Industry Spotlight: Digital Transformation in Grocery—Bridging the Gap Between In-Store and Online Experiences

The New Era of Grocery: Digital Disruption and Opportunity

The grocery sector is experiencing a seismic shift. Once a digital laggard, grocery has rapidly evolved from a world where e-commerce represented just 2-3% of sales to one where online now accounts for 12-15%—a transformation accelerated by changing consumer behaviors and the global pandemic. This surge in digital adoption is not just a temporary spike; it marks a fundamental change in how customers shop, discover, and engage with grocery brands.

Yet, this transformation brings unique challenges. Digital grocery is less profitable than traditional brick-and-mortar, and the move online risks losing the serendipitous product discovery that drives impulse purchases in-store. At the same time, consumers expect seamless, omnichannel experiences—demanding the convenience of online with the richness and immediacy of in-store shopping. For grocers, the imperative is clear: bridge the gap between physical and digital, and reimagine the grocery journey for a new era.

Key Challenges Facing Grocers in the Digital Age

  1. Digital Profitability:
    While online sales are growing, digital grocery often operates on thinner margins. The costs of last-mile delivery, picking, and fulfillment can quickly erode profits. Grocers are investing in automation, micro-fulfillment, and more efficient picking and delivery models to address these pressures.
  2. Loss of Serendipitous Discovery:
    In-store, shoppers are exposed to new products, seasonal items, and impulse buys—often through samples or strategic placement. Online, customers tend to shop from curated lists, reducing the chance of unplanned purchases. This shift challenges grocers to find new ways to drive discovery and trial in digital channels.
  3. Omnichannel Fulfillment Expectations:
    Today’s grocery shoppers expect flexibility: buy online, pick up in-store (BOPIS), curbside pickup, and home delivery are now table stakes. Meeting these expectations requires robust inventory management, real-time data, and seamless integration across channels.
  4. Dynamic Inventory and Personalization:
    Unlike other retail categories, grocery inventory is highly dynamic and perishable. Each store may have a unique assortment, making digital merchandising and real-time inventory visibility complex. Personalizing the experience—showing the right products to the right customer at the right time—demands sophisticated data and technology.

The Power of D2C and Salesforce-Powered Personalization

Direct-to-consumer (D2C) models are reshaping the grocery landscape. By owning the customer relationship, grocers can gather first-party data, personalize experiences, and drive loyalty. Salesforce’s suite of solutions—Commerce Cloud, Marketing Cloud, Data Cloud, and Einstein AI—enables grocers to:

For example, using Salesforce Einstein, grocers can recommend new or seasonal products to customers based on their purchase history, helping to recreate the serendipity of in-store discovery. Marketing Cloud enables targeted communications—reminding shoppers to reorder staples or try new items, while Data Cloud ensures every interaction is informed by the latest customer insights.

Bridging the In-Store and Online Divide: Publicis Sapient’s Approach

At Publicis Sapient, we understand that digital transformation in grocery is not just about technology—it’s about reimagining the entire customer journey. Our approach is grounded in:

  1. Omnichannel Experience Design:
    We help grocers create seamless journeys that connect online and offline touchpoints. Whether a customer is building a shopping list on their phone, picking up curbside, or browsing in-store, the experience is consistent, convenient, and personalized.
  2. Data-Driven Personalization:
    By leveraging Salesforce’s Customer Data Platform and AI capabilities, we enable grocers to deliver relevant offers, product suggestions, and content at every stage of the journey. This not only drives conversion but also increases customer lifetime value.
  3. Closing the Discovery Gap:
    We work with clients to introduce digital mechanisms for product discovery—such as AI-powered recommendations, digital sampling, and targeted promotions. For instance, if a shopper typically buys a certain brand of cookies, the platform can suggest a new seasonal flavor, mirroring the impulse discovery of the physical aisle.
  4. Operational Excellence and Fulfillment Innovation:
    Our teams design and implement solutions for efficient picking, micro-fulfillment, and last-mile delivery, ensuring that digital growth does not come at the expense of profitability. Real-time inventory visibility and dynamic merchandising are core to this strategy.
  5. Continuous Optimization:
    Transformation is ongoing. We partner with grocers to analyze performance, test new approaches, and iterate quickly—ensuring that digital investments deliver measurable business outcomes.

Real-World Impact: How Publicis Sapient Delivers Value

The Road Ahead: Actionable Steps for Grocers

  1. Invest in Unified Data and Personalization: Break down silos and build a single view of the customer to power relevant, timely experiences.
  2. Reimagine Discovery: Use AI and digital sampling to drive serendipitous product discovery online.
  3. Optimize Omnichannel Fulfillment: Ensure inventory, order management, and customer communications are integrated across channels.
  4. Focus on Profitability: Leverage automation and data to drive efficiency in picking, fulfillment, and marketing.
  5. Partner for Success: Work with experts who understand the unique challenges of grocery and can deliver end-to-end transformation.

Why Publicis Sapient?

With deep industry expertise, proven frameworks, and a track record of delivering measurable results, Publicis Sapient is uniquely positioned to help grocers thrive in the digital age. Our partnership with Salesforce empowers grocery brands to bridge the gap between in-store and online, delivering seamless, personalized, and profitable experiences that drive growth and loyalty.

Ready to transform your grocery business? Connect with Publicis Sapient to discover how you can deliver omnichannel, data-driven experiences that set your brand apart.