蘑菇AV

In 2025, retailers must prioritize data-driven measurement, seamless online-to-store experiences, and programmatic out-of-home (OOH) advertising. Seeking heightened measurement has nearly half of marketers emphasizing attribution, making actionable insights crucial. Meanwhile, bridging digital and physical shopping and leveraging real-time OOH campaigns can help retailers stay competitive. Here are three areas retailers should prioritize in 2025, according to industry experts.

颁补苍补诲补鈥檚 click-and-collect buyer growth tops our rankings among the countries we forecast. It鈥檚 a key option for consumers in Canada who prefer speedier order fulfillment and want to avoid home-delivery costs.

Digital grocery sales are growing again across Western Europe as inflation forces higher spending, click and collect gains momentum, and mobile loyalty schemes come to the fore. 鈥�

More than half of Gen Z (54%) and millennials (50%) favor low- or no-contact shopping methods鈥攍ike buy online, pick up in-store (BOPIS), self-checkout, or fully online purchases, per GoDaddy鈥檚 Consumer Pulse survey of 1,500 US shoppers. That compares with just 29% of Gen X and boomers, revealing a clear generational divide in retail preferences.

UK Click-and-Collect Sales. UK Retail Ecommerce Sales, by Product Category.

More consumers will favor delivery over click and collect. With free delivery for a flat monthly fee, memberships like Walmart+ are making delivery more accessible and affordable for digital grocery customers. Uber and DoorDash will be the fastest-growing digital grocery companies in 2025.

Not only are Canadians less inclined to visit their southern neighbor for vacations, but they鈥檙e also no longer using US border towns as click-and-collect points for ecommerce orders or destinations for cheap gas鈥攚hich is hurting local businesses that rely on their spending to stay afloat.

Click and collect is also outpacing the wider market as retailers expand availability amid strong demand. Health, personal care, and beauty is the fastest-growing ecommerce category. Overall sales in the category are surging as people continue to prioritize self-care.

More importantly, click-and-collect shoppers are increasingly likely to make add-on purchases when they pick up their orders. Over two-thirds of click and-collect buyers polled in August 2024 reported making an additional purchase either at the register or by shopping in the store. That鈥檚 up from 52.7% a year earlier, per surveys by Bizrate Intelligence for 蘑菇AV.

To connect the online and in-store experience, retailers can use services like click-and-collect or in-app shopping lists to help consumers move seamlessly between channels. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

Retailers need to offer both delivery and click-and-collect, as nearly half of digital grocery buyers use both services. Section 4: How can retailers respond? Retailers should focus on three key areas. Improve product selection and quality. Optimize mobile app and loyalty experience. Expand fulfillment services.

Medications can be picked up in-store or delivered to the home (when applicable). Consumers pay the GoodRx price online or can pay over time. That鈥檚 a change from the prior process that required people to print the coupon or show it on their phone at the pharmacy counter. Why it matters: The in-store pharmacy experience is getting worse.

Over 3 in 10 shoppers research online, but buy in-store, per 蘑菇AV and impact.com, making it difficult to track which ads influenced purchase. Newer RMNs like Costco鈥檚 have leaned into their in-store ad potential, but ROAS may be difficult to prove in this environment, making advertisers slow to increase spend.

鈥淭here could be an uptick in behaviors like buy online, pick up in store because ecommerce would get a lot more expensive with delivery and logistics costs,鈥� said Canaves. 鈥淲e may even see some retailers get rid of free shipping to offset tariff costs, which could result in more consumers purchasing online and picking up in-store.鈥�.

Click and collect has matured as an ecommerce channel, but growth will slow as pandemic concerns alleviate.

For grocery retailers to win over digital shoppers in a cost-effective way, they need to promote click-and-collect fulfillment options over expensive delivery. Sources. data.ai. ECDB. Global Wireless Solutions (GWS). GWI. Reuters. Similarweb. The Wall Street Journal.

Sales fulfilled via click and collect are growing faster than total ecommerce sales in the UK as cash-strapped consumers avoid delivery costs and retailers race to make their services faster, cheaper, and more efficient.

As consumers look for quick and convenient ways to shop, the number of click-and-collect buyers in the US will rise to 150.9 million in 2024, representing 53.1% of the population, per our December 2022 forecast.