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BizReport : Ecommerce archives : June 10, 2013

Report: Grocery shoppers going online to pre-shop

We all know that consumer electronics and apparel shoppers are checking prices online prior to shopping in-store. But new data out from KSC Kreate indicates grocery shoppers are more like these other shoppers than we may have once thought.

by Kristina Knight

According to a new data from KSC Kreate more than half (52%) of grocery shoppers visit a store's web or mobile site prior to shopping; in addition one-third are using mobile devices while in-store.

What are these shoppers looking for before they grab a cart? More than one-third (36%) are looking for coupons or competitor pricing. One in three are using mobile devices (pre-shopping and while in-store) to get recipe ideas and nutritional information.

"Grocery shoppers are online savvy and it's important for brands to provide compelling content on the channels they are using," said Diana Udel, Executive Producer at KSC Kreate. "We found that online recipe and meal sections are very popular among consumers and play a big role in purchasing decisions. Grocers, consumer packaged goods companies and private label brand owners should be highlighting their products across channels with exceptional content and branded recipes."

Other interesting findings from the report include:

• 3 in 4 grocery shoppers make lists prior to shopping
• 61% spend between 5-20 minutes on those lists
• Most (76%) buy items not on those lists
• Only 13% make purchases because they are brand loyal

Meanwhile, the study found that people shop differently for groceries when special occasions are coming up - without a holiday, for example, people are most likely to check the pantry and shop to 'fill in' used items. During holiday prep, they will look through recipe websites to create new and different meal plans.

Tags: ecommerce trends, grocery shopping trends, KSC Kreate, online coupons, shopping trends

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