There’s nothing I dread more than the grocery store parking lot. From finding a parking space to the long lines, I’d love to avoid the experience altogether.
With the expansion of delivery programs, I very well could. Many grocery stores now offer curbside pickup and home delivery for customers who shop online or on the store’s app. Local grocery stores, as well as online delivery services like FreshDirect, Instacart and Amazon are making it easier than ever to avoid grocery shopping.
CivicScience wanted to know who is taking advantage of these programs. We asked shoppers this question:
Delivery and Curbside Users Put Health First
9% responded Yes, they have used either online ordering or curbside grocery pickup. The main distinctions in this group come down to their interest in technology and food.
People who own or want a smartwatch are more than 2x as likely to use a grocery pickup or delivery. They are also 3x more likely to own or want an augmented reality device. People who choose products based on social media influence as also more likely to use curbside or delivery grocery services.
In regards to food consumption, organic food buyers are more than twice as likely to answer Yes. They are also more likely to follow diet and cooking trends and check the nutritional information on their groceries.
People who use grocery delivery services or pick up are tech-savvy and pay attention to what they eat. Perhaps because they are in the habit of checking the nutritional information on their food, they’re less likely to browse in the grocery store and prefer buying specific products. Additionally, using online ordering could help customers cut down on temptations that stores hold.
Potential Buyers are looking for Convenience
23% of those surveyed responded, “No, but I would like to try these services.” In some respects, this group resembles the “Yes” group.
Again, people who choose products based on social media influence are more likely to answer “No, but I would like to try these services.” Individuals who are interested are more likely to own or want a smart home automation product, use Snapchat and stream videos. This group is almost twice as likely to categorize themselves as “Heavy social media users.”
Considering their interest in technology, using an ordering app doesn’t seem to be the barrier to entry.
When exploring this group’s eating habits, we discover some valuable insights. Regular fast casual restaurant diners are more than twice as likely to answer “No, but I would like to try these services.” Perhaps this group has more interest in fast, convenient eats, rather than cooking.
Using social media influencers, grocery stores could sway this group to order ahead. Taking a page from Blue Apron, stores can present curbside ordering as a way to quickly create meals. Snapchat and Facebook can show the ease of use. Delivery and curbside pickup programs could see an uptick from customers who like the convenience of ordering online, but don’t like cooking.
Stores Should Consider TV Ads to Influence Uninterested Customers
68% of people responded, “No, and I have no interest.” This group is a contrast from users and potential users, but we wouldn’t count them out just yet.
Respondents answering “No, and I have no interest” are less than half as likely to own or want a smart home automation product, and less likely to choose food items based on social media influence. You won’t win this group over with social media or a simple to use an app.
So how could you win them over? This group is more likely to be 55+, men, grandparents and live in a rural area. While they don’t care much about nutritional information, being in a rural area makes us think perhaps a delivery service would save them time and the trouble of going to the store.
Some of this group might have limited mobility, and delivery service could offer customers independence instead of asking someone else to pick up groceries or waiting for a ride.
Where do you advertise this group? They’re more likely to be most influenced by TV ads.
While health conscious/tech-friendly users have adopted online ordering, it’ll take more than that to attract others. By highlighting ease of use and convenience, grocery stores can tap into a new user base.