Study: Digital now influences more than half of grocery sales | Food Dive

The payoff to capture digital consumers can be huge. Deloitte found that consumers who embrace digital options — whether e-coupons, on-demand local delivery or mobile checkout — convert 9% more often than those who don’t use digital in the lead-up to their purchase decision.

Kroger is one leading grocer that consistently reports gains in new digital customers and visits, while growth in mobile visits is outpacing overall digital growth. It’s not surprising since the mobile app is where Kroger really excels in its use of data mining and shopper analytics to personalize promotions and deliver great value and relevancy to shoppers on a one-to-one basis. It’s this personalized pricing through e-coupons and mobile app offers that helps retain a steady base of loyal customers by keeping the retailer price-competitive against Walmart and discounters like Aldi and Lidl.

Like it or not, grocery shopping is starting to head down the digital path. If other categories are any indication, digital disruption will move very quickly. Retailers must get on board by making the necessary investments — or risk being left behind.

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Study: Digital now influences more than half of grocery sales | Food Dive.