The global grocery sector is in the midst of a digital revolution, but the journey is far from uniform. In EMEA (Europe, Middle East, and Africa) and APAC (Asia-Pacific), the transformation of grocery retail is shaped by distinct consumer behaviors, regulatory environments, and operational realities. As digital adoption accelerates, grocers in these regions are reimagining fulfillment—curbside pickup, buy-online-pickup-in-store (BOPIS), and micro-fulfillment centers (MFCs)—to deliver seamless, shopper-first experiences while navigating unique regional challenges.
In Europe, the grocery landscape is defined by a mix of legacy hypermarkets, local specialists, and new digital entrants. Consumer expectations are high: shoppers demand real-time inventory visibility, personalized offers, and flexible fulfillment options. The shift toward healthy, locally sourced food and the rise of online grocery have intensified competition, with international players and local champions vying for market share.
A leading European grocer, for example, partnered with Publicis Sapient to rigorously assess the business case for curbside pickup. Through detailed market research and cost analysis—including picking costs, third-party vendor fees, and online revenue—a scalable curbside solution was developed. The result: a 30% reduction in labor costs, a projected $5.3B revenue increase, and a 5% EBIT boost by 2024. This transformation was enabled by integrating real-time inventory systems, automating order picking, and leveraging micro-fulfillment centers to support same-day and two-hour pickup windows.
Meanwhile, in France, a major hypermarket chain unified its fragmented digital assets and adopted agile, cross-functional teams to accelerate e-commerce growth. Within six months, a new platform was live, driving a 1.5x increase in conversion rates and enabling daily enhancements without downtime. The key to success was breaking down silos, integrating digital and physical channels, and continuously iterating based on customer feedback.
The APAC region is characterized by rapid urbanization, mobile-first consumers, and a diverse regulatory landscape. Here, digital grocery transformation is about speed, scalability, and local adaptation. Grocers must balance the demands of high-density urban centers with the logistical challenges of vast, rural geographies.
A top global retailer, with a significant presence in APAC, partnered with Publicis Sapient to expand online grocery capabilities across international markets. The transformation included:
These efforts resulted in $500M annual revenue from international grocery e-commerce and a 35% improvement in order picking rates. The ability to adapt quickly—whether through pop-up shops, new fulfillment models, or agile engineering teams—has been critical to success in the region.
Consumer preferences in EMEA and APAC are shaped by cultural, economic, and regulatory factors. In EMEA, shoppers often prioritize local sourcing, health, and sustainability, while in APAC, convenience, speed, and mobile integration are paramount. Regulatory environments also differ: data privacy, food safety, and labor laws can vary widely, requiring tailored solutions for each market.
Publicis Sapient’s approach is to design flexible, modular platforms that can be adapted to local requirements. Real-time inventory visibility, AI-driven demand forecasting, and seamless integration of digital and physical touchpoints are foundational. By leveraging automation and data, grocers can minimize substitutions, optimize picking, and deliver on the promise of freshness and accuracy—regardless of region.
Grocery fulfillment in EMEA and APAC is uniquely complex. Perishable inventory, high transaction volumes, and volatile demand require robust technology and agile operations. Publicis Sapient has helped grocers overcome these challenges by:
The results speak for themselves: measurable improvements in revenue, efficiency, and customer satisfaction. For example, a unified digital platform for a major European grocer led to a tenfold increase in customer satisfaction and rapid growth in online sales. In APAC, agile engineering and data-driven operations enabled a global retailer to scale quickly and profitably, even in the face of unprecedented demand spikes.
With decades of experience in digital business transformation and a proven track record in grocery, Publicis Sapient delivers end-to-end solutions tailored to the realities of EMEA and APAC markets. From business case development and technology integration to customer experience design and agile delivery, we help grocers modernize fulfillment strategies and meet the demands of today’s—and tomorrow’s—shopper.
Ready to benchmark your digital grocery transformation or localize your strategy for EMEA or APAC? Connect with Publicis Sapient to discover how our regional expertise and global capabilities can help you drive growth, efficiency, and customer loyalty in a rapidly evolving landscape.