If we had to choose a single word to describe today’s consumers, “connected” would surely rise to the top of the list. Indeed, digital has disrupted a whole host of interactions, including the way we watch video content and the ways we communicate with friends and family.
The way we shop is no exception. Traditional brick-and-mortar retailers are expanding their digital presence, while pure-play retailers are opening physical stores. The notion of being connected is taking on new meaning: Retailers are implementing innovative digital technologies that are transforming the shopping experience, in order to become more relevant to consumers’ lifestyles and shopping occasions. Thinking in terms of bricks versus clicks is outdated; bricks-and-clicks is the current and future retail reality.
This study examines the underlying factors that influence the evolving digital path to purchase. We review the pain points and barriers associated with buying fresh and other consumable products online, and we uncover the activation strategies that can help overcome these obstacles. We also provide a view into the digital technologies consumers are using in stores today and the ones that hold promise for tomorrow. Finally, we outline the biggest disruptive trends that will fuel the growth of connected commerce in the years to come.
Attitudes about buying fresh and household groceries online are currently mixed. Among respondents who have purchased household cleaning and paper products online, respondents are likeliest to say they buy more often online (41%). For beauty and personal care, one-third say they buy more often online, while 41% say they buy online and in store with the same frequency.