American consumers still overwhelmingly prefer to buy groceries in-store rather than online, according to a survey sponsored by facilities management company Vixxo. Not surprisingly, the research also found that providing an exceptional in-store experience and high food quality are key drivers for keeping supermarket customers happy and loyal.
About 1,260 U.S. consumers were surveyed about their attitudes and buying preferences, and some of the results are as follows:
- 87% of consumers prefer to shop in person (including 96% of baby boomers and 81% of millennials)
- 84% of consumers said that they liked the ability to inspect and select their own products
- 60% of consumers said that they favor the atmosphere and experience of shopping in brick-and-mortar stores
- Approximately 25% of respondents said that they buy prepared food from their grocery stores
- 14% of consumers said that they shop in only one grocery store
- Millennials are three times more likely than any other age group to say that they enjoy the social interactions they experience in grocery stores