The grocery sector stands at the forefront of retail transformation, where the convergence of physical and digital experiences is not just a trend but a necessity. As consumer expectations evolve, supermarkets are reimagining the end-to-end shopping journey—integrating online ordering, curbside pickup, loyalty programs, and in-store digital experiences to deliver seamless, personalized, and convenient service. Publicis Sapient’s extensive work with leading global grocery retailers reveals both the unique challenges and the immense opportunities that define this sector’s omnichannel evolution.
Unlike other retail categories, grocery shopping is deeply embedded in daily routines and often involves complex, high-frequency transactions. The pandemic accelerated the adoption of digital channels, but it also underscored the enduring importance of physical stores. Today’s grocery shoppers expect the flexibility to browse and order online, pick up curbside, or enjoy a frictionless in-store experience—all while receiving personalized offers and consistent service across every touchpoint.
Supermarkets that succeed in this environment are those that break down silos between channels, unify data, and modernize their technology and supply chain. The result is a truly integrated omnichannel ecosystem that anticipates needs, adapts experiences, and builds lasting loyalty.
Grocery retailers are investing in platforms that allow customers to move effortlessly between digital and physical experiences. For example, leading supermarkets have scaled online grocery platforms internationally, enabling customers to order online and choose from a range of fulfillment options—home delivery, in-store pickup, or curbside collection. These services are underpinned by robust supply chain modernization, ensuring inventory accuracy and timely fulfillment even at peak demand.
Curbside pickup and buy-online-pickup-in-store (BOPIS) have become essential. Best-in-class implementations, such as those seen at major North American retailers, provide real-time inventory visibility, intuitive mobile app experiences, and streamlined pickup processes. Some supermarkets have introduced easy-to-locate pickup towers or dedicated parking spots, allowing customers to retrieve orders quickly and safely. These innovations not only enhance convenience but also drive incremental in-store traffic and cross-sell opportunities.
Loyalty programs are evolving from simple point-collection schemes to sophisticated, data-driven platforms. By unifying customer data across online and offline channels, supermarkets can deliver targeted offers, personalized content, and relevant promotions. This approach not only increases engagement and sales but also opens new revenue streams. For instance, one leading American supermarket partnered with Publicis Sapient to build a retail media network, leveraging first-party data to offer targeted advertising to CPG partners—resulting in $100 million in annual media revenue and setting the stage for a billion-dollar business line.
Physical stores remain central to the grocery experience, but their role is being redefined. Digital enhancements—such as contactless payment, self-service checkout, digital signage, and mobile wayfinding—reduce friction and increase efficiency. Some grocers have implemented scan-and-go technology, allowing shoppers to build lists, locate products, and check out via mobile devices. Others use data and AI to optimize store layouts, personalize in-store promotions, and even predict demand to minimize stock-outs.
A digitally enabled supply chain is critical for omnichannel success. Supermarkets are leveraging real-time data to anticipate demand, optimize inventory, and ensure product availability across all channels. Cloud-based, microservices architectures allow for rapid deployment of new services and features, supporting continuous innovation without disrupting core operations.
Grocery retailers face distinct hurdles in their omnichannel journeys:
Publicis Sapient’s approach addresses these challenges through its SPEED capabilities—Strategy, Product, Experience, Engineering, and Data & AI—enabling grocers to modernize legacy systems, harness actionable insights, and deliver shopper-first experiences at scale.
Publicis Sapient has partnered with some of the world’s largest grocery and general merchandise retailers to drive omnichannel transformation. Highlights include:
As the grocery sector continues to evolve, the winners will be those who embrace agility, data-driven decision-making, and relentless customer focus. The store of the future is not just a place to shop—it’s a digitally connected hub that delights customers, rewards loyalty, and generates valuable insights for continuous improvement.
For grocery executives and digital leaders, the path forward is clear: invest in omnichannel capabilities that bridge the gap between physical and digital, unify data to personalize every interaction, and modernize operations to deliver on the promise of convenience, choice, and value. With the right strategy and technology partner, supermarkets can not only meet but exceed the expectations of today’s—and tomorrow’s—shoppers.