Time is valuable and the process of shopping is constantly evolving. Customers are in constant search for convenience. A trip to the store takes valuable time – finding parking, wandering aisles, fighting impulse purchases and standing in checkout lines. But online shopping particularly mobile shopping changes everything. No lines, no traffic, no fight for the better parking spot. Just hop over to Peapod or Amazon Fresh, click off everything on your list and schedule delivery. Traditional grocery shopping could be a thing of the past.
If you think about it, grocery delivery is not a new concept. The milkman had been walking around delivering fresh milk and an occasional carton of eggs decades prior to today. In fact many houses even had milk doors. While these deliveries were primarily for refrigeration reasons, it got the customer accustomed to convenience and ease. There wasn’t a reason to run out just for one carton of milk when it would be delivered in a day or two. Peapod entered the grocery delivery game in the late 1980s but has recently exploded with advances in technology, taking the grocery delivery service to new heights. With the click of a button these services can deliver an entire carts worth of groceries to your doorstep. These services are gaining serious headway and are projected to continue growing. In fact, even Walmart is getting into the fray testing online ordering with storefront drive-up and pick up.
With online grocery shopping on the rise, what exactly is happening in the stores? First – stores are seeing a new wave of consumers walking down the aisle – men. Men are heading into the grocery store in droves equal to women. Fifty-one percent of men are now reported as primary shoppers. Since the audience has been traditionally female, brands must adapt to this new audience. These changes can be reflected in brand packaging, store placement or even flavors that are more appealing to men. For example, the smoky and grilled flavored products have also become increasingly popular in the last few years. Coincidence? Males are more apt to be drawn to these flavors and with their increased presence in the stores these flavors are here to stay.
Second – stores are moving from utility to experience. Consumers don’t want to do something they dislike. If stores can become a destination and create a positive experience consumers will look forward to shopping. Many stores are adding coffee bars, premium product locations like cheese vaults, expanded wine departments and more. Getting milk might not be so bad with a sample of 7 year aged cheddar and a chai latte.
Don’t expect the grocery store to go anywhere – but expect a blended version of home delivery, store pickup and improved shopping experience. The general store and the milkman can both survive today’s modern consumer with a little give and take. But it’s safe to say the milkman is making a comeback, and he’s bringing so much more than milk!
Written by Kristin Ziegelbauer
Marketing Assistant
