The grocery sector has undergone a seismic transformation in recent years, driven by shifting consumer expectations, technological innovation, and the unprecedented challenges of the COVID-19 pandemic. As the lines between physical and digital retail continue to blur, grocers are reimagining every aspect of their business to deliver seamless, resilient, and customer-centric experiences. Omnichannel transformation is no longer a strategic option—it is a necessity for survival and growth in a rapidly evolving marketplace.
Grocery retail faces distinct operational and customer experience challenges compared to other sectors. The essential nature of grocery, the complexity of perishable inventory, and the frequency of purchase all demand a tailored approach to omnichannel strategy. During the pandemic, grocers experienced a dramatic surge in online demand—online grocery shopping jumped by over 70% at the height of the crisis. This rapid shift exposed pain points in fulfillment, supply chain resilience, and customer communication, but also accelerated innovation at an unprecedented pace.
To meet surging digital demand, grocers rapidly scaled online fulfillment capabilities. Many repurposed physical stores as dark stores or micro-fulfillment centers, enabling faster picking and delivery. Click-and-collect (BOPIS) and curbside pickup became essential services, offering customers the safety and convenience of online ordering with the immediacy of in-person pickup. In North America, leading grocers doubled their online order capacity in less than a week, accommodating nearly a million online requests and over a million delivery slots at the pandemic’s peak. In Europe, click-and-collect was already well-established, but the crisis drove further innovation, such as integrating appointment booking and virtual queueing to manage store traffic and enhance efficiency.
The volatility of demand and supply chain disruptions underscored the need for advanced, data-driven solutions. Grocers turned to AI and machine learning to forecast demand spikes, optimize inventory placement, and reduce costly stock-outs or overstock situations. Real-time inventory visibility—across stores, warehouses, and third-party partners—became the backbone of unified commerce. AI-powered demand planning tools enabled grocers to anticipate consumer needs, allocate resources dynamically, and ensure essential products were available in the right place at the right time. This agility not only improved operational efficiency but also enhanced the customer experience by providing accurate stock indicators and reliable fulfillment promises.
As stores reopened, safety and convenience remained top priorities for both customers and staff. Grocers deployed a range of digital solutions to manage in-store traffic, minimize contact, and build trust:
The most successful grocers are those who bridge the gap between digital and physical experiences, creating a unified journey that adapts to customer preferences. This includes:
Supply chain volatility remains a critical concern for grocers. The most resilient organizations are those that:
While the core principles of omnichannel transformation are universal, their application varies by region. North America has seen a dramatic rise in click-and-collect and curbside pickup, while Europe’s urban centers have sustained a strong preference for home delivery. APAC markets are leapfrogging traditional models with mobile-first, hyperlocal fulfillment and super-app ecosystems. Across all regions, the ability to harness data, experiment with new models, and respond quickly to changing consumer behaviors is the hallmark of successful grocers.
Omnichannel transformation in grocery is not a one-time project—it is a continuous journey of innovation, integration, and adaptation. Grocers who embed agility, data-driven decision-making, and customer-centricity into their DNA will be best positioned to weather future disruptions and capture new growth opportunities. By leveraging advanced technology, reimagining fulfillment, and uniting digital and physical experiences, grocery leaders can create robust, future-ready businesses that delight customers—no matter how, where, or when they choose to shop.
Publicis Sapient partners with grocers worldwide to design, implement, and optimize omnichannel strategies that deliver operational resilience and sustained competitive advantage. Connect with us to accelerate your grocery transformation and lead the way in the next era of retail.