Online-only grocery shoppers are 3.5 times more likely to be loyal to brands, with 93% having specific brands in mind when creating their shopping list.
Chicory, the leading contextual commerce platform, released key findings from its survey titled “The Impact of Store and Brand Loyalty in the Omnichannel Shopper’s Journey.” This survey is the third installation of Chicory’s three-part research series, which seeks to decode the omnichannel shopper’s path to purchase.
“The omnichannel experience offers brands and retailers countless consumer touchpoints, leaving them wondering where to focus their efforts,” said Chicory Co-founder and CEO Yuni Sameshima. “According to our latest survey, the answer is clear. Online shoppers are more loyal than in-store shoppers, making it a priority for brands and retailers to reach digital shoppers where they know they’ll be, like meal planning on a recipe site. This type of off-platform targeting will help reach new buyers and increase customer lifetime value.”
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Chicory’s latest survey of over 700 consumers reveals how and when store and brand loyalty influences a grocery shopper’s behavior, from recipe inspiration to checkout. Below are just a few of the key insights from the study, also summarized in an infographic.
Digital grocery solutions have been widely adopted
Nearly half (47%) of the survey’s respondents embody the definition of omnichannel shopping, reporting that they have shopped both in-person and online in the past 60 days. The remainder of respondents reported shopping in-person only (42%) or online-only (11%) in the past 60 days, bringing the total number of digital-savvy grocery shoppers to almost 60%.
Majority of meal planning takes place online
Most consumers are not only omnichannel shoppers, but omnichannel planners too. Of those surveyed, 41% said they plan their meals both offline and online, and 22% said they plan exclusively online, bringing the total number of digital-savvy planners to 63%.
Online shoppers are more loyal to brands and stores
Brand and store loyalty matters more to the online shopper. Online-only shoppers are 3.5 times more likely to be loyal to brands, with 93% having specific brands in mind when creating their shopping list. Online-only shoppers are also 14.7 times more likely to be loyal to the same grocery store.
Price is the top consideration for grocery shoppers
Price has the power to sway brand loyalty. According to respondents, the number one driver of brand swaps is price (52%). When shoppers are considering a repeat purchase, price is the top consideration again (32%), followed by taste (21%) and nutritional health (13%).
Off-platform sites are key to the omnichannel shopper’s journey
A significant portion of digital meal planning and shopping occurs off-platform, before shoppers go to their preferred retailer. Of shoppers who had not visited the retailer’s website or app in the last 60 days, the majority (57%) still did their meal planning online, but not on the retailer’s platforms.
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