Bridging the Impulse Gap: How Grocers Can Recreate In-Store Discovery Online

In the world of grocery retail, the magic of in-store discovery—those spontaneous moments when a shopper grabs a new snack from an endcap or samples a trending beverage—has long been a critical driver of profitability and customer engagement. As more grocery shopping shifts online, grocers and CPG brands face a new challenge: how to replicate the serendipity and impulse buying of the physical store in digital channels that are, 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 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:

• Recommend complementary products at checkout (e.g., suggesting salsa and chips when guacamole ingredients are in the cart).
• Surface new or seasonal items based on past behavior or trending products in the shopper’s area.
• Automate replenishment reminders and tailored promotions, increasing both convenience and basket size.

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:

• Including free or discounted sample-size products in online orders, selected by AI based on customer profiles.
• Offering digital coupons or instant discounts for new products at checkout.
• Partnering with CPGs to create curated sample packs or seasonal bundles, delivered with regular orders.

These tactics not only drive trial but also generate valuable data on shopper preferences, fueling future personalization.

Social platforms and grocery sites are now brimming with shoppable recipes, meal inspiration, and snack hacks. Consumers can watch a video or scroll through a post, then instantly add all the ingredients to their cart—sometimes with a single click. This seamless integration of content and commerce is particularly effective in grocery, where meal planning and discovery are ongoing needs.

Livestream shopping brings the store to the customer, offering a human, interactive experience that static product pages simply can’t match. Grocers can:

• Host live recipe demonstrations or product showcases, allowing viewers to add featured items to their cart in real time.
• Feature local chefs, nutritionists, or influencers as hosts to build trust and engagement.
• Use real-time Q&A to address dietary needs, substitutions, and cooking tips, making the experience inclusive and interactive.

This approach not only drives sales but also embeds the brand in the daily digital routines of consumers, especially younger shoppers who are inspired by influencers and social content.

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.

Publicis Sapient’s work with global grocery leaders demonstrates the power of these strategies:

• A major retailer achieved a 35% improvement in e-commerce order picking rates and $500M in incremental online grocery revenue by modernizing digital and supply chain operations, including AI-driven recommendations and digital sampling.
• Another grocer, through a holistic digital transformation, saw a tenfold increase in customer satisfaction and rapid growth in online and omnichannel sales by integrating personalized offers and seamless digital discovery into every touchpoint.
• Retail media networks built in partnership with Publicis Sapient have generated $100 million in annual media revenue for leading supermarkets, while delivering more relevant, engaging experiences for shoppers.

To bridge the impulse gap and unlock the full potential of digital grocery, leaders should:

1. Invest in unified data and AI capabilities to enable real-time personalization and smarter recommendations.
2. Experiment with digital sampling and targeted promotions to drive trial and incremental sales.
3. Build or expand retail media networks to monetize digital traffic and enhance product discovery.
4. Integrate digital and in-store experiences to ensure discovery happens everywhere shoppers engage.
5. Continuously test, learn, and iterate—using data to refine strategies and stay ahead of evolving shopper behaviors.

The future of grocery is digital, but the joy of discovery and the power of impulse buying need not be lost. By embracing AI-driven personalization, digital sampling, shoppable content, livestream shopping, and retail media networks, grocers and CPG brands can recreate the serendipity of in-store discovery online—driving engagement, increasing basket size, and building lasting loyalty in a rapidly evolving marketplace.

Ready to transform your digital grocery experience? Publicis Sapient partners with retailers and brands to design and deliver shopper-first experiences that bridge the impulse gap and unlock new growth. Let’s start the conversation.

Relevant Links

• Research: Livestreams and Late-Night Snacks: What Drives Gen Z to Buy
• Research: Livestreams and Late-Night Snacks: What Drives Gen Z to Buy
• Regional Differences in Gen Z Grocery Shopping—How Local Culture and Regulation Shape Digital Experiences
• El Auge del Social Commerce en Alimentos y Bebidas: Oportunidades y Desafíos para América Latina (LATAM)
• Le commerce social et l’essor des achats impulsifs : Ce que les entreprises de produits de grande consommation doivent savoir (Europe)