Grocers are building up their omnichannel efforts, but for most, it’s still a work in progress.
According to a survey of grocery executives by Progressive Grocer, just 12.2% of grocers have a "fully integrated strategy" for omnichannel retailing. About one-third said they have a strategy they are executing, and slightly more (36.6%) said they were just getting started.
Asked about specific omnichannel services they offer, more than one-quarter said the have a mobile shopping app. And more than one in five offer click and collect.
The number of shoppers who purchase groceries digitally will rise significantly this year, according to February 2017 data from retail marketing and analytics software company Unata and consultancy Brick Meets Click. Close to one-third (31%) of US internet users said they were "very likely" or "somewhat likely" to buy groceries online in 2017—up from 19% in 2016.