Customer expectations of retailers are rapidly changing as households and technology evolve, according to research from Kroger’s 84.51° data analytics subsidiary (see infographic below).

84.51° identified five grocery retail trends that reflect the growing consumer expectations as well as the implications on the shopper experience. The trends are:

• Engaging in-store experience.

  Based on an 84.51° Real Time Insights Survey, 38% of shoppers would be interested in smart carts that calculate the cost of groceries in real time and allow them to skip the checkout line. Additionally, 33% are interested in more taste-testing stations and product demonstrations. 84.51° suggests brands create immersive experiences that provide customized recommendations and real-time saving opportunities.

• Flexible shopping.

  Shoppers want an increase in speed and flexibility to accommodate different shopping preferences and modalities. When it comes to substitution methods, 43% of shoppers prefer to choose the substitution themselves, and 28% prefer a substitution of the same product but in a different size of packaging. Additionally, 79% of customers expect prices to be the same for in-store and online shopping, and 79% expect the same for coupons.

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