The impact of e-commerce on Americans’ shopping habits and consumer expectations has significantly disrupted the logistics industry and is rippling through retailers’ supply chains.
Modern America’s growing diversity and changing consumer preferences have far-reaching implications for the retail, grocery and third-party logistics sectors. In the retail industry, for instance, shoppers demand seamless experiences that blend the ease of online transactions with the comfort and personal attention of physical retail spaces. Harvard Business School’s Ryan Raffaelli even coined the “3Cs” framework to explain the conditions leading to retail success—stores that “connect” the community, “curate” product offerings for unique cultural needs and serve as “convening” spaces for neighborhoods and interest groups.
The food economy is central to curating the brick-and-mortar shopping experience. In fact, 71% of consumers noted that they make purchasing decisions based on their understanding of a product’s full ingredient list, and 54% said that they prioritize the source of their food, according to a study conducted by Label Insight, St. Louis, Mo. These two factors were rated as being more important than organic labeling, packaging, fat content and brand. For modern grocery shoppers, the source of food matters more than ever. This global “food awakening” is driving a thirst for knowledge about the foods we eat along with a desire to eat healthier foods, irrespective of one’s background, wealth level or age.