It’s no secret that eCommerce is booming. In the past two years, people have traded trips to stores for clicks on their computer, turning to online stores to order clothes, holiday gifts, cleaning supplies, makeup, and more. Amid the height of the COVID-19 pandemic, making eCommerce purchases from the couch felt safe and risk-free.

However, there’s one sphere where eCommerce still lags far behind trips to the store: grocery shopping. While Instacart, Amazon Fresh, and Walmart grocery have risen in popularity, 90% of grocery transactions still occur in-store. Even in the pre-vaccine era of May 2020, in-store shopping was still the predominant and preferred way to purchase groceries, with about 86% of shoppers reporting that they still bought groceries via in-store shopping.

This opens the door to a major competitive edge for brick-and-mortar retailers versus traditional online competitors like Amazon to activate digital relationships leveraging their distribution point advantage. Here’s why retailers should focus on bringing shoppers through their doors — and how Swiftly can help.

Shoppers prefer the in-store experience

Sure, it’s convenient to have groceries delivered to your door. But eCommerce grocery shopping often means high delivery fees and long wait times, and many customers like to hold items in their hands and read ingredients lists before tossing a product in their cart.

In fact, a study conducted in September of 2021 found that 94% of respondents shop in-store at least some of the time, with consumers nearly twice as likely to have shifted to digital channels to shop for retail products online than they are to have shifted for grocery items.

Even so, people are still opting to use digital shopping channels that offer grocery delivery services. However, more than three-quarters of those who increased their use of digital shopping platforms said they did so because digital channels provide an easier and more convenient way to shop — not because they were worried about the COVID-19 pandemic.

The bottom line? While most people prefer in-store shopping, the world has made a digital shift that cannot be ignored. This means that offering an easy, efficient, and digital in-store experience is more important now than ever. That’s where Swiftly comes in.

The digital in-store experience

With a Swiftly-powered digital experience, you can offer the best of both worlds: an efficient in-store experience with the digital component shoppers crave.

By offering personalized product recommendations, promotions, ads, and more via your store’s app, you can provide shoppers with an “easier and more convenient” way to purchase groceries while incentivizing them to shop in person. What’s more, a Swiftly-powered app includes features like in-store navigation, shopping lists, search and mobile check-out, ensuring that shoppers can quickly find the products they want and are free to abandon long lines.

This supports shoppers through the pre-purchasing, purchasing, and post-purchasing stages of the grocery shopping experience, anticipating their needs every step of the way. In other words, not only are you providing an efficient experience in-store, but you’re also offering product recommendations as shoppers decide what to make for dinner or sending personalized coupons based on what shoppers have already purchased.

Yes, industry giants like Amazon and Walmart are difficult competitors for brick-and-mortar retailers. But shoppers are still loyal to the in-person experience, and with a Swiftly-powered retail experience, brick-and-mortar retailers flaunt a competitive advantage that eCommerce will never overcome: a digital in-store shopping experience.

To learn more about how you can partner with Swiftly to create a closed-loop grocery shopping experience that increases basket size and keeps customers coming back, contact us today.