How Consumers Navigate the Aisles of Brick-and-Mortar Grocery Stores
Today, most consumers spend a portion of their grocery and CPG budget online. However, they’re certainly not abandoning stores altogether.
As we mentioned earlier, a whopping 95% of consumers have made a grocery or CPG purchase in a brick-and-mortar store within the most recent three months.
However, there’s no doubt we’re seeing some significant shifts in how consumers shop in grocery stores – and what criteria they’re using to assess potential purchases.
Consumers Rely on Mobile Phones to Aid In-Store Grocery Shopping
These days, consumers don’t go anywhere without their phones. So it’s not surprising that 89% of consumers say they use their mobile phone in grocery stores to help them shop, up slightly from 87% in 2021.
In-Store Grocery Shoppers Use Their Mobile Phones for Many Activities
How are consumers using their mobile phones to aid in their in-store shopping? 68% use their mobile phone to find or redeem coupons, making it the most popular activity. In-store grocery shoppers also use their mobile phones to review shopping lists (47%), read product ratings and reviews (46%) and search for competitor prices (45%).
Of note, consumers are significantly more likely to use their phone in-store to read ratings and reviews and search for competitor prices this year than they were in 2021. This reflects the growing importance of reviews, as well as increased price sensitivity, given increasing inflation. According to data from the U.S. Bureau of Labor Statistics (reported in Grocery Dive), food-at-home prices grew 8.6% during the past year, which is the fastest pace of growth since 1981.
How Consumers Use Their Mobile Phones in Grocery Stores
How have you used your mobile phone in grocery stores to help you shop?
Search for competitor belgium phone number list prices
Call or text a friend or family member for opinions on products
The Impact of Reviews on In-Store Grocery Shopping Behavior
Previous research found that over half of consumers read reviews when shopping in brick-and-mortar stores.
Our most recent research found that grocery shoppers are no exception. They want to be able to find reviews, and the presence of this content positively impacts their purchase behavior.
Most In-Store Grocery Shoppers Want Reviews for Unfamiliar Products
Consumers may not typically consult reviews when buying familiar grocery products. However, this content can help them learn more about products that are new to them.