Bricks & Clicks: Global Grocery Shoppers Want A Blended Experience

When we connect to our favorite websites, apps and online entertainment services, we’re often immediately immersed in a convenient and unique experience tailored to our interests. Based on criteria like previous purchases, custom settings and demographic information, our experience is streamlined, from product recommendations to speedy checkouts. Now imagine a grocery store where you can receive personal recommendations and offers the moment you step in store, your checkout takes seconds and you can pay for groceries without ever taking out your wallet. Sound far-fetched? It’s closer than you think.

Though technology has fundamentally transformed the way industries such as music, books and videos operate, change has been more evolutionary than revolutionary in the consumer packaged goods (CPG) industry. But digital is redefining what it means to “go” grocery shopping. Lines between the physical and digital worlds are blurring. Shoppers are growing accustomed to the benefits of digital in other retail settings and are beginning to expect them in grocery as well. Savvy retailers are winning by leveraging technology to enhance the shopping experience and meet consumers’ evolving desires.

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