Food is increasingly easier to access with online shoppable content, Walmart’s testing of text to shop and other developments. In one example, some neighborhoods are being charged less than the same food available in other locations. Changes are quick, disruptive and before we know it, part of the new norm.
Frictionless food shopping
- Walmart to beta test Text to Shop in selected markets.
- Walmart to launch shoppable recipes w/Pinterest.
- Thrive Market debuts ‘shoppable’ cookbook – embedded QR codes allow you to buy ingredients online.
- Live shopping with Pinterest TV to include food, fashion and more.
- Instacart buys smart cart company to support frictionless shopping. This article highlights the importance of the acquisition of the smart company…understanding consumer behavior or as one person quoted in the article states, ‘This is a data war. He or she who has the data wins”.
- Deli food order ahead for pickup or added to delivery orders is new for Whole Foods in some stores as Publix and Schnucks made this available for pickup in-store in 2019 and ShopRite did so in 2020.
Variable pricing; buy now, pay later (BNPL) for groceries
- Everytable charges more for prepared meals in higher income neighborhoods and less in poorer ones and The Lempert Report 10/28/21 – 21 minutes in/5 minute segment.
- BNPL is not only for big ticket items but food too as Target and Amazon test it out. Some allow BNPL on apps, others have browser extensions. Downsides are late fees, deferred interest or other penalties. And for some, with payments needed every two weeks, it’s easier to miss a payment. Who offers BNPL and the costs involved.
Food available 24/7
Have a craving? Need an ingredient? Food is ubiquitous.
- Instacart delivery any time of the day or night from some retailers.
- Publix’s version of a 30-minute convenience store delivery via Instacart rolls out.
- A South Carolina grocer opens 24/7 drive-up grocery with no minimum, fee, scheduling -‘like a train station’.
- Dollar Tree has same day delivery in a majority of its locations with its newest expansion.
Social media influences/loyalty programs
Social media influences our food choices, sometimes not positively.
- A 2021 TikTok influencer report sees high engagement: 87% of influencers see more engagement on TikTok vs. other platforms.
- Online loyalty programs allow companies to get data about shoppers.
Filter foods online by dietary preferences
This online grocery site filters (over 90 preferences) for selected retailers. This RDN helped Sifter Shop develop nutrition filters driven by the evidence-base.
Finding plant-based products in-store/online
If it’s hard finding plant-based products in the grocery store/online it’s because not all grocers market plant-based the same. A recent survey found that plant-based meat alternatives sell 23% better when placed next to their counterparts. Yet not all grocers place them in the meat section. One grocer places one plant-based product with meats and another in its plant-based section. About 90% of retailers place Just Eggs next to chicken eggs. Target uses an icon to identify plant-based foods in both the physical and digital space.
Connected TV (CTV) increasing as a way to reach viewers with shoppable content and more.