In a digital, data-driven world, the way we shop for groceries is rapidly evolving. But what are the changes that are meaningful to consumers? Understanding the customer journey from preparing to shop for groceries to navigating the store aisles to checking out and ordering online reveals how technology can optimize the moments that matter to shoppers.
Grocery Shopping Plan
For most households, grocery shopping is a weekly habit and errand. While the need to stock up on food and household essentials may not change, the way consumers prepare for their grocery trips is changing thanks to new technology.
Our research shows that 74% of shoppers prepare for grocery shopping by creating a paper or digital shopping list, and nearly half (44%) of shoppers estimate their basket total in advance. Going forward, we expect grocery pre-planning to become even more digital and personalized.
Generative AI can enable apps to assist shoppers with meal planning and grocery shopping, providing an opportunity for brands and retail marketers to deepen their connection with their customers. Imagine a GenAI-powered app that suggests specific branded products based on a shopper's taste preferences, past purchases, household size, new product launches, and other insights. This supports the shift to an exploratory and inspirational experience around grocery pre-planning, creating value for brands and marketers.
Navigate the store
We all rush through the aisles of a grocery store, trying to get our groceries done as quickly as possible. Other shoppers might wander up and down the aisles hoping to find something that catches their eye. When we surveyed grocery shoppers about how they navigate the store's aisles, we found that:
30-33% take the shortest route through the store, 28-32% visit most aisles, and 8-9% visit every aisle.
Source: 84.51° Customer Knowledge Quarterly Report
Sample collected from consumers who shopped at Kroger between Q1 2021 and Q4 2023
Because most shoppers move quickly through the store and browse selectively, there is an opportunity to use technology to improve the grocery shopping experience.
With a responsive display, the smart cart can plan the most efficient route based on the shopping list and also display promotions and coupons tailored to the items in the cart.
For selective browsing, digital shelf displays with QR codes can highlight discounts and promotions, reviews and product information, while augmented reality overlays projected onto the shelves through a camera app can add immersive graphics and other bonus content.
By understanding the different ways shoppers flow through a grocery store, brands and retail marketers can use technology to create more contextual and engaging experiences that fit each shopper's journey – with the ultimate goal of driving awareness, inspiration and sales at the right time, at every step of the shopper's physical journey.
Shopping for new items
When it comes to learning about new products while buying groceries or household items online, our research shows that shoppers seek information in the following ways:
39% The search bar 38% The “new products” section of a website 16% Follow pop-up ads for new products while shopping 24% Don't look for new product information 10% Don't know if the product they searched for is “new”
Source: 84.51° Real-time Insights, February 2024
The base used for the study included consumers who shopped at Kroger both in-store and online in the past 52 weeks.
Some of the ways technology can help brands and retail marketers make the most of these findings include:
1. Optimize your online listings and content
Expect more brands to leverage AI, machine learning and data management capabilities to strategically optimize titles, descriptions and other content elements to improve their visibility in search, deliver more relevant results and connect brands with high-intent customers in real time.
Additionally, 10% of shoppers surveyed aren’t sure if the product they’re looking for is new, highlighting the importance of providing clear, accurate descriptions to help identify new products.
2. Use the potential of the “New Arrivals” section
With 38% of surveyed shoppers using the “New Products” section of a website, brands and retail marketers should regularly update and promote new products in this dedicated section. By prominently displaying new products, businesses can capture the attention of shoppers, especially those looking for fresh and attractive options.
3. Take a Chance with Pop-Up Ads
Our research shows that 16% of shoppers use pop-up ads to discover new products while shopping. By ensuring these ads are relevant and valuable, businesses can capture the attention of potential customers and increase engagement.
The future is now
Rapidly evolving technology offers numerous opportunities to enhance the grocery shopping experience and customize it to suit different shopper preferences. Gen AI-powered apps can personalize grocery lists and meal plans, while smart carts and digital shelf displays help shoppers navigate aisles and shelves. By leveraging key customer insights, brands and retailers can make grocery shopping more personalized and convenient than ever before, in the ways that matter to shoppers.
Ritesh Khire is vice president and head of 84.51° Labs, a retail data science, insights and media company owned by The Kroger Co.
