The grocery industry faces a shift as consumers become more sophisticated and price-aware, relying on digital channels to enhance their shopping experience. Although many consumer product brands have focused on e-commerce platforms, a report indicates that nearly 90% of grocery transactions still happen in-store, highlighting a critical opportunity. Brands can utilize digital tools to engage customers before their shopping trips and deliver tailored offers while they shop. However, technology disparities mean that regional stores lag behind larger chains like Amazon and Walmart in implementing these strategies, leading to a competitive disadvantage in retail media spending.
Today's grocery shoppers are more demanding, savvy, and cost-conscious, leading to a digital transformation opportunity that CPG brands must navigate carefully.
Despite a focus on ecommerce, 90% of grocery transactions still happen in-store, suggesting a significant opportunity for brands to engage customers at retail locations.
A technology gap is hindering CPG brands from engaging effectively with shoppers in independent grocery stores, who dominate local shopping behaviors compared to national chains.
Larger national grocery chains have more resources for digital marketing and personalization, leaving smaller independent grocers struggling in the competitive retail media landscape.
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