Grocery Chain Case Study on eCommerce Behavior

This case study details the research conducted for a national grocery chain to understand the evolving landscape of shopping behavior, particularly in the context of eCommerce. The objective was to gather deep insights into consumer preferences across in-store, online, and curbside delivery channels. The methodology employed involved utilizing the Surveys On The Go® (SOTG) app, which allowed real-time engagement with consumers to gather accurate data. Over an eight-week period, the study observed significant shifts in shopping behaviors, noting a decrease in in-store shopping and an increase in curbside pickup and online orders. The findings indicated that while consumers appreciated the convenience of online shopping, they faced challenges in assessing product quality and availability. The study also highlighted the loyalty of shoppers to the grocery chain, with an increasing number opting to visit the store for items not found online. This research underscores the importance of understanding consumer behavior in adapting to market changes.