As consumers weigh where to buy their groceries, ease and convenience are the top priorities.
Research from PYMNTS’ study “Consumer Inflation Sentiment Report: Higher Prices Fuel a Deal-Seeking Competition,” which drew from a survey of more than 2,100 U.S. consumers in February, found that 77% cited ease and convenience as key factors that influenced their decision of where to make their most recent grocery purchase.
These considerations outranked all others, including price and discounts (which motivated 67% of grocery shoppers), loyalty and familiarity (44%) and quality of products and services (34%).
Certainly, grocers are looking to step up their convenience in a bid for consumer loyalty. Grocery giant Kroger, for instance, is turning its focus to eCommerce.
“Despite the easing of pandemic-related shopping behaviors that led to a significant increase in online shopping, more and more customers are incorporating eCommerce into their daily permanent routines, recognizing the value and convenience online shopping offers,” CEO Rodney McMullen said on the company’s most recent earnings call. “We expect digital sales will continue to grow at a faster pace than overall food-at-home sales and believe Kroger is well-positioned to deliver double-digit growth in over the next three years.”
Similarly, the world’s largest grocer, Walmart, is looking to boost its digital fulfillment capabilities to make its offerings more conveniently accessible, as CEO Doug McMillon said on the mega-retailer’s latest earnings call.
“Because of the work we’ve done around pickup and delivery from stores, clubs and expanded assortment through [fulfillment centers], we’re increasingly known for the convenience we offer,” he said. “In fact, our U.S. customer feedback showed strength in price and convenience. Our reputation for price remained strong, and our score for convenience has risen to nearly the same level.”
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