Grocers Must Offer Personalized eCommerce Experience, Data Reveals
In order to meet the evolving eCommerce expectations of today’s savvy consumers, grocers must harness the power of data analytics to offer online experiences tailored to shoppers’ individual needs and preferences.
Research from PYMNTS’ recent study, The Tailored Shopping Experience: Meeting Consumers’ Online Expectations , created in collaboration with headless commerce system Elastic Path , revealed that 30% of online shoppers are “very” or “extremely” likely to prefer merchants that offer tailored online shopping experiences. Additionally, the study, which is based on an early spring survey of a census-balanced panel of more than 2,000 U.S. consumers, found that this share increased to 43% for millennials.
For online grocers, offering tailored experiences can be especially crucial, as many consumers are used to the personal touch they would get in the neighborhood stores they frequented multiple times a week for years on end.
“Loyalty programs can create the sense of recognition and engagement no different than if you walk in one of our stores where you’ve been shopping for 20 years, and we say, ‘Hey, Mrs. Jones, how are you?’” John Ross , president and CEO of the Independent Grocers Alliance ( IGA ), told PYMNTS in a December interview. “Digital technology does allow you to replicate a lot of the effects of high quality of service.”
See also: Supermarkets Rethink Physical and Digital Aisles for Grocery’s Connected Future
One of the key ways that grocers can use data to personalize the online shopping experience is by surfacing items that consumers actually want, including both previously purchased items and tailored suggestions informed by those previous purchases.
“[There’s now] the expectations that your online grocer understands you, the expectation that they save you time, the expectation that the next time you come there, they’re able to really offer you a better reflection of what you need, […]
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