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The changing expectations of consumers pose a burden of risk on retailers. Hence, grocers are revamping their digital platforms and updating their sites and apps with new filters and personalized search options based on preferences and even integrated digital coupons to enhance their customer experience
FREMONT, CA: When customers see an interesting product that entices them, they end up buying it, and this would not have happened if they did not come across the product at the store. Grocery shopping experience adds significance in discovering new products. However, in online grocery sites, it is often a dull experience with mostly scrolling and searching and browsing until the shopper finds the items they want on the list. It is time-consuming and lacks discovery. Online customers want to find relevant products faster and more at ease and as such, grocers should prioritize on optimizing their e-commerce sites, catering to customers' needs and demands.
The hindrance when it comes to enhancing e-commerce experience for grocers is that retailers emphasize on inventory management because of the huge stock-keeping units and moving the offline grocery experience online. A curated assortment of products instead, would help shoppers to find products they would not have otherwise found. The problem of advertising and monetization is also prevalent. Large grocery retails use digital advertising to create revenue and provide personalized recommendations that often fail.
Consumer buy more when they buy online, they do not buy very often. Despite the fact that adding more services would make grocery shopping simpler and more persuasive, not personalizing online shopping experience will have a negative effect on customer engagement and sales. The need for improvement lies in the data that is available to provide for a more discovery-based online shopping platform, but very few grocers are utilizing the data. With the help of artificial intelligence, grocers can move to a more dynamic e-commerce rather than an unchanging site. Furthermore, knowledge and data coupled with technology must go hand in hand, or else it will prove to be ineffective.
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