The trends we uncovered suggest strongly that consumer demands are starting to take a dramatic turn toward digital
solutions and online grocery shopping. Avoiding investment in
eCommerce will be to the detriment of grocers who ignore the
The long game for regional grocers is not to move more shoppers
online. Rather, eCommerce is a means for grocers to:
• Eliminate a reason for shoppers to stray to the competition.
The staunchly loyal in-store customer who one day decides to
buy heavy pet supplies online will soon begin to consider other
• Engage and delight their customers when they want to shop,
where they want to shop – both online and in-store.
• Drive convenience and solve the last mile problem of getting
groceries into the hands of customers, whether in-store,
curbside or delivered to their homes.
Denying that eCommerce is a must-have for grocery retailers is
foolhardy. However, adopting a quick eCommerce solution that
erodes the direct customer relationship may actually be worse.
Quick-launch eCommerce platforms that are not branded to
the grocer can turn the most loyal customers into opportunity
shoppers. As regional grocers navigate these changes,
maintaining their local reputations and direct relationships with
customers must be core to every digital turn they make.
Regional grocers need to weigh their options and listen closely to
what their customers need. With technology at their bidding, they
are best equipped to master end-to-end omnichannel grocery
experiences to delight their customers.
For those who navigate well, the road ahead holds a great deal
To learn more about how you can plan to navigate through your
digital experience enhancements, visit us at mercatus.com.