2 February 2015
How the Rise of Multichannel Grocery Shopping is Changing the Way Consumers Buy
Online and multichannel shopping has become one of the most discussed retail trends of our time. Commentary around multichannel shopping in the grocery space gravitates quickly to extremes. Many have made profound and hyperbolic statements about how online will fundamentally change grocery shopping, while others are more sceptical about widespread consumer adoption of online shopping in this category.
This bipolar debate isn’t particularly helpful, nor are the discussions about growth rates for online shopping in other industries. The fact is, consumers are making significant changes in the way they shop for groceries across online and in-store channels and this has important implications for brands and retailers. In the grocery retail category, many brands now see one-fifth to almost half of their sales from online purchases. Growth is expected in all aspects of the market.
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