Europanel Webex – 27th October 2022
Thursday 27.10.2022 at 13:00 CET (12:00 GMT)
Duration 60 minutes
Adoption and Loyalty in Online Channels
Over the last couple of years online grocery has taken undeniable leaps in shopper adoption — partially spurred on by the Covid pandemic. In 2021, online grocery adoption in the US reached about 50% with sales reaching $98 billion – representing 13% of total grocery spending. However, adoption does not guarantee continued usage.
The critical question is, therefore: Will consumers who adopt the online channel stick?
We examine online adoption and stickiness using multiple years of grocery-shopping behavior across offline and online channels. Our data covers the shopping behaviors of 10,000 Dutch households between 2015-2021. We do not only focus on inherent features of the online channel (large baskets, low involvement items, time-consuming) but also on retailer decisions, tapping into online fulfillment, online assortment size, order cost and price. Changes in these variables may raise the appeal of the retailer’s online channel and prevent consumers from ‘logging off’.
Professor Katrijn Gielens
UNC Chapel Hill