Customer buying behavior has changed significantly for years, so grocery shopping can never be the same as decades ago. But what about the uncertainties and the future? Rapid growth for enhanced digital capabilities combined with customization in grocery stores allows grocers to undergo a seamless transformation in today’s highly competitive market. The convergence of the physical and digital customer experience is the reality and, one needs to take steps on time to make the unification of both platforms frictionless and seamless.

The Convergence

For both customers and grocers, the convergence of physical and digital stores are encouraging. In the offline and online spaces, customers are already engaged with grocery stores. Also, when these two spaces blend more closely together, brands can have the potential to consider the likes, dislikes, and messaging habits of their consumers more broadly. Grocers need to take a few primary steps to reap the advantages of this convergence.

Focus on emphasizing overall experiences

Merging physical and digital is an opportunity for the modern shopping experience to introduce unexpected experiences. Also, the goal for grocery retailers should not be limited to gain customers based on purchasing behavior, but also to anticipate the feelings that push customers to buy or not.

Grocery retailers can use digital initiatives to evaluate non-buyer behavior, for example, recognizing emotions that influence product preferences while delivering a shopping experience that is more engaging and interactive. Grocers may use data not only for their online storefront but also for their brick-and-mortar shop to implement changes.

Physical Store + Web Store: Better Engagement

The grocery industry is evolving. Instead of considering online presence as an alternative to a traditional store, grocery retailers need to merge the two experiences because consumers are looking for stores that combine their digital and physical touchpoints into a seamless and exclusive shopping experience. 

Physical stores have continued to play a crucial role in the consumer experience in the e-commerce era. According to a survey, almost two-thirds of U.S. grocery shoppers choose to purchase products in physical stores, given COVID-19 fears. At the same time, however, one-quarter of respondents use contactless services such as delivery and pickup of online groceries.

The truth is that having both services can provide strong engagement for better results than holding them apart.

Real-time Insights

The grocers must communicate to each potential shopper with the right deals at the right time to secure the trust of the shopper. With the help of big data, grocers can now discover the perfect times to connect with shoppers to attract and retain new shoppers by increasing the average order value and lifetime value of shoppers. Today, Modern Grocer uses highly personalized marketing techniques when bringing multiple products to satisfy customized expectations that increase the customer’s desire, all with better transitions and reduced costs.

What’s next?

Undoubtedly, digital and physical store convergence is about the fusion of simplicity and accessibility, giving all customers the information they want in their journey whenever they need it. So when the chance arises, grocers deliver the product in an even more desired sense and destination. Although the grocery industry is undergoing rapid transformation, the goal stays the same, satisfying the consumer in the best possible manner.

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