Facebook, YouTube and Instagram are the most regularly used channels across all shoppers, while Snapchat and Pinterest also show stronger adoption among Millennials.
Grocers looking to accelerate growth should be focusing on their digital platforms, according to a study from the Retail Feedback Group.
According to the study, more than six out of 10 (63 percent) supermarket shoppers interact with their supermarket digitally, up from the 56 percent found in 2017. More than half check a digital circular (55 percent), while smaller percentages are building grocery lists (47 percent), researching special promotions (44 percent), getting recipes (25 percent), getting nutritional advice (11 percent) and reading blogs (9 percent).
“Shoppers continue to engage with their supermarket digitally in greater numbers, mainly checking a digital circular, building grocery lists or researching special promotions,” said RFG Principal Brian Numainville. “Online shopping, while growing, shows a varied amount of use across different segments. The highest use was found in urban areas or large cities, among Millennials, among larger household sizes of three or more, and among shoppers with household incomes higher than $100,000.”
While 85 percent of shoppers regularly follow one or more social media sites, just 30 percent are friends with/connected to their primary grocery store, up from 25 percent in 2017 but still showing a 55 percent opportunity gap.
Facebook, YouTube and Instagram are the most regularly used channels across all shoppers, while Snapchat and Pinterest also show stronger adoption among Millennials. Further, Millennials show the greatest likelihood to alter behavior, such as purchasing a new food item or shopping at a new store, based on social media recommendations.
In the past year, 41 percent of supermarket shoppers praised or complimented a good experience in a food store on social media, while 22 percent complained. Of those who complained, 42 percent did not get a satisfactory or empathetic response.