Omnicommerce

NEW REPORT: Consumer Attitudes About Digital At The Grocery Store

When it’s time to restock the refrigerator each week, consumers want and expect their grocery shopping experiences to be convenient, simple and fairly priced. According to the latest PYMNTS data, the grocery industry’s biggest names are ahead of the game in terms of meeting customer expectations. 

The results of the latest Omni Usage Index™, powered by PYMNTS and Vantiv, found customers who shop at large-format grocery stores (defined as nationwide chains like Kroger, Safeway and Aldi) are notably more satisfied than their smaller counterparts. 

PYMNTS researchers found that omnichannel features offered by large stores received an average satisfaction score of 31.9 out of 100, roughly a point higher than the Index average. At the other end of the scale, features offered by small-format stores received an average Index score of just 26.5 out of 100.

To learn more about the state of the grocery industry, PYMNTS surveyed more than 4,000 consumers about their most recent trip to the grocery store. We asked them questions about their shopping experiences, their knowledge of various omnichannel features offered by the grocer, whether they used these features and how they felt about them. 

Interestingly, features at larger-format stores even had higher awareness scores than at smaller stores. For example, PYMNTS found 73 percent of consumers visiting large stores were aware of the store’s mobile apps. Meanwhile, the majority of small-format shoppers, more than 55 percent of respondents, were unaware of their store’s app.                    

Other key takeaways from the December 2017 Index include:

  • 69.5 percent: share of consumer respondents who shop at large-format stores.
  • 31.1 out of 100: average score for Digital Consumers, which outranked scores for Any-Channel Consumers (30.6 out of 100) and Brick & Mortar Consumers (29.7 out of 100)
  • 33 percent: share of large-format shoppers who have tried or want to try “Value Me” features, the highest percentage of any category.

To find the rest of the data and insights, including nearly 750 data points, check out the inaugural edition of the Omni Usage Index™, powered by PYMNTS and Vantiv.

To download the Omni Usage Index™, powered by PYMNTS and Vantiv, please click below.

  

About the Index

The Omni Usage Index™, powered by PYMNTS and Vantiv, measures consumer satisfaction with various omnichannel purchasing features at grocery stores, focusing on how shoppers feel about retail brand offerings across multiple channels. The Index is based on a survey of more than 4,000 consumers regarding their most recent trip to the grocery store. We asked them questions about their shopping experiences, their knowledge of various omnichannel features offered by the grocer, whether they used these features and how they felt about them.

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