Majority of Grocery Sales Now Influenced by Digital
Digital's influence on grocery overall has nearly doubled year over year and has similarly driven increasing impact on the in-store shopping experience
More than half (51%) of grocery sales are digitally-influenced, according to a new survey report from Deloitte, "The Grocery Digital Divide: How Consumer Products Companies Can Deliver on the New Digital Imperative."
"People are making decisions about what goes in the grocery cart long before they get to the shelf or even the store," said Barb Renner, vice chairman, Deloitte LLP and U.S. consumer products leader. "The majority of food and beverage purchases still happen in the store, but consumers' online or mobile experiences impact those purchases much earlier in the shopping journey. In our research, people saw room for improvement from grocers compared to digital experiences they find in other retail categories. Consumer products companies and retailers who create those digital touchpoints have a much better shot at getting the shopper's attention and loyalty before competitors, many of whom aren't even in the game yet."