoppers are facing new challenges.

    02 Shoppers are seeking alternative ways to shop.

    03 Shoppers are having to plan more in advance.

    04 Shoppers are looking for more technology.

    05 Shoppers have many safety concerns.

    06 Shoppers trust in products has changed.

    07 Shoppers are coping with out of stock items.

    08 Shoppers are open to curbside pick-up & delivery.

    09 Shoppers are seeking alternative online shopping methods.


    01
    The Change:
    New challenges.

    “I don’t want to wait in a long line for curbside pick up.”

    The biggest challenges shoppers are facing while grocery shopping today are:
    Lack of inventory and favorite products (48%)
    Fears and concerns over crowds (24%)
    Long lines (14%)
    Availability of delivery times (14%)
    Shoppers also expressed their concerns over the lack of curbside delivery.

    What are the main challenges you face?


    (% of respondents)

    Unavailable Delivery Times


    14%

    Long Lines
    14% Lack of Inventory
    48%

    Fears of Crowds
    24%
    02
    The Change:
    Alternative shopping.

    “Facebook has been a helpful platform to see who is selling locally.”

    Many respondents said they’ve been looking for alternative methods to


    traditional in-store shopping. 54% of respondents have transitioned to
    online shopping, like Instacart or Amazon.
    The next most popular alternative was curbside pickup, making up 25% of
    shoppers. Lastly, 21% reported preference for shopping at produce stands
    and trusted hometown markets over national chains.
    Some respondents expressed that Facebook was a useful way to see what
    local produce is sold nearby.

    What are alternative ways you are seeking to do your grocery


    shopping?
    (% of respondents)

    Online, Instacart, Amazon

    Curbside Pickup

    Local, Produce Stands

    0 20 40 60
    03
    The Change:
    Planning ahead.

    “I now don’t do any binge shopping so it is helping out my wallet”

    “It is a different mindset to try and figure out what to stock up on if


    you’re only shopping few times a month. You don’t want to hoard,
    but it’s worrisome to think you might have to wait a long time for
    an item you forgot to order or ran out of.”

    42% of shoppers said they are shopping less frequently by making larger
    orders, which requires more planning than before.
    32% of shoppers have transitioned to online ordering in an effort to stay
    safe. 16% are using curbside pickup to reduce contact with strangers. With
    10% of shoppers experiencing item shortages while shopping, the need to
    plan ahead or find alternatives is increasingly important. Shoppers have also
    expressed a decrease in binge or splurge shopping, indicating that grocery
    shopping has become more budgeted and less impulse driven than before
    the pandemic.

    How is COVID-19 changing the way your shop?


    (% of respondents)

    Out of Stock Items


    10%

    Curbside
    16%

    Less Trips, More Planning


    Online Ordering
    42%
    32%
    04
    The Change:
    More technology.

    “The grocery industry has been ripe for a revolution and this
    catastrophe to force examination and change is a gift.”

    Shoppers are not seeing a lot of improvement in the level of technology


    available in grocery stores. Noticeable technology included curbside
    pickups, scanners and swipe-less card readers; however, respondents
    expressed disappointment in the level of technology available. Shoppers
    expect that technology will help reduce contact with people and items.
    And, they expressed that contactless screens and payment methods would
    help increase their confidence in shopping in-store.

    What technology have you noticed in grocery stores that makes


    things easier for you?

    01 Curbside Pickup/Online

    02 Scanners

    03 Swipeless card readers at POS

    04 Very little technology seen


    05
    The Change:
    Safety concerns.

    “I’m afraid of getting sick. I’m afraid sick people are in the store and
    will move into my personal space and infect me.”

    71% of shoppers said that they have some level of fear about entering a
    grocery store. Out of those respondents, 27% of them said they are fearful of
    other shoppers being irresponsible about CDC guidelines, social distancing
    in general, and people who may have tested positive for COVID-19 but
    continue to shop in public. Also, out of the 71% of respondents who
    originally had fears, 50% of them (35%) would like to see changes to store
    layouts that do a better job of enforcing social distancing, or they’d like
    more alternative methods, like curbside pickup and delivery. Lastly, another
    23% of those fearful shoppers want to know everything is being properly
    sanitized, and that employees are doing what they are supposed to do to
    protect shoppers from COVID-19 risks.

    Do you now have fears around going to the grocery store? If so,
    what would make you feel safer?
    (% of respondents)

    Generally Fearful Customers

    Customers Wanting Change In-Store

    Customers Fearful of Irresponsible Shoppers

    Customers Wanting Proof of Sanitation

    0 25% 50% 75%


    06
    The Change:
    Lack of trust.

    “I’m buying everything I can in bags and containers. If I buy


    anything loose, like an avocado, I wash it with a little dishwashing
    detergent and warm water when I get it. I won’t go to the prepared
    food section, flowers, deli, or bakery right now.”

    Respondents were concerned about the types of products they’re buying.


    74% of shoppers said they still maintain a high level of trust of the products
    they’re purchasing, yet many of them shy away from loosely packaged
    items, including produce, deli and bakery items. 30% of respondents said
    that they’re cleaning items after purchasing them, which makes some
    shoppers feel more comfortable about buying whatever they please. The
    remaining 26% of shoppers do not trust the products they normally buy
    and are either avoiding those items or sanitizing the items after purchasing.

    Do you still maintain a high level of trust around the products


    you are buying?
    (% of respondents)

    Do Not Trust
    26%

    Trust
    74%
    07
    The Change:
    Less inventory.

    “This has been a time to experiment with new foods/ingredients-


    taking a negative experience (favorite items out of stock) and
    transforming it to a positive one by trying healthier options or
    finding recipes that take other combinations of foods that I like.”

    Respondents have seemed to do one of two things while coping with


    items being out of stock — either accepting that the items they normally
    buy will be out of stock for some time, or, they’re finding alternate ways to
    get products. 39% of them said that outages aren’t affecting them, or they
    deal without what they need. 35% of respondents said that they’re creating
    alternative solutions to get essential items, or favorite items, through
    different sellers, or by using other items creatively. The remaining 26% find
    what they need.

    How are you coping with your favorite items and other
    essential items being out of stock?
    (% of respondents)

    Wait for Items to be In Stock


    26%
    Do Nothing
    39%

    Find Alternatives
    36%
    08
    The Change:
    Orders to-go.

    For the most part, respondents are fairly open to curbside pickup or delivery
    as alternative methods of grocery shopping. Respondents are concerned that
    it takes a long time to get a time slot because of high demand. The main
    reason respondents were reluctant to try curbside pickup and delivery was
    that they don’t feel comfortable about other people touching their produce.
    68% of respondents are very open to these alternative methods, while 10%
    are not. The remaining 23% of respondents are open to curbside pickup and
    delivery, but they’re skeptical about other people handling their items, items
    being forgotten or damaged, and securing a convenient time slot.

    How open are you to curbside delivery for grocery or


    convenience stores?
    (% of respondents)

    Open but Skeptical


    23%

    Open
    Not Open 68%
    10%
    09
    The Change:
    Online alternatives.

    35% of respondents claim to discover different methods of shopping online


    through word of mouth.
    26% of respondents said they have found out about new ways to shop
    online through advertisements and email campaigns.
    The remaining 39% have not looked at new ways to shop online.

    How have you discovered alternative ways to shop online?


    (% of respondents)

    No New Alternatives
    39%

    Word of Mouth
    35%

    Emails, Ads, Research


    26%
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