Borrowing a term from the tech world, where “power users” are those who masterfully navigate software tools beyond the average user, these shoppers are the masters of modern retail. They’ve skillfully woven digital conveniences like online orders and in-store technology into their shopping routines. Yet, despite their shopping superpowers, many find themselves at odds with the physical stores they frequent. ChangeUp’s recent survey of 800 grocery shoppers underscores a growing disconnect between these sophisticated shoppers and grocery stores lagging in innovation.
The evolution from omni-channel to power user
The term “omni-channel” has been tossed around in retail circles for years, often losing its luster from overuse. Enter the power user—an evolution of the omni-channel shopper. Our research reveals that nearly half of grocery shoppers (47%) now fall under this category. These individuals are not mere dabblers; they are strategic navigators of both online and in-store environments. They’re the ones who, armed with their smartphones, expect an effortless integration of all shopping avenues. Consider these insights about power users:
An impressive 77% visit physical stores weekly, with 40% making multiple visits during that time.
72% rely on brick-and-mortar stores for their major stock-up trips.
32% anticipate increasing their physical store purchases over the next few years.
These figures tell a compelling story: despite the digital revolution, power users find immense value in physical stores. However, their expectations have soared beyond what these stores currently offer.
The growing expectation gap
While power users have embraced new shopping technologies and methods, their experience in physical grocery stores often falls short of their evolving expectations:
59% believe the in-store experience has stagnated or worsened in the past two years.
43% don’t think physical stores are living up to their full potential.
A staggering 48% don’t find grocery shopping exciting.
These figures paint a clear picture: power users are increasingly disappointed with how physical grocery experiences are evolving—or failing to evolve.
The power user’s perspective
To understand this disconnect, let’s examine the grocery shopping experience through the lens of a power user:
1. Efficiency and navigation
Power users expect: Seamless navigation and quick item location, similar to online search functions.
Current reality: 62% of omni-channel shoppers wish it was easier to find items they’re looking for in-store.
2. Personalization
Power users expect: Tailored recommendations and offers, akin to their online shopping experiences.
Current reality: 57% wish the store was more informative about products.
3. Technology integration
Power users expect: Advanced tech solutions to enhance their shopping experience.
Current reality: 56% of shoppers want to see more technology to make finding items easier and shopping faster.
4. Flexible shopping options
Power users expect: Multiple ways to shop, pay and receive their groceries.
Current reality: Many stores still offer limited checkout options and inflexible store layouts.
5. Engaging experiences
Power users expect: Interactive and enjoyable shopping experiences that rival online engagement.
Current reality: 43% believe that physical stores are not living up to their full potential.
Meeting power user expectations
Addressing these gaps presents a significant opportunity for all retailers. Because our study indicates that 32% of power user shoppers anticipate buying more in physical stores over the next two to three years, we will see more of them over time. Our study also shows that a larger proportion of these power users are younger, with 61% of those aged 25 to 44 identifying as power shoppers compared to only 39% who prefer solely physical stores. This trend underscores the necessity for retailers to innovate and adapt their physical spaces to meet power user expectations. It’s not just about keeping up with current demands; it’s about preparing for a future where digital and physical experiences are co-evolving.
Empowering the power user
The transformation of all retail shoppers into power users represents both a challenge and an opportunity for retailers. These savvy consumers value digital conveniences but also appreciate the tangible experience of physical stores. Their heightened expectations necessitate a new approach to in-store retailing. Grocery stores must rise to meet the level of their power users, creating spaces that are as efficient, personalized and engaging as the digital tools these shoppers have embraced. By doing so, retailers can transform grocery shopping from a mundane chore into an empowering experience, leveraging the best of both digital and physical worlds. The future of grocery retail belongs to those who can exceed the capabilities of their power users, turning everyday shopping trips into seamless, enjoyable experiences that keep these valuable customers engaged and loyal to their brand.
