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Omnichannel top of mind in grocery retailer technology investment

More dollars to enhance in-store and online experiences a high priority, Inmar survey finds

Russell Redman

September 15, 2021

2 Min Read
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Nearly nine in 10 retailers polled said they're actively improving in-store and online experiences for shoppers.Hy-Vee

From midlevel executives on up, grocery retailers are well-attuned to where they need to invest to spur growth in today’s omnichannel marketplace, a new survey from Inmar Intelligence shows.

Of 300 U.S.-based grocery and retail brand executives (middle-management and higher) polled, 89% are actively improving in-store and online experiences for shoppers, Inmar said Wednesday. In turn, 87% deem technology investments to upgrade their e-commerce platform as a high priority in providing more engaging shopper experiences. 

Winston-Salem, N.C.-based Inmar noted that sharp growth in e-commerce is not lost on the survey respondents. The retailer and manufacturer technology service provider reported that Statista projected worldwide online buyers to top 2.14 billion by the end of 2021, and e-retail revenue to reach $5.4 trillion in 2022.

Executives also are cognizant of rising competition. When Inmar asked about the threat posed by third-party digital marketplace providers like Instacart, 85% of respondents said they think these platforms are trying to compete with them to eventually set up their own distribution centers. 

“We know from previous Inmar Intelligence surveys that shoppers are moving forward with a mix of in-store and online shopping, so this survey really took that a notch further and revealed how retailers are improving both in-store and online experiences to keep shoppers happy and meet expectations,” Rob Weisberg, senior vice president of e-commerce technology and services at Inmar, said in a statement.

Related:U.S. online grocery sales swing back up in August

Eighty-nine percent of retailers indicated they have a system in place to understand their customer experience to make sure that their in-store and online experiences get top-rated. Similarly, 80% said that they are using insights on in-store shopping behavior to personalize the digital shopping experience. Also to improve online shopping, 82% aim to invest in personalization technology and meal planning tools.

On the brick-and-mortar side, 85% are investing in dedicated, in-store spaces to handle fulfillment of online grocery pickup orders, which are rising in popularity, Inmar said. About the same percentage (84%) said they recognize the value of discount offers and plan to invest more in promotions on online channels.

“What was most interesting to me,” Weisberg added, “is how retailers are mimicking in-store shoppers’ behaviors for online shopping experiences and are exploring more personalization options like meal-prepping tools. In-store shopping will never go fully away, so retailers still need to pay as much attention to those experiences as online, and this survey shows that.”

Related:Increased use of online grocery shopping ‘here to stay’

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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