Satisfy customers, boost online sales

Sponsored by Uber Technologies

Supermarkets are trying to convince more consumers to click “Add to Cart” and “Continue Shopping.” Digital sales are crucial for grocery retailers, as omnichannel shoppers are 1.5 times more valuable than shoppers who only shop in-store, according to Incisiv Research. Retailers are working to attract these consumers and gain their repeat business by satisfying their demand for convenience, value, and a seamless end-to-end experience.

Supermarkets must understand how to deliver value while catering to ease and convenience. They must also offer an experience that is seamless. In this environment, many stores are working with third-party delivery partners to leverage their tech expertise and consumer user base to drive online sales and meet evolving consumer demands.

Consumers define value

The rise of omnichannel shopping has expanded the definition of value for consumers.

To start, consumers are looking for ways to save on more than just the items they order. For online grocery shoppers, value often relates to factors such as speed, convenience, and reliable service. According to research from PwC, 73% of consumers point to customer experience as a factor in purchasing decisions. Also, 43% of consumers would pay more for greater convenience, and 42% would pay more for a friendly, welcoming experience.

Partnering with a third-party delivery platform like Uber Eats is one way retailers can balance and meet these expectations. Features that allow customers to place an order after a store’s business hours with delivery options for the next available window or provide fast delivery for those last minute needs offer the type of value and convenience consumers are looking for. In fact, according to the 2023 Omnichannel Experience Index, a report by Incisiv Research, 73% of shoppers consider expedited order delivery to be a key component of omnichannel experience.

Reliable, friendly service is another important factor in how consumers perceive value. Also according to the Incisiv report, 86% of shoppers will pay 15% more for a seamless customer service experience.

Loyalty pays

Grocery retailers must offer a frictionless omnichannel experience, and many do this through their loyalty programs. Teaming with a third-party partner like Uber Eats, retailers are provided with an option to integrate their loyalty programs. Loyalty integration allows consumers to link their membership accounts to earn rewards on purchases made through the Uber Eats app. Data gained through loyalty integration provides retailers with insights to help them learn more about their customers to optimize their online business.

Additionally, the platform offers a membership program, Uber One. Like many programs, subscribers pay an annual fee and enjoy discounts and perks (like $0 Delivery Fee on eligible orders) that can drive larger and more frequent orders. Retailers who choose to participate will be identified by an Uber One badge on the app, signaling to members that they will receive benefits when ordering from that store.       

Programs such as Uber One, combined with retailers’ loyalty programs, help customers tap into savings and benefits while helping stores build loyalty and better understand their customers. That’s important in the current competitive environment.    

Ease, fulfillment, and more

Consumers also want a seamless experience, which means being able to shop for and receive grocery orders on their terms.

Grocery stores, which lead the retail industry in adoption of innovative fulfillment options such as curbside pickup, same day pickup, and scheduled delivery, can answer these demands by building an online catalog that offers a broad selection of items including store brands/private label.

Retailers must also make sure consumers can easily make substitutes when items are out of stock. Uber Eats offers smart replacement technology, which allows customers to select and approve item substitutions when their first choice is out-of-stock. This streamlines the shopping experience for customers, and prevents stores from losing a portion of revenue—or losing the order altogether.

Uber Eats offers more than delivery, as it partners with grocery retailers to expand their reach, fulfill orders with ease, and expand their footprint. From boosting the strength of a loyalty program to helping retailers offer value and convenience, Uber Eats can help meet consumer expectations and increase online sales.