Grocery shoppers still like printed circulars, but nearly as many also find online ads helpful and they’re increasingly digitally engaged. So says -Connecting with Modern Grocery Shoppers, a new report developed by Brick Meets Click (BMC) in partnership with Grocery Shopping Network.
“This study draws the most complete picture to date of how grocery shoppers are blending old and new media to make food purchasing decisions,” says Bill Bishop, Chief Architect of Brick Meets Click and Chairman of Willard Bishop.
“It will help food retailers and their suppliers more effectively manage the transition to a mix of print and digital communications.”
Among the findings:
- 80% of these shoppers still find the printed circular helpful, but the web is not far behind; almost 70% report they find online ads helpful.
- Price isn’t the sole driver of trips to retailer websites. Shoppers find non-price value in scanning recipes (71%) and building online shopping lists (58%).
- Digitally engaged shoppers show a lot of interest in adding grocery shopping apps: 21% have and use them, and 40% are considering adding them.
- 76% of digitally engaged shoppers still write shopping lists by hand.
“The study confirms that today’s shopper is combining online planning with in-store visits to make their grocery shopping more informed, cost-effective and enjoyable,” says Scott Lutz, CEO & President at GSN.
“It’s a candid, independent assessment that will help us better meet shopper needs.”
The full report will be released April 19.
