Monday, April 16, 2012

Online Tools Increasingly Drive In-Store Engagement: Study

Print and online circulars are almost neck and neck in helpfulness, but recipes and apps are driving more consumers online to engage grocers, according to a new report soon to be released by Brick Meets Click (BMC) in partnership with Grocery Shopping Network (GSN).

Among the findings:
  • Eighty percent of shoppers still find the printed circular helpful, but the web is not far behind; almost 70 percent report they find online ads helpful.
  • Price isn’t the sole driver of trips to retailer websites. Shoppers find non-price value in scanning recipes (71 percent) and building online shopping lists (58 percent).
  • Digitally engaged shoppers show a lot of interest in adding grocery shopping apps: 21 percent have and use them, and 40 percent are considering adding them.
  • Seventy-six percent of digitally engaged shoppers still write shopping lists by hand.

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