Shopper-First Retailing in Grocery: Bridging the Digital and Physical Divide

The grocery sector is undergoing a profound transformation. Once considered immune to digital disruption, grocery retail has seen e-commerce surge from a marginal channel to a core driver of growth, now accounting for 12-15% of total sales in many markets. This rapid evolution, accelerated by shifting consumer behaviors and the impact of global events, has brought both unprecedented opportunities and unique challenges. At the heart of this transformation is a simple but powerful mandate: put the shopper first—across every channel, every touchpoint, and every experience.

The Rise of Digital Grocery—and the Profitability Challenge

Digital grocery is no longer a novelty. Online ordering, curbside pickup, and home delivery have become everyday expectations. Yet, as digital sales grow, so do the complexities. Unlike other retail categories, grocery faces high-frequency purchases, perishable inventory, and razor-thin margins. The profitability of digital grocery remains a critical concern. Fulfillment costs, last-mile delivery, and the need for rapid, accurate picking all erode margins that are already slim in traditional grocery.

To address this, leading grocers are investing in automation, micro-fulfillment centers, and advanced supply chain solutions. By leveraging AI-driven demand forecasting and real-time inventory management, grocers can optimize picking efficiency, reduce stockouts, and improve on-time delivery. For example, a global retailer partnering with Publicis Sapient achieved a 35% improvement in e-commerce order picking rates and $500M in incremental international grocery e-commerce revenue by modernizing its digital and supply chain operations.

Innovations in Digital Discovery and Impulse Buying

One of the defining features of in-store grocery shopping is the serendipity of discovery—those unplanned purchases sparked by a new product display or a seasonal promotion. Translating this experience to digital channels is a major challenge. Online grocery journeys are often list-driven and repetitive, reducing the likelihood of impulse buys and new product trial.

To bridge this gap, grocers are turning to data and AI. By analyzing past purchase behavior and leveraging platforms like Salesforce’s Marketing Cloud, grocers can deliver personalized recommendations, targeted promotions, and even digital samples. For instance, AI-powered engines can suggest new or seasonal products at checkout, or include sample-size items in delivery bags based on customer profiles. These innovations not only drive incremental sales but also enhance the shopper’s sense of discovery and delight.

Integrating In-Store and Online Experiences: The Omnichannel Imperative

Today’s grocery shopper expects a seamless journey across digital and physical channels. Whether researching products online, building a shopping list on a mobile app, or picking up an order curbside, the experience must be connected and consistent. This requires more than just technology—it demands a unified data strategy and a reimagining of the store’s role.

Modern grocery stores are evolving into digitally enabled hubs. Shoppers use mobile devices in-store to check reviews, compare prices, and verify stock. Digital shelf labels, self-service kiosks, and contactless payment options are now table stakes. Omnichannel fulfillment—buy online, pick up in store (BOPIS), curbside pickup, and home delivery—has become essential for meeting shopper expectations and capturing incremental sales.

Publicis Sapient’s work with leading grocers demonstrates the power of this approach. By integrating customer data platforms (CDPs) and real-time inventory systems, grocers can offer endless aisle experiences, personalized offers, and frictionless returns—blurring the lines between online and offline and creating a truly shopper-first ecosystem.

Data-Driven Personalization: The Engine of Shopper-First Grocery

The foundation of shopper-first retailing is data. Grocers generate vast amounts of information every hour, from online browsing and loyalty programs to in-store transactions and supply chain movements. The challenge is to unify this data, break down silos, and activate insights in real time.

Advanced CDPs, powered by AI and machine learning, enable grocers to build unified customer profiles, deliver real-time personalization, and optimize marketing spend. For example, by knowing a customer’s purchase history and preferences, grocers can recommend relevant products, automate replenishment reminders, and tailor promotions to drive loyalty and increase basket size. Privacy and trust are paramount—shoppers are willing to share data in exchange for clear value, but only if their privacy is respected and data usage is transparent.

Real-World Impact: Publicis Sapient and Salesforce in Grocery Transformation

Publicis Sapient, in partnership with Salesforce, has helped leading grocery brands navigate the complexities of digital transformation. By bringing digital expertise in-house and leveraging the Salesforce stack, grocers have moved from outsourcing digital as a side channel to making it the front door of the shopping experience. This shift enables greater control, agility, and the ability to innovate rapidly in response to changing shopper needs.

For example, by integrating Salesforce’s Marketing Cloud, Sales Cloud, and AI-driven recommendation engines, grocers can:

These capabilities drive measurable business outcomes: increased revenue, improved operational efficiency, and deeper customer loyalty.

The Path Forward: Actionable Steps for Grocery Leaders

Why Publicis Sapient?

With deep expertise in grocery and a proven track record of digital business transformation, Publicis Sapient is uniquely positioned to help grocers bridge the digital and physical divide. Our approach combines strategy, product, experience, engineering, and data—empowering grocery brands to deliver shopper-first experiences that drive growth, profitability, and long-term loyalty.