Winning the Grocery Wars: Examining the Link Between Consumer Behaviors and Technology Strategies

Examining the Link Between Consumer Behaviors and Technology Strategies

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By Jordan K. Speer

Grocery retailing is evolving at a pace never before seen, and in ways that blur the four walls of the traditional shopping experience. Mid-way through preparing for a football-watching party in three hours and forgot the chips? Now consumers can order online and grocery stores such as Kroger will deliver to doorsteps in as fast as an hour. Need to know which supermarket has the week’s best price on blueberries? Mobile apps let shoppers check for sales and promotions, search for coupons, and compare prices — from anywhere, of course. In the car with a sleeping baby and out of milk? Some retailers offer curbside delivery. Want to try something new that can’t be found at every store? Grocers are increasing their locally sourced programs.

The continuing rise in personalization and fulfillment options is exciting for customers, but it throws exponentially more variables into the mix for grocers. To manage the next-gen experience that consumers are seeking requires grocers to be on top of their games across their supply chains as well as in the store, online and wherever the customer happens to be. While consumers don’t come into the picture until close to the end of the process, grocers must get a lot of things right long before the customer heads to the store to stock up on the week’s food and sundries.

Top 5 Business Opportunities for Grocers

Advancing Digital Capabilities Developing Personalized Marketing Capabilities Proprietary Product Development Expanding Home Delivery Expanding Mobile Capabilities

73% 58% 45% 43% 43%

over the next 18 months

Source: RIS, “2019 Grocery Tech Trends Study”

Grocers report omnichannel customer expectations have increased over the past five years with 43% saying they have increased greatly.