Bring Multichannel Shopping Experience to Grocery Retail

When it comes to grocery shopping, customers increasingly expect an experience that allows them to shop how they want, when they want. To keep up with the competition and meet customer demands, retailers must provide an online shopping option that is easy to use and integrates well with their in-store offerings. Businesses can improve customer loyalty and drive sales growth by delivering on this multichannel promise.

Grocery stores are changing because of the pandemic. With more people focused on health concerns and avoiding crowds, grocery shopping has become an enjoyable experience through multiple channels like online ordering or delivery apps. Supply chain issues are also making inventory a more significant variable for change. Stores now must keep inventory updated constantly to ensure customers have access to a real-time account of what’s available at the store while shopping.

What is Multichannel Retail?

  • Multichannel retailing provides a customer-oriented shopping experience across digital and physical channels while maintaining brand consistency.
  • Multichannel retail is all about giving customers the best experience possible.
  • To better serve the needs of their customers, retailers must be able to create interconnected systems that share information and support people throughout all stages of a journey.
  • Successfully done, multichannel approaches can boost online sales and encourage more in-store visits.

Benefits of a Multichannel Approach

100% Transparency

Real-time inventory systems have helped retailers track the movement and availability of their products between stores, distribution centers, and home delivery couriers. In addition, with multichannel integration capabilities, it is now possible to offer customers more transparency about their orders when purchasing online since orders are tracked automatically.

“You Can Look, but You Can’t Touch.”

Online shopping has been growing exponentially, but one drawback is that customers cannot physically interact with food before purchasing. At traditional brick-and-mortar stores like Walmart or Target, shoppers or store pickers can choose specific steaks from the meat counter. They can also feel how ripe an avocado or banana is by touching them firsthand. This personal touch isn’t possible on eCommerce sites like Amazon because everything is ordered online and delivered straight to your doorstep.

The multichannel approach enables retailers to bridge the gap between online and in-store shopping by giving customers flexibility. For example, customers may opt for home delivery or pick up items on their weekly shopping list and then create a second list for in-store visits for perishables, meats, and vegetables.

Customers Spend More

According to new research from Symphony RetailAI, multichannel grocery shoppers spend on average 20% more on purchases and shop more frequently than those who visit the store. The convenience and speed of online are hard to beat. Furthermore, it is easier for customers to create grocery lists and remember items they might pick up during a regular in-store shopping trip.

Customers who purchase products online and do curbside pickup aren’t exposed to traditional in-store marketing efforts. Therefore, having a cutting-edge flyer design that integrates with your website features makes it easier to sell products and offer those impulse buys.

Is Multichannel Retail the Future?

With the rise in online grocery shopping, retailers are looking for ways to make their stores more accessible and will continue to do so going forward. As a result, the adoption rate of e-commerce will continue climbing among all types of grocery retail as this gap between an offline experience and one on continues to widen.

Comosoft’s LAGO software automates and optimizes multichannel marketing activities, significantly cutting production time and costs. LAGO has been a reliable multichannel marketing solution for over 25 years for RetailGroceryAgencies, and more.