A new survey reveals the inroads that Walmart+ has been making since its mid-September launch.
According to a survey published by Piplsay.com just more than half of 20,000 consumers polled have heard about the service, 11% of say they have already signed up for the service and 27% said they “may go for it soon.”
The poll found 35% of shoppers were excited about unlimited free delivery feature of Walmart+. Nearly four in ten surveyed think that Walmart+ say the service will be a big threat to Amazon Prime.
A blog post at Brick Meets Click talks about Walmart’s new commitment to “leveraging customer management.”
The new approach to loyalty will allow the retail giant identify which consumers drive most of their profits, according to the release. Will Walmart consumers go along with that approach?
Finally, a news release about another consumer survey about online shopping landed in my inbox from Good Eggs.
Excerpts from the release:
- “While people are shopping online for groceries from multiple stores, when it comes down to it, Walmart comes out on top with 56%. Amazon Prime/Whole Foods came in at #2 with 50%, and Instacart and regional traditional grocery stores (Safeway, Wegmans, etc.) with their own online delivery tie for third with 23% respectively.”
- “Good Eggs’ survey found that, since March 2020, 68% of people have bought groceries online for delivery, with 43% buying groceries online for delivery 2x or more each month. Interestingly, even with many people having groceries delivered it’s not the only way they are buying groceries. Seventy-one percent of people are also buying groceries in-store, 47% are ordering them for curbside pickup, and 17% are supplementing with meal kits.”
- Additionally, 60% of people are spending more on groceries now than before COVID-19, with 24% spending significantly more. What people are buying has changed as well. The top two categories people are purchasing more of include snack foods (44%) and pantry staples (39%). After that, there’s a four-category dead heat between produce, baking ingredients, lunch food/ingredients, and eggs each coming in at 30%.”
- “An adjustment for many, the benefits of the shift to shopping online appear to outweigh the negatives. Those surveyed say the #1 benefit, aside from reducing their risk of contracting COVID-19, is time savings (70%). Fifty-one percent say it helps them reduce impulse purchases, and 42% say it makes it easy for them to reorder the same foods regularly.”
- “After the pandemic is over, whenever that might be, 81% of those who have ordered groceries online for delivery say they will continue to do so, with 43% still doing so but not as often, and 38% ordering them just as often as they are now. Of those who already order online groceries for delivery 2x a month or more 45% say they will order them just as often as they are now.”
TK: Check out my interview with Don Goodwin on e-commerce related trends. While one of the reasons that online shopping has increased in popularity because it helps reduce impulse purchases, that type of behavior is not in the best interest of retailers or produce marketers.
After all, Food Marketing Institute data indicates 60% of shoppers claim to almost always or frequently purchase additional, unplanned produce items when in-store.
How will the industry make sure that consumer “impulse purchases” of fresh produce continue in the online world?
