The way we shop for groceries is quickly evolving in a digitally enabled, data-driven world. But which changes are meaningful to consumers? Understanding the customer journey, from preparing for a grocery trip to navigating store aisles and checking out or ordering online, spotlights how technology can optimize the moments that matter to shoppers.

Grocery Trip Planning

For most households, grocery shopping is a weekly ritual and errand. While the need to stock up on food and household essentials may stay the same, the way consumers prepare for their grocery trips is changing thanks to new technologies.

Our research shows that 74% of shoppers prepare for a grocery trip by making a shopping list, whether on paper or digitally, and nearly half (44%) of shoppers estimate the total basket cost beforehand. Looking ahead, we can expect grocery pre-planning to become even more digitized and personalized.

With generative AI, apps could help shoppers plan meals and shop for groceries, providing an opportunity for brands and retail marketers to deepen customer connections. Imagine a GenAI-powered app that suggests specific branded products based on the shopper’s taste preferences, past purchases, household size, new product launches and other insights. This supports a shift towards an exploratory, inspirational experience around grocery pre-planning—driving value for brands and marketers.

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