Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 21

THE MOBILE GROCERY
EXPERIENCE
Grocers are digitizing food shopping, removing friction
from the trip and providing added value to the customer.
BY ANDREW HIND

THE world has become digitally connected by mobile devices. The technology

has been with us for a while now, but only recently has it been leveraged by forward thinking grocers to offer the promise of a transformative new experience.
It's no secret that the digital evolution is changing everything around us. The
grocery industry is no different. Mobile devices mean we are interacting with
grocers more frequently and in new ways, sometimes from the comfort of our
couch and sometimes even as we roll a cart through a store filling it with foodstuffs. This new reality is resulting in an evolution in the shopping experience
and in the ways grocery retailers provide customer service.
Slow online growth

First, let's look at some metadata to put things in perspective. Online grocery
shopping has received a lot of attention in recent years. But currently it remains
a relatively small proportion of total grocery sales in Canada. Total online grocery expenditure is estimated at approximately $2 billion, with growth predicted
to climb to almost $4 billion in the next couple of years, with the current activity
largely focused in and around the Greater Toronto and Vancouver areas.
That's a tiny portion of an annual retail food market of almost $100 billion, $80 billion of which is focused on traditional grocery stores. It's also a figure that is dwarfed by online grocery shopping in the
United States where it represents four
"In our survey, 32 per cent
per cent of total food purchases and
of respondents felt that
is expected to grow to 20 per cent by
quick and easy payment
2025. In many European markets, nomethods-including mobile
tably Great Britain, the numbers are
even higher.
and contactless payments-
The Canadian market is relatively
were an important part of
late to the online grocery game with
their in-store experience."
Canadians slowly embracing the
concept. This is in part due to the fact
ANITA MCOUAT
PwC Canada
that Canadians are simply much less
likely to shop online than Americans.
Estimates of online shopping range from 2.5 per cent to 6.5 per cent of total retail
sales, whereas in the United States it's closer to 10 per cent. At the same time,
as the PwC Canadian Consumer Insight Survey 2019 reveals, Canadians prefer
to shop for their food in stores. "While online grocery options are expanding
in Canada, the majority of Canadians still go to the store for groceries and, in
fact, our survey found that 70 per cent of those that prefer going to the store do
it because they prefer to see and touch the products," explains Anita McOuat,
National Industry Leader, TMT & Consumer Markets, PwC Canada.

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FOOD & GROCERY

| CANADIAN RETAILER | 2 1


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Canadian Retailer Magazine - The Food & Grocery Issue 2019

Table of Contents for the Digital Edition of Canadian Retailer Magazine - The Food & Grocery Issue 2019

Contents
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 1
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 2
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - Contents
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 4
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 5
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 6
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 7
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 8
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 9
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 10
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 11
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 12
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 13
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 14
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 15
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 16
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 17
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 18
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 19
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 20
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 21
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 22
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 23
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 24
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 25
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 26
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 27
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 28
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 29
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 30
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 31
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 32
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 33
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 34
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 35
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 36
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 37
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 38
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Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 41
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Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 58
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