One of the downsides for grocery retailers looking to shift their consumers to online shopping is that they are less likely to spend extra money on impulse buys. A new survey conducted amongst online grocery shoppers by the digital specialist eDigital Research found that 29% felt they were less inclined to make impulse purchases when shopping digitally. In contrast, just 7% said they made more impulse buys online than in-store. This gap, said the company, highlighted a potential threat to supermarkets which are busy encouraging more people to shop online with money-off vouchers.
As well as spending less, online shoppers are also more likely to switch brands than those shopping in-store. In eDigitalResearch’s survey, just 10% said they always stick with the same brands for particular items, suggesting that there is a huge opportunity to influence people’s purchase decisions and disrupt their journeys online.