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The National Grocers Association (NGA) and Brick Meets Click (BMC) have published a research study which analyzes digital shopper readiness and retailer engagement.
Called the "NGA/Brick Meets Click Digital Check-Up," the paper reveals findings from an online survey of more than 22,000 grocery customers, which showed that not only are grocery shoppers ready to connect online with food retailers, but that a lot of them are already doing it.
“Independent retailers must quickly connect with their customers online, even if it’s just using the basic tools, or they risk losing business,” Bill Bishop, chief architect of Brick Meets Click told Progressive Grocer. “The thing that surprised me was that 13 percent of the shoppers surveyed had bought some grocery products online in the last 30 days. That tells you that while sales are still small, there's significant customer interest in online grocery shopping."
The survey was conducted in the first quarter of 2013 and included shoppers from seven different banners on the East and West Coasts and the Midwest. Key takeaways include information on consumer texting, Smartphone use, online shopping, grocer engagement and e-marketing. It is the first element of an NGA/Brick Meets Click partnership that will provide NGA members with insight to help them compete successfully in what is becoming a multi-channel grocery business.
"We are excited to expand our partnership with Brick Meets Click," said Peter J. Larkin, president and CEO, NGA. "By pairing their research expertise with our channel of independent grocers, we are increasingly able to bring value to our membership and keep them ahead of the game on shopper insights and engagement."
NGA is offering a free webinar to provide details of the webcast June 19 at 2 p.m. during which Bishop will discuss digital marketing in the food retail space.