retail news in context, analysis with attitude

Fascinating study from MyWebGrocer and FGI Research that looks to segment "online grocery shoppers and planners by examining their opinions on in-store and online shopping preferences. While many digitally active shoppers are using similar solutions to improve their grocery buying experience, their attitudes and motivations differ.  Understanding how these shopper segments think, as well as act, is critical for both grocery retailers and brands looking to engage with them digitally.

Full disclosure: MyWebGrocer is a longtime and valued MNB sponsor. But we would have posted this story even if it were not a sponsor, so it seemed reasonable to post it despite its support.

The results identified five distinct shopper types:

• The Reluctant Shopper "minimally plans to make the grocery trip bearable, primarily reviewing online weekly specials a few days before they shop."

• Traditional Grocery Enthusiasts "are the oldest group of shoppers, leveraging online resources mainly to research grocery store weekly specials.  This group enjoys the in store shopping experience."

• The New Digital Shopper "is the youngest and most ethnically diverse group, with very active schedules.  They do all of their planning online, search for deals, and are leveraging mobile and ecommerce to streamline their shopping when it’s available to them."

• The Passionate Planner "enjoys planning and excels at it, as she builds lists in advance, uses online meal planning tools, and searches for recipes and product reviews online."

• The Affluent Online Shopper group "is extremely busy and has little time to plan and go to the grocery store" and "feels that online shopping is very easy and convenient. "

MWG and FGI said that they leveraged the Grocery Voice Panel, described as "a consumer panel of 30,000 digitally active grocery shoppers and planners, to conduct this research.  The Grocery Voice Panel is comprised of highly qualified respondents who have agreed to participate in market research studies about why they shop the way they do."
KC's View:
And the thing is, I have to believe that more and more, as digital natives make up an ever greater percentage of the population, the people who are in the last three categories are going to outnumber the people in the first two. Which means that every retailer has to start formulating strategies for how to be relevant to and appeal to those shoppers.