2016 Global Research:
Customers are
shouting, are grocery
stores listening?
Accenture’s new survey of global grocery store shoppers reveals a rising intensity
that’s forcing companies to adapt more quickly to the shifting retail reality that
defines the customer experience. Below are the key findings from our research.
1 More grocery shoppers are shopping on the go
34%
used smartphones more frequently
to find what they want this year
(global average 40%)
39%
of global grocery stores have
smartphone apps with purchase capabilities
(global average across all segments 58%)
23% expect to purchase more
via smartphones this year
39% find it easy to purchase via mobile
devices (global average 48%)
2
Grocery store shoppers are
demanding more services via
their mobile phone while
shopping in store
SOUP
SHOPPERS
GLOBAL GROCERY STORES
45%
11%
can’t wait to receive
real-time promotions
can send real-time promotions
(global average across all segments 7%)
40%
want the ability to
automatically credit
coupons and
discounts
6%
1/2 OFF!
can automatically credit coupons
and discounts at checkout
(global average across all segments 16%)
34%
44%
want to use shopping
list / item locators /
navigators
have apps with shopping list capabilities
(global average across all segments 31%)
32%
44%
want to easily order
out of stocks while
shopping in store
provide the ability to easily order out of stocks
via mobile phone by offering free wifi in store
(global average across all segments 43%)
3 Retailer
capabilities that
were nice to have are
becoming must haves
What would most improve the
connected shopping experience?
46%
SHOPPERS
GLOBAL
GROCERY STORES
IN STOCK
None
provide storespecific stock
availability
information (global
average across all
segments 28%)
24%
The ability to check
product availability
online prior to
going to the store
2015
6%
have store staff who
can order out of
stock items for
customers (global
average across all
segments 46%)
2016
28%
14%
6%
have in-store
kiosks to order
out of stocks
(global average
across all
segments 9%)
The ability to easily
order out of stock
items in stores
2015
2016
4
Percentage of grocery store shoppers
who are satisfied with...
66%
65%
63%
Store environment
Product quality
Check out
Shoppers expect more...
SHOPPERS
Expectations
were met:
Return
policies
GLOBAL GROCERY STORES
Were not
satisfied:
46%
11%
Delivery
44%
61%
have next day delivery
options (global average
across all segments 56%)
11%
14%
Web
environment
39%
allow shoppers to return
online orders to the store
for a refund or replacement
(global average across all
segments 57%)
67%
44%
28%
14%
have same day delivery
options (global average
across all segments 11%)
enable delivery scheduling
on a specific day (global
average across all
segments 49%)
have click & collect
capabilities (global average
across all segments 39%)
5 Grocery store shoppers are online
to find what they want to purchase
Shopping for
GROCERIES
61%
2015
Shopping for
HEALTH AND
BEAUTY PRODUCTS
67%
69% 73%
2016
2015
Going online to purchase (global average
across ALL segments)
76% 80%
2016
2015
2016
32%
21%
6 Health is becoming
less of a taboo
subject for grocery
store shoppers
Percentage of shoppers
who are willing to provide
health information to
retailers (global average
across all segments 27%)
2015
2016
7 Grocery store shoppers want retailers
to improve the customer experience
(without invading their privacy)
Percentage of
SHOPPERS
think that the
following are:
COOL!
CREEPY!
Items automatically discounted for loyalty points and discounts
73%
1/2 OFF!
5%
Websites optimized by device
54%
15%
Reminders of what they need to refill online
46%
23%
Promotional offers sent to them in store for items they are considering
43%
21%
Websites that provide recommendations based upon social media activity
32%
39%
Retailers showing feedback left by their friends on products they’re considering
31%
37%
Sales associates who know what is in their online wishlist/basket
28%
41%
Global sample of consumers: Accenture surveyed over 10,000 consumers (over 1420 who said they had shopped at grocery stores in a
multi-channel way) in 13 countries around the globe (Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, South Africa,
Spain, Sweden, the UK, and the US) who have shopped online and in stores in the last three months who indicated regular internet
and smartphone use. This survey has a 95% confidence level with a margin of error of +/- 2.3%. Survey conducted in November 2015.
Global retailer benchmark: Accenture benchmarked over 160 retailers (18 grocery stores) representing the apparel, consumer
electronics, department store, discount/mass/hypermarket, grocery, drug/health & beauty, and home improvement sectors in 10
countries: Brazil, Canada, China, Germany, Italy, Japan, Spain, Sweden, UK, US.
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