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Tapping Into Today’s Digitally Engaged Grocery Shopper

Staying ahead of big consumer tech trends can be daunting for retailers. Not only have today’s food shoppers transitioned to a new digital norm, the landscape they live in is rapidly evolving. But it’s not just about keeping tabs on trends like automatic replenishment and digital couponing. The shifting global socio-economic landscape adds an additional layer of complexity.

The good news for retailers, however, is that they’re no longer tasked with staying abreast of the confluence of these factors on their own. That’s because Nielsen recently announced a strategic and analytic alliance with the Food Marketing Institute (FMI) to better understand how digital is transforming the grocery consumer. This multi-year “Digitally Engaged Food Shopper” program aims to help food retailers and manufacturers better understand the impact that technology will have on the grocery shopping experience.

Available in early 2017 to senior decision-makers at food retailers and manufacturers who are responsible for supply chain, operations, marketing, digital and e-commerce, the program will illuminate current and future digital shopping behaviors by combining extensive consumer research with perspectives from top retailers, CPG manufacturers and technology providers.

The end goal? Help food retailers and suppliers advance in their efforts toward creating a connected commerce platform that resonates with today’s digitally savvy consumer.

“The use of mobile and digital technologies is reshaping the food retail landscape and creating the immediate need for retailers and manufacturers to implement ‘connected commerce’ strategies to maintain retail relevance,” said Chris Morley, president of U.S. CPG and Retail at Nielsen. “The combination of data and analytics across multiple sources will provide 360-degree clarity on core factors for food retailers and manufacturers navigating this new, digital retail topography.”

Leaning heavily on Nielsen’s consumer insights expertise, particularly in the food and beverage space, FMI will provide powerful counsel to its retailer partners on how to craft and execute digital strategies. FMI will release Initial survey findings of the “Digitally Engaged Food Shopper” program at its Midwinter Executive Conference in January 2017.