Everyone! Yes, but shopping is also more fragmented today than ever before and the path to purchase is very confusing. That means stores need to change. Retailers need to respond, as do manufacturers. Everyone needs to revisit the principles that have driven legacy category management for decades and ensure that they are adapted to fit the new shopper lens.
While the percentage of shoppers who claim to shop online is high, the actual share of grocery retail spend that has gone online in the United States is still relatively small – 5% according to a recent report from Nielsen.