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Based on insights from 1,600 grocery shoppers across the US, France, and Italy.
One new finding released each week
Follow the Six-Week Series
Each week, a new chapter explores one expectation shaping
how shoppers evaluate the physical grocery experience.
The full Cust2Mate Consumer Survey brings together all six consumer expectation gaps into a single report, revealing where physical grocery retail is falling short and where the greatest opportunities for improvement lie.
Explore the complete findings, cross-country comparisons, retailer implications, and strategic recommendations in one comprehensive report.
Shoppers expect grocery trips to feel fast, intuitive, and free from unnecessary friction. Our research shows that when friction, especially at checkout, interrupts the journey, retailers risk losing revenue after purchase decisions have already been made.
Shoppers expect the same pricing clarity in-store that they get online, seeing every price, discount, and running total as they shop. Our research shows that when that visibility is missing, shoppers hesitate and walk away from purchases they had already decided to make, uncertainty suppresses spending before the sale even begins.
Shoppers expect promotions and loyalty rewards to be recognized and applied automatically, just as they are online. Our research shows that shoppers regularly miss out on discounts and rewards they had already earned, the value existed, but the retailer never delivered it.
Shoppers expect the same guidance in-store that they get online: clear information, comparisons, and help finding what they need. Our research shows that when that guidance is missing, shoppers give up on a product or buy a substitute, the sale is lost even though the product was on the shelf.
Shoppers expect their lists, rewards, and preferences to carry with them from digital channels into the store. Our research shows that when that connection breaks, shoppers lose access to their saved lists, coupons, and rewards right when they need them most, leaving the digital relationship behind at the door.
Shoppers expect offers and recommendations tailored to who they are and what they need in the moment, not generic promotions built for everyone. Our research shows that a timely, relevant suggestion at the right moment drives purchases that would not otherwise happen, the upside retailers are currently leaving on the table.
