Reinvigorating The In-Store Grocery Shopping Experience

With increased competition from online pure-plays and dominant players, supermarket chains are innovating with in-store elements to stand out in a sea of sameness. This research paper explores the different ways grocers are delivering never-seen-before convenience and exciting experiences, from elevated dining spaces to tech-driven transaction processes.

On the one hand, retailers are searching for ways to increase visits and time spent in-store, experimenting with complimentary amenities, in-store dining options, and events. On the other hand, grocers are also increasing speed via cutting-edge technologies such as Scan&Go and facial recognition in response to time-crunched consumers. As the line between offline and online begins to blur, grocery retailers merge different channels for a seamless journey such as using a mobile app as a digital coupon book or leveraging the store as a pick-up location for online orders.

Published September 2019

This 14-page report includes:

  • 13 trends featuring best-in-class examples of in-store innovation in grocery
  • 37 trend-supporting exemplary case studies
  • Insights and stats to support further research

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Insights From Reinvigorating The In-Store Grocery Shopping Experience

Analysis How Hybrid Services Are Elevating The Supermarket Experience

Grocers are tailoring stores to shoppers’ offline and online grocery shopping preferences, orienting the experience around click-and-collect service while adding a layer of additional offers

Analysis How Supermarkets Like Costco Activate Apps As In-Store Tools

Using next-gen mobile apps and integrated tech, these grocery stores are making shopping easier, faster and more intuitive for everyone

Analysis How Food & Grocery Leaders Like Waitrose Are Helping Consumers Curb Waste

Companies like Waitrose are embracing sustainable practices and pushing back against food waste with emerging innovative solutions

Analysis These Are The Brands Paving The Way For Contactless Transactions

Physical stores like Target are making transactions quicker and easier by allowing their shoppers to walk out without counting cash or swiping a card

Analysis How These Supermarkets Make Grocery Shopping More Inclusive

From audio for the visually impaired to aid for autistic shoppers, these initiatives from grocery innovators are building diversity into the store experience

Analysis Why Grocers Like Kroger Are Offering Grab-And-Go Meal Kits To Busy Shoppers

Time-pressed, health-conscious consumers are flocking to supermarkets that offer prepped meal kits, which are both convenient and cheap, as physical stores move to compete with online subscription services

Analysis How In-Store Restaurants Are Transforming Supermarkets Into Community Hubs

By adding in-store eateries, these brands are transforming the shopping experience into something more engaging and community-based

Analysis These New Store Formats Are Transforming The Supermarket Experience

Today's shoppers, especially those in urban areas, want a quicker yet still quality grocery store experience, and brands like Whole Foods are providing it

Related CX Insights

Fitness & Sport How Ecommerce Startup Curated Achieved A Near 0% Return Rate Through Expert Guidance And Service

In an age of Amazon efficiency, consumers can lack access to thoughtful guidance and expertise. Curated is working to change that, connecting shoppers with sports and travel aficionados to guide them through their purchase—and achieving a lower-than-1% return rate

Fashion & Apparel Purchasing data from local shoppers dictate merchandise sold in Nike Live concept stores

In its Nike Live concept stores, the products from sportswear retailer Nike are stocked based on the shopping preferences of local users. Using data collected from its NikePlus app, each store’s merchandising mix is dictated by items local consumers are buying. Every two weeks, the store adds new inventory based on the local market, much faster than the brand’s usual turnaround of 30-45 days. Shoppers will also be able to leverage the data to help inform their choices, browsing on in-store screens to see the most popular shoes in a given category for consumers who live near the store. The first Nike Live store, Nike By Melrose, opened in Los Angeles in 2018, followed by stores in Shanghai, New York, Tokyo and a second LA location in 2019.

Cafe & Restaurant Equal Parts kitchenware offers customers on-demand cooking coach access with purchase

DTC cookware brand Equal Parts offers customers 8 weeks’ worth of free access to a cooking coach with the purchase of any Equal Parts cookware kit to help them develop skills and confidence in the kitchen. Coaches are online from 4:00 to midnight every weekday, and then noon to midnight on the weekends to serve any on-demand needs, enabling users to chat with them via text or Slack and get real-time answers to their cooking queries.

Beauty Morphe Beauty Is Tapping The Creative Consumer With In-Store Studios

The fledgling cosmetics brand continues to blur the line between physical and digital experiences, hoping to drive traffic to its growing fleet of stores with on-premise creator studios

Packaging & Product Engagement PUMA X Greenroom's multi-sensory trial experience immerses customers in a soccer field simulation

Sportswear brand PUMA partners with design firm Greenroom to incorporate SkillCube, an immersive product trial experience hosted in a compact room, in its New York City flagship. SkillCube supercharges users' motivations through leveraging multi-sensory technologies—a 270-degree high-quality LCD screen, CGI and sensors—to simulate a soccer stadium environment as well as providing exercise routines led by sports celebrities such as soccer players Antoinne Griezmann and Lewis Hamilton.

Brand Activation & Immersion OTRO platform encourages engagement between fans and world-famous soccer players

Founded by 17 superstar athletes, including David Beckham, Lionel Messi, and Neymar, sports video app OTRO boosts the engagement between fans and world-famous soccer players and produces video content through a subscription model. For four euros a month, fans can watch short-form videos and documentaries, as well as opt for additional access that involves live Q&A sessions and in-person meet & greets.

Shopper Education & Assistance AS Roma X We Build Bots created a chatbot that answers fans' soccer questions on FB Messenger

Italian soccer team AS Roma partnered with British chatbot agency We Build Bots to create Botistuta, a chatbot made to answer questions from fans on platform Facebook Messenger, improving customer experience by speeding up response time.

Banks, Insurance & Financial Services Atlético de Madrid X Chiliz build blockchain-backed mobile platform that lets fans support their favorite teams

Spanish soccer club Atlético de Madrid collaborated with sports and entertainment blockchain firm Chiliz to build Socios.com, a blockchain-backed mobile platform that lets fans show support to their favorite teams with cryptocurrency tokens. The token gives fans the ability to serve as shareholders, allowing them to vote on club matters and access exclusive content. Fans can either purchase the tokens or collect them for free through a Token Hunt enabled by an AR-powered geolocation feature.