Retailers to Promote Grocery Delivery Services

by | 2 minute read

"Consumer Reports' 2018 Supermarkets Survey revealed 3,043 of its members who responded to its survey used online grocery delivery services. Those consumers represent 7% of the 75,065 members surveyed by Consumer Reports Survey Research Department for its grocery stores ratings."

"A growing number of Americans are relying on grocery delivery services to bring food to their doors without the hassles of driving, finding parking, navigating aisles, waiting in checkout lines, loading bags into their vehicles, and unloading bags once home."

"According to research by Bain & Company and Google, a quarter of Americans have used grocery delivery services at least once. But interest is growing. Offers​.com, a website that identifies ways shoppers can save, reports that Google searches for 'grocery delivery' nearly doubled between February 2018 and 2019."

Google is the preferred search engine of 90.1% of Grocery Delivery Users, according to a report by AudienceSCAN, but only 21.5% of these consumers will go past the first page of search results. Last month, 60.1% of these shoppers used a search engine to research a service they were considering. Within the last six months, 37.1% have used a mobile device to view a store or retailer's website and 52% purchased a product via mobile device.

"Consumers in metropolitan areas in the Northeast, Pacific Northwest, and on the West coast are more likely to use grocery delivery than Americans in other parts of the country, according to the Offers​.com study."

"But Consumer Reports found members throughout the U.S. who use and depend on these services."

"Consumer Reports members generally were pleased with the quality of the food from the delivery services they used. In its ratings, a major differentiator was price."

Grocery stores can promote their delivery services to time-pressed, convenience-seeking Grocery Delivery Users through many forms of advertising. For starters, according to AudienceSCAN, last year, these shoppers took action after seeing TV commercials (69.4%), receiving direct mail ads (63.7%), receiving email ads (59.1%) and seeing both digital and print magazine ads (54.2%). They're also 36% more likely than other shoppers to take action after seeing ads on daily deals sites such as Groupon and 32% more likely to click on text link ads on websites and be motivated to action by ads in movie theaters, respectively.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.

Rachel Cagle

Rachel Cagle

Rachel is a Research Analyst, specializing in audience intelligence, at SalesFuel. She also helps to maintain the major accounts and co-op intelligence databases. As the holder of a Bachelors degree in English from The Ohio State University, Rachel helps the rest of the SalesFuel team with their writing needs.