bake - Special Report - January 2023 - 3

from the EDITOR
Delivery was the only method to maintain sales versus
a year ago, and the downward pressures were more
present in grocery formats than in mass, according to
new research from Brick Meets Click.
" When it comes to shopping online - especially for
JOHN UNREIN
editor
delivery or pickup - cost considerations include more
than the price paid for a basket of products, " said David
Bishop, partner at Brick Meets Click. " Many customers
also evaluate the total cost associated with using the
service, which can include special charges, standard
fees, and tips. And, when comparing the total of these
costs to the customer, there's a sizable gap in favor of
mass versus grocery. "
This increased focus on cost may be influencing
where and how grocery's customers receive online
orders and motivating some of them to shift trips to
mass - especially those who already shop online with
both formats.
In November, the cross-shopping rate between
grocery and mass, which measures the share of grocery
MAUs who also shopped online for groceries with mass
during the same period, grew 6 percentage points
versus a year ago to 30%.
Delivery was the only segment that posted a gain in
REMOTE
DELIVERY
IS A
REALITY.
the average order value (AOV), climbing 4% compared
to November 2021. In contrast, pickup and ship-tohome
both finished 5% lower than last year.
Overall order frequency rates declined just under
4% versus the prior year. This aggregate decline was
the result of contracting demand in the ship-to-home
segment offset by pickup being flat and delivery
growing in the low single digits. Order frequency by
format also showed divergent year-over-year trend.
" Given that many shoppers are becoming more cost
conscious, grocers should consider offering a tiered
fee structure based on when a customer wants to
receive their order and reduce some of the additional
costs customers face when shopping online, " stated
Sylvain Perrier, president and chief executive officer
at Mercatus.
Bake Magazine Digital Special Report 1 | Volume 4 | bakemag.com
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bake - Special Report - January 2023

Table of Contents for the Digital Edition of bake - Special Report - January 2023

bake - Special Report - January 2023 - Intro
bake - Special Report - January 2023 - 1
bake - Special Report - January 2023 - 2
bake - Special Report - January 2023 - 3
bake - Special Report - January 2023 - 4
bake - Special Report - January 2023 - 5
bake - Special Report - January 2023 - 6
bake - Special Report - January 2023 - 7
bake - Special Report - January 2023 - 8
bake - Special Report - January 2023 - 9
bake - Special Report - January 2023 - 10
bake - Special Report - January 2023 - 11
bake - Special Report - January 2023 - 12
bake - Special Report - January 2023 - 13
bake - Special Report - January 2023 - 14
bake - Special Report - January 2023 - 15
bake - Special Report - January 2023 - 16
bake - Special Report - January 2023 - 17
bake - Special Report - January 2023 - 18
bake - Special Report - January 2023 - 19
bake - Special Report - January 2023 - 20
bake - Special Report - January 2023 - 21
bake - Special Report - January 2023 - 22
bake - Special Report - January 2023 - 23
bake - Special Report - January 2023 - 24
bake - Special Report - January 2023 - 25
bake - Special Report - January 2023 - 26
bake - Special Report - January 2023 - 27
bake - Special Report - January 2023 - 28
bake - Special Report - January 2023 - 29
bake - Special Report - January 2023 - 30
bake - Special Report - January 2023 - 31
bake - Special Report - January 2023 - 32
bake - Special Report - January 2023 - 33
bake - Special Report - January 2023 - 34
bake - Special Report - January 2023 - 35
bake - Special Report - January 2023 - 36
bake - Special Report - January 2023 - 37
bake - Special Report - January 2023 - 38
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