While 87% of supermarket shoppers report regularly following one or more social media platforms, just 25% indicate they are friends with or connected to their primary grocery store, according to a study from the Retail Feedback Group (RFG).
Grocers aiming to bolster their social media interactions are going to have to add value to the experience through content and recommendations, similar to the way e-Commerce sites already include these features.
“Closing the social media gap presents a real opportunity as many shoppers will change their behavior based on recommendations from their social network,” said Brian Numainville, Principal at RFG in a statement. “For example, our research shows that 45% of supermarket shoppers are very willing to make a new recipe or meal, and 32% are very willing to purchase a new food item, based on social network suggestions.”
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While supermarkets still have a long way to catch up on social networks, 56% of supermarket shoppers do interact with their primary food store on one or more digital platforms. Among those who do, the most popular interactions include:
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Checking the digital product circular (65%);
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Researching special promotions (48%); and
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Building grocery lists (46%).
To no one’s surprise, Millennial shoppers are interacting on digital platforms at a higher rate (66%) than Baby Boomers (47%).
Online Satisfaction Strengthens Among Shoppers
While grocers are still finding their footing with online shopping, consumers appear to like the results they see so far. In-store satisfaction registers at 4.39 (on a scale of one to five) for supermarkets, but general/specialty food web sites offering delivery by mail or shipping company currently surpass this score with a 4.43.
Various online shopping formats have ratings that are closing in on the in-store rating, including:
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Online grocers with delivery and no physical stores (4.36);
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Traditional grocers with delivery (4.35); and
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Traditional grocers with pick up (4.25).
