Shop Fulfill Personalize

3 key ingredients to driving omni-channel success for grocery retailers

Shop Fulfill Personalize

‘Omni-channel’ has almost become an overused buzzword in retail. However, that does not change the importance for the grocery retailer of embracing true omni-channel capabilities. These capabilities are required for retailers as they strive to meet the cross-channel shopping expectations of consumers by providing a seamless experience across all channels. Many retailers feel these expectations will continue to evolve. As shopping behavior changes, consumers shop in their chosen channel at any particular time, and with their choice of technology. This consumer-driven expectation drives the realization that grocery retailers require omni-channel capabilities.

Despite the requirement, grocers appear to have been slower to adopt omni-channel functionality. For general and specialty retail, the value of omni-channel is more apparent as consumers move seamlessly between ecommerce, call center, and store channels. Their customers shop with mobile and other devices, often blurring the lines between channels. The shopping experience differs in grocery from other segments because of aspects such as freshness and perishable items. The grocery segment also has significant value in local relationships. The local nature of the segment provides both logistics constraints as well as opportunities due to local store fulfillment and different fulfillment expectations across channels.

These differences highlight the grocery omni-channel focus on cross-channel sales and fulfillment processes that provide assurance and trust in the quality of product. As the retailer responds to threats in the marketplace, embracing omni-channel capabilities is an opportunity for the grocery retailer to meet rising consumer expectations and increase the relevance of physical stores. In the end, improving the consumer shopping experience and driving loyalty creates value for the retailer.

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