To whom we address our report?
This ‘Disruption Report’ on online grocery shopping is aimed at Product Owners, Head of Innovations, and C-level executives from the retail industry who are working on the implementation of cohesive customer journeys. It will enable key decision-makers to have a bird’s eye view of the current market trends, prevailing challenges around sales and delivery, existing gaps within present solutions, and the aftereffects of COVID-19 on the online grocery market.
What research do you find in it?
We built the report by doing thorough secondary research into existing data sources. We collated data from Statista, Forbes, Barclays, and Gordon Haskett, to name a few.
The desk research was followed up by performing qualitative competitor analysis of top solutions from the European and the US markets, in which we examined the top retail chains including Walmart, Amazon, Tesco, Instacart, Żabka, and Glovo to understand their best online practices and digital sales touchpoints.
To delve deeper into online shopping behaviors, we also conducted an exploratory survey with 75 respondents from Germany. The aim of this was to grasp and identify problems with existing online shopping solutions. We used the responses as a foundation for our reimagined Click & Collect solution that we discuss in detail later in the report.
Online grocery market amidst a pandemic
Consumers have started changing their shopping behaviors due to formal guidelines and personal concerns and are now looking for alternative methods to obtain their necessities. In the UK, 30% of shoppers purchase their food and drinks online because of the coronavirus pandemic (source: Statista). A data analysis from McKinsey & Company shows that the number of consumers using online channels, across segments, has increased by 25% overall in the United States.
Changes as more people are willing to shop online to avoid crowded places, we will witness structural changes within the industry and expect a continuous shift in consumer behavior.