Covid-19 is transforming Nordic grocery shopping
Covid-19's immediate impact on Nordic grocery was dramatic. Fear of contagion drove many consumers away from the physical stores and towards online shopping options, some of which struggled to cope.
At the same time the pandemic is changing the way we shop and what we buy, painting a new picture of customers' desires and shopping journeys.
While Consumers are increasing their digital engagement, they also want the flexibility to engage in ways that suits them. A majority of consumers now expect a seamless and complimentary omnichannel shopping experience that acknowledge their individuality and supports their willingness to shop smarter and more sustainable.
The future is omnichannel
The Nordic grocery retail is an industry in flux and the future is omnichannel. New ways of shopping are challenging long-held assumptions about the value propositions that can secure competitive advantage. Shifting customer desires are compounding the struggle for differentiation. Success hinges increasingly on creativity—yet finding the right creative mix is proving elusive.
Price still matters to consumers, but sustainability, transparency and purpose are just as important - perhaps more so. Online shopping is booming, but people still want to shop in-store. Their preferences are increasingly omni-channel.
National, regional and above all demographic differences complicate the picture. The young in particular seek more than a transactional relationship and demand meaningful experiences when they shop.
Digital customer experience review
Each of the 45 touchpoints for Web, Mobile and App across the 15 Nordic grocery brands was assessed against 5 key components of customer experience: Shopping, Sign up, Logged In Checkout and Delivery. The results were evaluated against a usability scale to provide a final score.
Scores were then consolidated and weighted across touch points and countries to provide an individual country score, and subsequently an overall Nordic position.
In conclusion, Nordic retailers will increase their competitiveness by:
Grocery retailers who can innovate to meet these new customer needs, to offer personalized and tailored experiences, will establish competitive advantage now and in the future. Read the full report here to learn more.