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The Top 5 Grocery Consumer Expectations of 2024

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Found in:    snapshot | engage | Catapult CX Analytics | Grocery | Retail/Ecommerce

Grocery Store

Consumer retail grocery expectations are rapidly evolving, and as 2024 arrives, the landscape is changing dramatically.

According to Statista, online grocery shopping is poised to be a significant trend, with the global market size expected to nearly double. Consumers are seeking more convenience and personalized experiences, and are increasingly aware of sustainability concerns. This McKinsey report predicts a rise in demand for locally sourced and organic produce. Furthermore, advancements in technology may see widespread adoption of AI and robotics in the retail grocery sector for tasks such as inventory management, as explained in this TechCrunch article.

Here are the top 5 consumer expectations as it relates to the grocery industry in 2024:

1. A Personalized Experience

The modern shopper expects a personalized shopping experience. This includes personalized product recommendations based on previous purchases, as well as personalized coupons and promotions.  Amazon’s Whole Foods leverages the power of customer data from the Amazon ecosystem to offer personalized product recommendations and offers.

2. Consumer convenience 

Today’s consumers prioritize convenience. They appreciate online shopping options, home delivery, contactless payments, and quick, efficient checkout processes, both in-store and online.  Walmart offers a robust online shopping platform complete with home delivery and curbside pickup options, setting a high standard for convenience.

Read more: Deliver Your Food, And Your Customer Experience, The Right Way

Just make sure to avoid these three main pitfalls in grocery curbside pickup service.

3. Sustainability

Shoppers are increasingly conscious of their environmental impact. They expect retailers to share this concern and show it by offering a range of locally sourced and organic products, using minimal packaging, and reducing food waste.  Trader Joe’s demonstrates a commitment to sustainability with a wide array of organic product offerings and a business model that prioritizes local sourcing and minimal packaging.

4. Transparency

Consumers want to know where their food comes from and how it’s produced. They expect transparency in supply chains, clear labeling, and readily available information about product sourcing and ingredients.  Kroger has implemented a ‘Farm to Fork’ policy, providing detailed information on product sourcing and ingredients, hence ensuring transparency.

5. Seamless Technology Integration

With the increasing prevalence of smartphones and wearable tech, shoppers expect a seamless integration of technology in their shopping experience. This includes things like mobile payments, digital coupons, and even AR-powered shopping assistants.  Alibaba’s Hema supermarkets in China showcase the future of technology integration with features like mobile payments, in-app grocery ordering, and an AR-powered shopping assistant.


Grocery Retail: Here’s What’s Next

By listening to their customers and measuring customer service standards, grocery brands can stay ahead of the curve and deliver what their customers need and want most.

Customer Satisfaction Surveys serve as a constant listening-post for customers and highlight customer perception and trends, however the most successful grocery brands start their customer experience measurement strategy with firsthand, location-specific feedback that informs decisions all the way to the top of their organization: Mystery Shopping.

Mystery Shopping measures customer experiences alongside operational standards and brand performance against the competition. In addition to the actionable insights mystery shopping provides, store audits can ensure compliance with highly detailed operational and safety standards.  These help store leadership make updates as rapidly as possible to maximize safety and customer satisfaction.

If you’re not sure where to start, here’s how you can figure out the right focus for your Mystery Shopping program.

Companies like Second To None can also help you create a well-rounded strategy that’s specific to your grocery chain. 

Read more: Ideal Goals for a Mystery Shopping Program

Read more: Strengthening Brand Presence in the Grocery Industry

Make sure your grocery chain is meeting the 2024 expectations of your customers and you’ll be ahead of the pack.

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