Consumers want customized grocery store experiences

New PWC study in U.S. finds appetite for personalization

Everything old is new again. A recent study by PwC shows that, even with a growing number of online grocery services, shoppers in the U.S. still prefer to shop for their food at traditional grocery stores.

What has changed, though, is what they expect from their grocer. The new PwC suvey, which polled more than 1,000 shoppers across the U.S. between the ages of 15 and 85, shows that millennials in particular are looking for a shopping experience that reflects their own individual wants. Forget cookie-cutter offerings–these consumers expect to be tailored to on a micro level with a personalized path to purchase. Retailers should be using everything from targeted deals and coupons to convenient in-store set-ups to keep these customers coming back.

Here are some other findings from the report:

  • 83% of survey respondents prefer to shop at traditional grocery stores 
  • 50%+ complained of long lines and crowded stores 
  • 1% consider online shopping their primary way of getting groceries (it isn’t an access issue; 92% reported having the option to online grocery shop) 
  • 83% will want loyalty programs to offer flexibility in how they earn and spend points 
  • 1 in 2 said the main reason they don’t grocery shop online is that they can’t see the actual product

To download the Front of the line: How grocers can get ahead for the future report, click here.

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