Food Marketing Institute, FitForCommerce release omnichannel benchmarking index
More than half of food retailers manage digital commerce and fulfillment internally, and 42% outsource the entire process to a third-party vendor.
Food Marketing Institute (FMI), Arlington, Va., and FitForCommerce, Short Hills, N.J., released what is said to be the industry's first exploration in how leading grocery retailers are meeting customer demands for digital and omnichannel shopping experiences. The inaugural Grocery Omnichannel Index benchmarks retailer capabilities across web, mobile and in-store channels from the eyes of their customers.
FitForCommerce mystery-shopped 26 retailers’ online, in-store and mobile experiences nationwide using more than 175 benchmarking criteria. For the more than half of food retailers that manage digital commerce and fulfillment internally and 42% that outsource the entire process to a third-party vendor, the report makes clear that convenience, data practices, personalization, content and digital tools, mobile experience and pick-up experience are critical criteria.