We mystery-shopped 26 U.S. food retailers to find out!
Food Marketing Institute (FMI) and FitForCommerce has released the industry’s first exploration in how leading grocery retailers are meeting customer demands for digital and omnichannel shopping experiences.
Previewed at Groceryshop in September, the inaugural Grocery Omnichannel Index benchmarks retailer capabilities across web, mobile, and in-store channels from the eyes of their customers.
FitForCommerce mystery-shopped 26 retailers’ online, in-store and mobile experiences across the country using more than 175 benchmarking criteria. For the more than half of food retailers that manage digital commerce and fulfillment internally and 42% that outsource the entire process to a third-party vendor, the report makes clear that convenience; data practices; personalization; content and digital tools; mobile experience; and pick up experience are critical to meeting customer demands.