Online Grocers Drive Adoption With Improved UX

Grocers are no longer the dinosaurs of retail. The first months of the pandemic found consumers, so accustomed to the intuitive user experiences offered by e-commerce giants such as Amazon, frustrated with major grocers. With online stores that are hard to navigate and in-store picker substitutions so imprecise they often venture into the absurd, grocers have often alienated their future digital customers. Now that the industry has had time to adjust to the new omnichannel standard, the experience has improved dramatically and buyers are taking note.

For example, rather than starting from scratch each time, shoppers can now benefit from grocers’ data on previous purchases, recommending rearranging past favorites. These features reduce both the time it takes to make a purchase, allowing consumers to quickly add items they already love and / or trust to their shopping carts, and grocers to build closer relationships with them. existing customers.

In addition, the search functionality has also improved at major proprietary and third-party online grocers, similarly resulting in the conversion by reducing the time between the start of the purchase process and the click of the checkout button.

These updates are a huge motivator for online grocery shoppers, according to data from the PYMNTS study on what consumers expect from their grocery shopping experiences, created in collaboration with ACI in the world. The study found that between October 2020 and June 2021, an eight-month period, a large portion of grocery shoppers began to turn to digital channels as these channels became faster than in-store shopping. . Specifically, the share of consumers citing speed as the most common deciding factor in buying groceries online increased from 36.9% to 57.2%, an increase of 55%.

Related news: Digital Features Can Help Grocers Win Over 43% of Shoppers

The report also found that the overall consumer user journey has improved, driving adoption. The share of consumers citing ‘I had a good experience and want to continue shopping online’ as a reason to do so more often increased over the same period, from 39.7% to 53.4%, an increase of 35%. Similarly, the share citing that online shopping channels are “easier and more convenient” as a motivator increased from 60.2% to 76.3%.

Part of this improved user experience comes from the growing ability of grocers to make smart substitutions for out-of-stock items. While some brands still lag behind, offering ridiculously impractical suggestions, others are tapping into a range of proprietary and third-party data to present options more similar to what consumers themselves would choose.

Many of these upgrades have taken place behind the scenes, but over the summer Walmart announced a solution that allows pickers to leverage artificial intelligence (AI) to make more informed decisions. Likewise, Upskill, the augmented reality (AR) affiliate of tech company TeamViewer, introduced AI in picking and packaging with Google Glass, enabling grocers to process e-commerce orders faster and more efficiently. more precision.

Read more: Walmart Uses Predictive AI To Avoid Shame Of E-Grocery Substitution

“If you look at how shoppers’ trends have changed over the past 24 months, and which has accelerated significantly over the past 18, as consumer interest in online shopping and curbside pickup “Upskill founder Brian Ballad told PYMNTS in an interview,” there’s a speed, ability and precision challenge and, frankly, too. [it is difficult] to maintain any kind of margin in the extremely tight retail and grocery industry.

See also: Hybrid robot / human picking can alleviate the work challenges of e-grocers

With more efficient processing, more intuitive consumer journeys, and smarter use of data, grocers are removing major pain points from the e-commerce experience, driving adoption and paving the way for their digital future.



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