In the world of grocery retail, impulse buying and serendipitous product discovery are not just pleasant surprises—they are critical drivers of profitability and customer engagement. The in-store experience, with its endcaps, seasonal displays, and free samples, has long been a playground for unplanned purchases. Yet as digital grocery adoption accelerates, grocers face a new challenge: how to replicate the magic of in-store discovery in a digital environment that is, by nature, more utilitarian and list-driven.
Online grocery journeys are typically efficient and repetitive. Shoppers often reorder from past lists, search for specific items, and check out quickly. While this convenience is a win for time-starved consumers, it comes at a cost: the loss of those spontaneous moments that drive incremental sales and introduce shoppers to new products. For grocers and CPG brands, this “impulse gap” can mean missed revenue and weaker brand engagement.
The challenge is compounded by the unique operational realities of grocery: perishable inventory, high-frequency transactions, and the need for real-time inventory accuracy. Unlike other retail categories, where browsing and discovery are more easily translated to digital, grocery’s complexity demands tailored solutions.
Leading grocers and CPGs are rising to the challenge by leveraging data, AI, and digital experience design to bring the excitement of discovery to online grocery. Here’s how:
Personalization is the engine of digital discovery. By harnessing customer data—purchase history, preferences, even dietary needs—grocers can deliver highly relevant product suggestions at key moments in the digital journey. AI-powered engines can:
For example, leading snack brands have used data to identify when a shopper is likely preparing a party platter, triggering timely prompts to add related products. Meal kit and recipe platforms integrate with grocery e-commerce, suggesting bundled ingredients and new products, turning meal planning into a discovery moment.
In-store samples have long been a catalyst for trial and impulse. Digitally, grocers are experimenting with:
These tactics not only drive trial but also generate valuable data on shopper preferences, fueling future personalization.
Retail media networks (RMNs) are transforming the digital grocery landscape. By leveraging first-party data, grocers can offer CPG brands targeted advertising opportunities—placing relevant offers, sponsored products, and content directly in the shopper’s path. This creates a win-win: shoppers discover new products, brands gain visibility, and grocers unlock new revenue streams.
Premium loyalty and subscription models further strengthen the connection, offering exclusive access to new products or early-bird deals, and encouraging repeat engagement.
Some grocers are blurring the lines between digital and physical by digitizing in-store discovery:
These innovations ensure that discovery is not lost, regardless of channel.
Publicis Sapient’s work with global grocery leaders demonstrates the power of these strategies:
To bridge the impulse gap and unlock the full potential of digital grocery, leaders should:
With deep expertise in digital business transformation and a proven track record in grocery, Publicis Sapient helps grocers and CPGs design and deliver shopper-first experiences that drive growth, profitability, and long-term loyalty. Our approach combines strategy, experience design, engineering, and data to bridge the gap between physical and digital—ensuring that the joy of discovery and the power of impulse buying are never lost, no matter where or how customers shop.
Ready to transform your digital grocery experience? Let’s start the conversation.