Profiling the U.S. eGrocery Shopper: 2024 Video Update

Brick Meets Click has just released its US eGrocery Shopper Profiles Report - 2024, revealing several important trends across different customer segments.

In this video, Mark Fairhurst, Chief Growth Officer at Mercatus, and David Bishop, Partner at Brick Meets Click offer a wealth of actionable insights drawn directly from the US eGrocery Shopper Profiles Report. 

Topics covered include:

• The growing disparity in shopper behavior between income groups, particularly highlighting the pressure on households earning under $50K and the surprising surge in sales at Walmart from affluent households earning $200K+. 
• How Walmart’s ability to meet the needs of affluent shoppers has helped them capture market share from regional grocers and  how the big retailer’s pricing, convenience, and delivery services—including the integration of delivery services into Walmart Plus memberships—are driving stronger engagement with affluent customers. 
• The challenges regional grocers face and ways they can remain competitive, including rethinking their customer value proposition and leveraging their strengths in perimeter departments like fresh produce and prepared foods, areas where Walmart doesn’t have the same foothold. 

Throughout their discussion, Mark and David provide strategies for grocers to respond to shifting consumer behavior, emphasizing the importance of better customer segmentation and personalized offerings to retain both lower and higher-income customers. 

Video Chapters

0:00 - Introduction and Context 

3:50 - Walmart vs. Supermarkets 

7:13 - Income Brackets and Relative Sizing 

9:38 - Walmart’s Strategies 

12:13 - Consumer Behavior: In-home Delivery 

14:30 - Advice for Regional Grocers 

17:49 - Targeted Marketing Approach: Generating Value from Customer Segments 

19:34 - Personalization in Promotions and Service Experience

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