Shifting customer engagement in the multichannel retail era

Date of publication: December 4, 2017

Abstract:

Consumers are making significant changes in the way they shop for groceries with important implications for brands and retailers. In grocery retail, across the globe, many brands now see one-fifth to almost half their sales from online purchases. Not all markets adopt online grocery at the same pace, for example 99.9% of Thailand customers shop for products in-store even though 55.8% of Thailand's population is connected to the internet. There is a need to form a bridge between digital technology and grocery purchase and the answer is not ‘online’ at the moment for certain markets. This paper presents the findings from a global study of consumer shopping behaviours and addresses how location based mobile offers impact customers, and how customer engagement can be measured with translation into sales and profitability of a business.

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