BARRINGTON, Ill. — In a survey of 22,000 grocery customers, 13% said they had bought some grocery products online in the last 30 days.
“That surprised me,” said Bill Bishop, chief architect of Brick Meets Click here, which conducted the survey. "That tells you that while sales are still small, there's significant customer interest in online grocery shopping."
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The survey forms the basis of a paper on digital shopper readiness and retailer engagement, "NGA/Brick Meets Click Digital Check-Up," done in collaboration with the National Grocers Association, Arlington, Va. The full report publishes in fall 2013.
The survey was conducted in the first quarter of 2013 and included shoppers from seven different banners on the East and West coasts and the Midwest. Among the findings, on average 68% of shoppers text in the last seven days; 59% own smartphones; 68% visit retailer’s website; 53% receive email from a retailer; and 20% “liked”a retailer’s Facebook page.
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The report is the first element of an NGA/Brick Meets Click partnership that will help NGA members them compete in a multi-channel grocery business.
"We are excited to expand our partnership with Brick Meets Click," said Peter J. Larkin, president and chief executive officer, NGA. "By pairing their research expertise with our channel of independent grocers, we are increasingly able to bring value to our membership and keep them ahead of the game on shopper insights and engagement."
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