In a year where consumers spent a lot more time at home, many have dipped their toes into new ways of doing things. Whether out of necessity or curiosity, websites and apps took on new meaning for many of life’s daily tasks. Through Adobe’s Digital Economy Index, a real-time barometer of online shopping, we saw categories like home improvement grow 60 percent year-over-year. The breakout star however, was in groceries. In February 2021, online grocery shopping in the U.S. grew 230 percent compared to a pre-pandemic period.
COVID-19 quickly became a catalyst for consumer behaviors that were already bubbling to the surface. While pushing a cart still works for many grocery shoppers, some prefer going online for speed and efficiency. What we buy is changing as well, as more people look beyond ingredients and seek out meal-oriented offerings that save time and energy. As the future of grocery shopping comes into clearer view, Albertsons Cos. is one of the brands leading the charge. Digital sales for the grocer grew over 200 percent across all of 2020, while the company bolstered pickup and delivery options.
And while Albertsons Cos. grew its digital and omnichannel offerings to meet the needs of the pandemic, it also set the company up for the years ahead. A wide set of capabilities — from pickup kiosks to new app services — will allow the grocer to serve shoppers however they want, whenever they want. As these customer touchpoints grow, Albertsons Cos. is partnering with Adobe Experience Cloud to better harness cross-channel data, producing actionable insights that drive personalization and inform new services unique to the brand.