Often described as "spectacular" failures, the demise of online grocers like Webvan and HomeGrocer in the early 2000s soured many an investor and industry analyst on the topic of e-grocery. Consumers, however, never seemed to let go of the idea, in part because of their increasing immersion in all things Internet and digital.
Whether simply browsing the Internet for meal and recipe ideas, or undertaking a major grocery shop, the fit between in-home, and now mobile, behaviors and the relatively complex task of in-store grocery shopping has developed positive synergies with today's online grocery business models. One simple reason for this lies in the fact that shopping itself has progressively gone virtual, and while food (especially perishables) remains one of the last few remaining categories of consumer products to "go digital," there is growing evidence that several aspects of grocery shopping are trending to online.
The Online Grocery Shopper report provides the in-depth understanding about food culture and shopper engagement in digital technologies to help companies seize the evolving opportunities and navigate the emerging challenges posed by the growth of grocery e-commerce in the United States. Areas of exploration include:
The report additionally provides both near- and long-term recommendations to attract, retain and increase the use of online grocery shopping.
The variables that compose online grocery today are diverse. While often defined as the ability to browse and order foods and beverages online, digital food experiences themselves, composed of narratives steeped in food culture, are also a significant part of the business and can serve to boost either in-store or online shopping experiences.
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Today's Online Food, Beverage and Grocery Shopper
Tomorrow's Online Food, Beverage and Grocery Shopper