Grocery Store Technology of the Future: Delivery Services

BY Rachel Cagle
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Consumer Reports conducted a survey of its 75,065 members to see how many have used online grocery store technology to utilize a store's grocery delivery services. 3,043 (7%) of its members said that they have. True, that's a low percentage, but 75,000+ people is only a small percentage of the country's population.

Grocery Store Technology's Usefulness

"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," says Consumer Reports.

Just because a low number of Consumer Report's users have taken advantage of this grocery store technology doesn't mean America's population as a whole has such a low grocery delivery usage percentage. In fact, recent research by Bain & Company and Google reveals that 25% of Americans have utilized the availability of their local grocery stores' grocery delivery services at least once. "Offers​.com, a website that identifies ways shoppers can save, reports that Google searches for 'grocery delivery' nearly doubled between February 2018 and 2019," says Consumer Reports.

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.

The regions of America that have been the most accepting of this grocery store technology are the Northeast, Pacific Northwest and the West Coast. Grocery delivery services have not taken root and caught on in other areas of the country en masse. Yet. So, your grocery store clients shouldn't rule out these areas. They may not be the most accepting of the country, but Consumer Reports found that all parts of the country have grocery shoppers who take advantage of grocery delivery options.

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

Grocery store technology, including grocery delivery services, can be promoted 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.