Millennial eComm Trends Make an Impact


New TABS Research Report Breaks Down the Opportunity

In their 7th Annual Food & Beverage Trends report, DI parent company TABS Analytics revealed grocery eComm penetration doubled as millennials “are finally making an impact” as that generation enters their next life-stage. In a recent webinar explaining this research, TABS founder Kurt Jetta also reported dramatic increases in delivery and store pickup trends.

Notable Grocery Trend Shifts from Study:

  • Delivery and Store pickup surge – with delivery outperforming pickup 2:1.
  • eCommerce grocery purchases nearly doubled in the past year, with 66% of consumers noting loyalty to shopping online.
  • Shoppers are now more inclined to take advantage of passive deal tactics, e.g., bonus packs, which saw 4 percentage point gains in the last year

Shifting Online Behaviors

Millennial shopping habits have edged eCommerce into the mainstream – and their new life-stage drives growth in categories such as Health & Beauty, Baby, and Pet. Decision Insight is helping clients capitalize on these shifts through online research via Digital.IQ, DI’s proprietary Test and Learn platform. Key areas identified for further eCommerce development include:

  • Online Search & Usage Situations – Millennials shop differently online, product bundling becomes an advantage.
  • Impulse – Promoting personalized suggested offers at checkout doubles the percentage of shoppers buying checkout items and substantially increases total dollars spent.
  • Brand – Dynamic messaging can be tested for key brand communications – breaking down barriers between shoppers and brands.

The Ability to Test “What if?”

From impulse purchases to online packaging presentation, to promotions, pricing, bundles and cross-category offers, online virtual shopping tests from DI deliver more than UX testing by including the confidence of ROI.

Read more in our recent newsletter, Millennials Bring Shopping Habits to eComm.

To learn how your eCommerce strategies may benefit from DI’s Test and Learn Digital.IQ platform, contact Leslie Downie.