Which one generates more sales?
Here's my theory and I'll coin the term "Convenience Shopping Dilemma".
The dilemma is faced when a consumer can choose how they want to order groceries. They have three choices: grocery delivery, traditional, or both.
Customers who have grocery delivery address the dilemma and know they have access to groceries and can pick and choose what groceries they want and when to deliver. Convenience could make it easier for customers, to shop. And they may shop more than traditional grocery shoppers for frequency, and depending on the grocery list, spend more.
A traditional shopper goes to the supermarket and the amount spent is relative to the list. They may spend less, if they have a lot of groceries and cannot bring them home in an automobile. A grocery delivery order can fill an entire grocery order whether it's 10 or 100 items.
A customer who has access to both delivery and traditional shopping has flexibility and my hunch will not overspend, but have a total of more grocery transactions.
My hunch is that the customer who uses grocery delivery as their main outlet to buy groceries may spend more than the traditional grocery shopper or one that uses both because of the convenience. The delivery options addresses the dilemma and allows the customer to buy as many items as they want. And if this is true, expect a bigger marketing push to promote the service.
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