TORONTO (Jan 11, 2018) – Unata, the leader in 1-to-1 digital solutions for grocers, is revealing top findings from its Annual Grocery eCommerce Forecast. The report, completed in partnership with ShopperKit, surveyed over 1,000 U.S. consumers to better understand grocery shopping habits, intent and barriers moving into 2018.

The data reveals increased consumer adoption of online grocery shopping and new expectations surrounding omnichannel shopping. Moving into 2018, grocery retailers will need to invest beyond eCommerce to capture online and offline spend and retain loyal shoppers.

Among the 2018 findings:

  • Adoption is growing: 36% of U.S. consumers are likely to shop for groceries online in 2018, up 22% from those who grocery shopped online in 2017.
  • An eCommerce offering is crucial: Of those who didn’t shop online with their local grocer, more than half said it was because they didn’t offer eCom.
  • Communication is the key to the pickup experience: 34% of online shoppers would switch grocers for the ability to communicate with their picker during their shop.

Full findings and insights from the 2018 Grocery eCommerce Forecast will be presented by Unata and ShopperKit in their upcoming webinar “The Year of Omnichannel Grocery: 2018 Grocery eCommerce Forecast Findings Revealed” on January 30, 2018 at 2pm ET. Attendees can register in advance of the webinar or request to receive a recording.

“2017 was a year of immense disruption in the grocery industry, and as a result, consumer expectations have changed,” said Dan Farmer, VP Retail Solutions at Unata. “If grocers want to succeed in this increasingly competitive industry, they need to invest beyond eCommerce and connect their digital experience with their in-store experience in order to provide their shoppers with both choice and convenience.”

“Moving into 2018, in-store fulfillment will be pivotal in helping organizations achieve profitability in their eGrocery business,” said Jack Record, CEO of ShopperKit. “Grocers must treat the online grocery shopping experience as an extension of their brand primarily through facilitation of real-time customer communication. Store employees who act as truly personal shoppers for the online guest are critical to building eGrocery trust, increasing basket size, and satisfying the shopper.”

The complete report will be available for download on January 31, 2018.

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