In today’s ever-evolving retail landscape, understanding and adapting to consumer trends is crucial for success. 84.51°, the retail data science company working closely with The Kroger Co. and its partners, has unveiled five trends it says are reshaping the grocery shopping experience.
Holistic health
Given that both the older population and younger generations place a higher emphasis on well-being, holistic health is increasingly top of mind across demographics, 84.51 finds. Expect health to take on a more comprehensive definition as customers strive for well-being across physical, emotional and financial aspects of their lives. Brands can help consumers achieve their holistic health goals by focusing on personalization and convenience, says 84.51.
Engaging experience
Customers want to feel welcome, with a store layout that’s easy to navigate. Based on an 84.51 Real Time Insights Survey, 38% of shoppers would be interested in smart carts that calculate the cost of groceries in real time and allow shoppers to skip checkout. And 33% are interested in more taste-testing stations and product demonstrations. Brands can create immersive experiences that provide customized recommendations and real-time saving opportunities.
Flexible shopping
Shoppers want an increase in speed and flexibility to accommodate different shopping preferences and modalities, allowing them to shop the way they want to shop, 84.51 reports. When it comes to substitution methods, 43% of shoppers prefer to choose the substitution themselves, and 28% prefer a substitution of the same product but in a different size of packaging. Seventy-nine percent of customers expect prices to be the same for in-store and online shopping, and 79% expect the same for coupons. Brands should look for underserved customer populations whose core needs are unmet to build long-term loyalty.
Personal and curated
Consumer demand for personalized experiences is not new. What is new are the growing opportunities to deliver personalized and curated experiences at scale, thanks to advances in artificial intelligence, machine learning and other technologies, says 84.51.
Simple and efficient
Shoppers want speed, privacy and accuracy, says 84.51. Brands should leverage data, technology and service innovations to proactively simplify tasks from recipe planning and shopping to checking out and making a meal for a seamless experience.
