Last updated on December 12th, 2024
Experience agency ChangeUp has published results from a nationwide survey that highlights how grocery stores can better meet and exceed customer expectations.
ChangeUp’s team of retail experts and strategists surveyed 800 grocery shoppers to explore the growing disconnect between today’s sophisticated shoppers and grocery stores. The report, “How Shoppers are Outpacing Store Evolution,” was conducted to provide retailers with critical insight into how to approach store design and the customer experience.
“While grocery stores have traditionally aimed to serve everyone, this broad approach is no longer sufficient in today’s rapidly evolving retail landscape,” said Bill Chidley, executive director of strategy at ChangeUp.
“Consumers who seamlessly switch between online and in-store shopping demand dynamic, value-adding experiences that complement their digital habits and provide compelling reasons to visit physical locations. The possibilities for the grocery industry, and all sectors for that matter, are limitless when it comes to transforming and innovating the in-store experience.”
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Key findings from the report highlight that physical stores still hold distinct benefits, with 66 percent of shoppers feeling more in control of their purchases in-store and 51 percent believing they get better quality items. In addition, 43 percent report finding in-store shopping enjoyable, highlighting the irreplaceable tactile and visual aspects of the experience.
The survey also explores the evolution of omnichannel shoppers to what ChangeUp has defined as “Power Users” – modern grocery shoppers who have mastered both online and in-store environments. The report reveals that 47 percent of grocery shoppers now fall under this category.
Key findings about Power Users include:
- Seventy-seven percent of Power Users are in the physical store weekly;
- The grocers that are winning among Power Users are H-E-B (82 percent), Trader Joe’s (80 percent) and Albertsons (80 percent), as they were rated significantly higher for their in-store experience compared to other top grocery brands; and
- Sixty-one percent of younger shoppers (aged 25-44) are Power Users, relying on the blend of in-store and digital channels.
The “How Shoppers are Outpacing Store Evolution” study highlights how grocery stores can better connect with this shopper type and evolve beyond mere functional spaces.
ChangeUp conducted the survey of 800 people across the U.S. All respondents were primary grocery decision-makers who had shopped at a physical grocery store within the past month. The study was designed to represent a diverse cross-section of shoppers, balanced by age, gender, region and income.
