See how characteristics of the online grocery shopping offer are defining the market and learn more about Brick Meets Click's three potential growth scenarios (conservative, moderate, and aggressive) based on market level assumptions.
Forecasting the Growth for Online Grocery Shopping: Three Growth Scenarios
Forecasting the Growth
for Online Grocery
By Brick Meets Click
Brick Meets Click delivers the strategic insight and guidance that retailers, suppliers, &
technology providers need to drive growth by meeting shopper needs in an omnichannel
@2014 brick meets click
What Characteristics of the Online Grocery
Shopping Offer are Defining the Market?
→ Availability: “Market Presence”
→ Accessibility: “Ease of Use”
→ Flexibility: “Fulfillment Options”
→ Affordability: “Competitive Prices”
@2014 brick meets click 2
Modeling Market Readiness and Growth Potential
→ Adoption curves reflect actual experience of similar US retail
→ “Start point” based on survey results from 22,000 customers from
seven retail banners across multiple markets in the US.
→ Growth/diffusion rate driven by positive word of mouth.
→ Demographics define the “necessary conditions” and high potential
→ Growth scenarios built around the intensity of competition.
@2014 brick meets click 3
Market-based Scenarios =
the Only Practical Way to Go
→ Created at the market level vs. national.
→ Driven by the level of shopper readiness and the
availability of online grocery shopping in that
→ Online penetration driven by the speed/scale of an
@2014 brick meets click 4
6.7% penetration in 2024
Market conditions: Only online grocery option in the
market is a new player who:
→ Must invest in a physical capability; i.e. fulfillment
→ Takes a measured approach to deploying across
@2014 brick meets click 6
10.7% penetration in 2024
Market conditions: Some disruption as Amazon
accelerates rollout to more markets triggering a response
by the regional supermarket chains in those areas.
→ Only the leaders respond.
→ Response extends to reinventing the store.
@2014 brick meets click 7
16.9% penetration in 2024
Market conditions: Major disruption has occurred as
Amazon Fresh dramatically increases its number of
market, and national chains, as well as regionals respond.
→ There are available physical assets ready for
conversion for fulfillment.
→ Deployments are accelerated.
@2014 brick meets click 8
Three Forces Reshaping the Retail Landscape
Di gi t al l y Connect ed
Ret ai l ers’ Need
Shoppers t o
Li f ecycl e of
Ret ai l Format s
@2014 brick meets click 9
Br i ck Meet s Cl i ck hel ps gr ocer y
r et ai l er s, suppl i er s and t ech pr ovi der s
wor k smar t er i n t oday’s omni channel
envi r onment .
We al so host a commer ci al -f r ee f or um on
our si t e about t he f ut ur e of shoppi ng and
gr ocer y r et ai l i ng - Gi ve us a vi si t !
bri ckmeet scl i ck.com
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