We know that all kinds of retailers understand the value of multiple touch points for consumers — and are acting accordingly.

Recently, the “Seventh Annual Supermarket Benchmark Study” was published. As reported by eMarketer: “Grocers, like other retailers, are increasingly aware of both the challenges and opportunities presented by technology. A survey of grocery retailers in North America conducted by RIS News and International Data Corporation (IDC) Retail Insights in June 2013 found that the vast majority of respondents — more than eight in 10 — said that investments in technological improvements would take place over the next year. A major area of interest for digitally minded grocers is increasing the ability of customers to interact with retailers through a variety of channels. The idea of ordering online and picking up in-store, once a rare experience, is quickly becoming the norm. The survey found that half of those polled already offered the service, and that more than half of those that didn’t yet have it planned to offer it within 12 months.”

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