Kroger data analytics subsidiary 84.51 recently released an infographic sharing insights on how omnichannel shoppers are changing the way their baskets are built. As online grocery shopping continues to grow and evolve, e-commerce strategies are a becoming a more important part of CPG brands’ overall marketing plans. 84.51’s latest infographic, like in previous research it’s conducted on the hybrid shopper, identified two distinct household types: the “digital champ” and the “digital dabbler.” Comparing the two, the digital dabblers still make the majority of their shopping trips, which typically comprise grocery staples and basics, in stores. The digital champs makes about 75% of their trips online with larger basket sizes comprising items from different departments, according to 84.51.
Some more key takeaways from the infographic include:
Out of the shoppers loyal to e-commerce, 85% plan to maintain or increase their e-commerce usage in 2022.
Two out of three online orders are made via a mobile device.
56% use search to add most items to their online basket.
Traditional in-store impulse purchase categories include candy, magazines and bakery items.
Online impulse categories include alcohol, health and beauty, and floral items.
Kroger to Expand Delivery in Ohio With New Fulfillment Center
Kroger will offer home delivery in a new area for the grocery giant with the addition of its customer fulfillment center (CFC) in northeast Ohio. Like its first automated warehouse in Ohio, this second CFC will be powered by Ocado Group to combine vertical integration, machine learning and robotics to provide fresh food delivery service and support Kroger’s digital offerings, according to a news release from the retailer. The CFC will span 270,000 square feet and is expected to create up to 400 new jobs. Kroger anticipates the hub will become operational 24 months after the site breaks ground and will service areas in northeastern Ohio and Pennsylvania.
ECRM’s product discovery and sourcing platform RangeMe has expanded its services to allow U.S. retail buyers to purchase directly from suppliers. Along with one-button purchasing, the company offers a multi-order, add-to-cart feature and accessible order details and history. The capability aims to boost regional and independent retailers who can now order the products that they source on RangeMe, helping to get them on their shelves or listed online faster.
Additionally, RangeMe will showcase the new service offering at ERCM’s 2022 Global Market: Spring Buying Days, which will take place on March 28 through April 1, bringing together suppliers and retail buyers to network virtually. As part of the showcase, RangeMe is allowing select food, beverage, health and beauty suppliers to sell their products with no commission fees. The event includes speakers from retailers like Walmart, Farmstead and Allume Group.
The Giant Co. Eliminates Order Minimum, Pickup Fee
Ahold Delhaize’s The Giant Co. is continuing its omnichannel push by eliminating the order minimum and pickup fees for Giant Direct and Martin’s Direct, the company’s e-commerce fulfillment services. This is the latest investment made by the company in support of its growing e-commerce business. Last November, The Giant Company opened a “state-of-the-art” Giant Direct e-commerce fulfillment center in Philadelphia to serve more shoppers in the area — and for the first time in its 98-year history — in southern New Jersey.
The Giant Co. also partners with Instacart to provide Giant Instant Delivery and Martin’s Instant Delivery of essential grocery items in as fast as 30 minutes. Last month, The Giant Co. launched Ship2Me by Giant and Ship2Me by Martin’s, the chains’ expanded assortment within traditional grocery categories and beyond delivered directly to one’s home. The company has more than 175 pickup locations and customers across 90% of the company’s footprint have access to online grocery ordering and delivery services.
Online grocery platform Instacart and home improvement retailer Lowe's have partnered to pilot same-day delivery in as fast as one hour. Shoppers can now have approximately 20,000 Lowe's items, including small home appliances, building supplies, light fixtures and garden and outdoor essentials delivered from the store to their door. Same-day delivery via Instacart is initially available from Lowe’s stores in Boston and Charlotte, with plans to expand in the coming months.Lowe's is the first dedicated home improvement partner available on the Instacart marketplace, according to a news release from Instacart, referencing a growing consumer need as both home improvement product purchases and demand for online delivery.
Kiosk and display manufacturer Frank Mayer and Associates recently added the Gateway kiosk to its line of standard self-service kiosks. The new unitprovides a bill payment option for companies looking to offer automated cash payment and recycling. The Gateway accepts EMV contactless cards and cash payments, and it dispenses exact change. “As a whole, self-service technology provides multiple benefits centered on convenience and ease-of-use,” said Mike Mayer, president at Frank Mayer and Associates, in a recent news release. “But the specific advantage of a bill payment kiosk is providing a variety of payment options to customers at accessible locations.” A recent blog from Frank Mayer and Associates detailed the five most common self-service kiosk types.