Shopper Marketing - June 2017 - 33
than either Amazon.com or Walmart.com
shoppers. (See chart on pages 34-35).
"Kroger's efforts are clearly driving
some of these digital shopping behaviors," says Abdo. "However, the comparison with Amazon.com needs to be put
in context. While Amazon's shoppers
have been participating in e-commerce
for quite some time, there's more potential upside for Kroger.com."
Digging deeper into the behavioral
patterns, the survey found some notable differences between shoppers of
Kroger's brick-and-mortar stores versus
those of Kroger.com. For example, in the
past 12 months, 34% of Kroger shoppers
researched product information online
but bought in a physical store (though
not necessarily a Kroger store), and 38%
sought out ratings and reviews before
buying the product in a store. For Kroger.
com shoppers, those figures were significantly higher, both at 54%. Kroger.com
shoppers also reported a significantly
higher than average ownership of digi-
tal assistants, including Amazon's Alexa
(40%) and Google Home (35%).
One area that stood out among Kroger
shoppers was use of digital coupons:
Nearly one quarter (23%) of Kroger
shoppers had used a retailer app (not
necessarily Kroger's app) to download
coupons while shopping online or instore - 7 points higher than the average
of 16% for all other retailers in the survey.
Categories In Play
Purchases on Kroger.com tend to follow
the same category distribution as those
made at Kroger stores, with one major
exception: grocery products. According to Catapult's Shopper Lab results,
while 79% of Kroger shoppers purchase
groceries at its brick-and-mortar stores,
only 35% of Kroger.com shoppers purchase grocery items on the website. Of
course, this disparity is not unique to
Kroger.com. In general, online grocery
sales still lag behind those of other ecommerce categories, although growth
" While Amazon's shoppers have been
participating in e-commerce for quite
some time, there's more potential
upside for Kroger.com."
Steve Abdo, senior vice president & Kroger team leader,
JUNE 2017 SHOPPER MARKETING y