Terry Clear discusses recent findings on how financially strapped consumers turn to online grocery shopping to manage costs, and offers strategic advice for suppliers on serving budget-conscious shoppers.
Lainie: One thing we saw in this study is that Walmart now captures more than half of online grocery purchases among financially strapped consumers. How should suppliers think about serving that shopper segment?
Terry: It always comes down to the same thing—making sure your product is on the shelf. Nobody can complete the purchase if it’s not there for the order filler to pick up.
The trend toward online grocery shopping is a helpful way for shoppers to keep their grocery budgets under control. You’re less likely to pick up items that weren’t on your list, and you can be much more intentional about what you’re buying.
Knowing this, suppliers may want to consider adjusting the verbiage on their product display pages. Use content that reminds customers to add your item to their shopping list—something like, “This is a staple item you’ll always want to keep in your home.” That kind of messaging can encourage shoppers to include it on their recurring list so they don’t have to search for it every week.
I know that when I do my online grocery shopping, I have a list of items I’ve preselected. I just go to that page, scroll through, and click the ones I want. That makes the process much easier than searching for everything each time.
If suppliers make it easy for shoppers to remember and repurchase their key items, they’ll be more likely to secure a consistent spot in those online baskets.
Lainie: Another observation from the study is that consumers who are financially stressed are consolidating their trips into fewer but larger baskets. How can Walmart suppliers adjust their operations to accommodate these shopping patterns?
Terry: This really comes down to conveying the value proposition. Shoppers who are trying to keep their grocery spend under control—and who use online shopping to help with that—are true value shoppers. They want the best bang for their buck.
Suppliers should focus on product content that communicates both quality and value. Make it clear why your item stands out—why it’s the smarter or longer-lasting choice compared to others. That’s the kind of message that resonates with cost-conscious consumers making fewer but more deliberate purchases.
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