Just like how technology fundamentally transform industries such as music, books and film, the same idea could apply to grocery shopping. Nielsen's Report for the Future of Grocery highlights a few points:
- Increasingly, retailers are introducing e-commerce models that make it even easier for tech-savvy, time-crunched consumers to get the items they need.
- More than half of the consumers will consider adopting digital engagement tools in the future (auto-subscription, click-and-collect, virtual supermarkets etc) — online shopping is a deeply ingrained behaviour.
- Due to the booming smartphone ownership, rapid urbanisation and high population density, there is a huge potential to use digital retailing options in Asia-Pacific region.
Consumers are no longer shopping entirely online or offline; rather, they’re taking a blended approach, using whatever channel best suits their needs.
When it comes to grocery shopping on the web, some categories are simply better suited for e-commerce than others. Hence it was important to understand consumers are buying both online and offline mediums.
- Online channels can do well by providing product selections for unique consumer needs such as better-for-you foods.
- The obvious in-store benefit: fulfilling immediate shopping needs without paying shipping fees
- It’s also difficult to match the power of human interaction and the thrill of unplanned discovery that physical stores can provide.
61% believe that going to the grocery store is an enjoyable and engaging experience.
The use of mobile and/or online coupons (18%) and mobile shopping lists (15%) proved to be best engaging tools with consumers during their in-store experience
Opportunity: seamlessly bridging online and offline experiences, allowing consumers to access information quickly as consumers are willing to try these options.
I wanted to look at a consumer's point of view of grocery shopping
I Hate Grocery Shopping; This Is How I Fixed It
'How Might We' Stickie Exercise
The idea of the exercise was to gather a mixture of interesting notes that can help me pinpoint the target of the sprint and provide me with ideas for the sketch later.
I appreciated the open ended, optimistic phrasing of 'How Might We' and found it useful to find more and more opportunities instead of jumping to solutions quickly.
Whilst gathering feedback from people, there were pain points and common challenges such as people not finding the specific item, impulse shopping and also buying too many groceries that is unrealistic.
At the end, I gathered all the notes together in a haphazard fashion and started to organise the notes into groups (with similar themes).