Study on Optimizing Omni Channel Grocery Shopping

Abstract

Using diffusion theory, this study examines which incentives or messaging (if any) inspire customers to begin online grocery shopping with independent grocery shops. Online grocery buying is significant to examine since it has not taken off as quickly as other online purchases; yet, industry executives, researchers, and grocers expect the practice to take off quickly. Independent grocery merchants require research since they compete in a crowded market with traditional and non-traditional grocers such as Amazon, Whole Foods Market, Walmart, and others; nonetheless, they are sometimes overlooked in studies. Independent grocery merchants are anticipated to remain profitable rather than becoming a relic if they develop an omni-channel retail strategy that includes internet shopping with clever messaging and incentives.