Progressive Grocer - June 2018 - DF2

the 58 percent of online shoppers who don't use their
local grocer for online purchases, half say it's because
online isn't offered by their primary store.4 Then, retailers may need to partner strategically with third parties
and boost flexibility for pickup, delivery and everything
in-between to meet shopper demands.
Paying extra attention to stimulating fresh product sales
can pay off too. Fresh produce, meat and seafood are the
final frontier for at least one-third of shoppers, who say
they don't want to buy these items online.5 Fresh dairy
milk, a staple product in most households with 9 in 10
Americans consuming it at least occasionally,6 can be a
gateway into the fresh category, increasing a shopper's
confidence level in making a fresh purchase online.

Capturing new online shoppers
In addition to keeping current online shoppers delighted, it's also vital to draw in new shoppers to build
an ecommerce advantage in the grocery arena. Eighty
percent of those who shopped for groceries online in

45%

INCOME

32%

32%

Under $50k

$50k-$99k

64%
Once a month or more

21%

I've only done it once

30%
30-44

Online grocery frequency of use

15%

AGE

18-29

Loyal online shoppers also tend to be a particularly valuable demographic for grocery retailers: They are settled,
higher-income families. In fact, parents with children of
any age in the house should be a key target because these
households over-index for online grocery.9

A few times per year

Likely to shop online in 2018

32%

2016 also planned to shop online in 2017,7 and 64 percent
of those who grocery shop online do it once a month or
more.8 When shoppers like what you're offering online,
most will keep coming back for more.

Source: "The 2018 Grocery eCommerce Forecast," Unata, November 2017; "Food Shopping in America," The Hartman Group, 2017

45-59

39%

$100k+

Source: FMI survey, retailers and manufacturers, November 2017

2

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Table of Contents for the Digital Edition of Progressive Grocer - June 2018

Contents
Progressive Grocer - June 2018 - Cover1
Progressive Grocer - June 2018 - Cover2
Progressive Grocer - June 2018 - 3
Progressive Grocer - June 2018 - 4
Progressive Grocer - June 2018 - Contents
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Progressive Grocer - June 2018 - DF1
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Progressive Grocer - June 2018 - Cover3
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