Nearly 80% of Grocery Shoppers Use Digital Tools Before or During a Trip, Intouch Insight Study Finds

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Intouch Insight (OTCQX: INXSF) released a new study, “The Grocery Value Equation: How Grocers Turn Brand Promises into Shopper Trust,” analyzing how digital tools, promotions, and product availability affect perceived value in grocery shopping.

The study found that 79.2% of grocery shoppers use digital tools before or during trips, with retailer apps/websites as the primary source of product information for 43.1% of shoppers, ahead of search engines at 32.2% and in-store browsing at 21.1%. Weekly promotions are heavily used, with 72.3% of shoppers consulting weekly ads or digital offers on most trips and 84.6% reacting negatively when promoted items are unavailable.

Digital and curbside pickup performed strongly: orders were ready on time in 97.1% of shops, instructions were clear in 92.6%, and waits were five minutes or less in 87.4%. However, final charges matched online checkout totals in only 67.4% of orders due to fees and promotion variability. The research drew on 302 in-store and 175 digital shops across multiple U.S. regions, supplemented by shopper sentiment and cross-industry data.

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New research examines how digital tools, product availability, and accessible savings influence grocery shoppers’ perception of value

Ottawa, Ontario, Aug. 24, 2026 (GLOBE NEWSWIRE) -- Intouch Insight Ltd. (TSXV: INX) (OTCQX: INXSF) (“Intouch” or the “Company”),

a provider of customer experience management solutions, today announced the launch of The Grocery Value Equation: How Grocers Turn Brand Promises into Shopper Trust. The study found that 79.2% of grocery shoppers use digital tools before or during a shopping trip.

Retailer apps and websites were the first source of product information for 43.1% of shoppers, with search engines coming second at 32.2%. Both of these were ahead of in-store browsing, which came in at 21.1%. This growing reliance on digital channels makes accurate, accessible information about prices, products, promotions, and loyalty rewards an important part of the grocery experience.

“The grocery journey is becoming increasingly digital, even when the final purchase happens in a store,” said Sarah Beckett, Vice President, Sales & Marketing at Intouch Insight. “Shoppers are moving fluidly between retailer apps, websites, and physical locations, making digital engagement an integral part of the overall grocery experience.”

Out-of-Stock Promotions Risk a Shopper Backlash

Weekly promotions have become a high-stakes touchpoint for grocers. Nearly three-quarters of shoppers, 72.3%, consult a grocer’s weekly ad or digital offers on every or most trips, and 84.6% said they would react negatively if an advertised product was unavailable.

Grocers largely delivered on those expectations: prices were also visible and easy to understand in 94% of in-store shops and 99% of digital shops, while a store-brand option was available for every applicable item on the shopping list in 84% of in-store trips and 88% of digital orders. The findings show that promotions attract shoppers, but product availability ultimately determines whether those offers reinforce or undermine trust.

Digital Pickup Performs Well Across Key Measures

Digital and curbside pickup experiences were generally reliable. Orders were ready by the promised time in 97.1% of shops, pickup instructions were easy to follow in 92.6%, and shoppers waited five minutes or less to receive their groceries in 87.4%.

The study also examined what happens between online checkout and fulfillment. The final charge only matched the online checkout total in 67.4% of orders driven by the variability of fees and promotions. A clear substitution choice was available in 89.7% of shops, aligning with the 79.7% of shoppers who want to set substitution preferences in advance or be contacted for approval.

“Digital grocery totals can change for routine reasons, including the final weight of produce or a shopper-approved substitution,” Beckett said. “The opportunity is to communicate those variables clearly, identify the checkout total as an estimate, and explain any adjustments once the order is fulfilled.”

The study results were revealed August 24 at GroceryNEXT in Chicago, in collaboration with Informa and Supermarket News.

About the Study

Intouch Insight mystery shoppers completed 302 in-store shops across 15 grocery chains and 175 digital and curbside pickup shops across 13 chains in the Midwest and Mid-Atlantic, Southeast, Texas, Southwest and Northeast regions. Shoppers purchased five common grocery staples and documented prices, product availability, promotions, service, and fulfillment through receipts, screenshots, and photographs. The findings were supplemented by shopper sentiment surveys, consumer research, and cross-industry data.

To download The Grocery Value Equation: How Grocers Turn Brand Promises into Shopper Trust, visit https://www.intouchinsight.com/resources/studies/grocery-experience/.

About Intouch Insight

Intouch Insight is a customer experience (CX) solutions company, specializing in helping multi-location brands achieve operational excellence and exceed customer expectations. The Company provides mystery shopping, operational audits, and customer feedback software to over 300 of the world’s most beloved brands.

For more information, visit intouchinsight.com.

Attachment

• The Grocery Value Equation: How Grocers Turn Brand Promises into Shopper Trust

Andrew Soobrian
Intouch Insight
800-263-2980 ext. 9047
andrew.soobrian@intouchinsight.com

FAQ

What did Intouch Insight (INXSF) find about digital tool usage in grocery shopping?

Intouch Insight found that 79.2% of grocery shoppers use digital tools before or during a trip. According to Intouch Insight, retailer apps and websites are the first source of product information for 43.1% of shoppers, ahead of search engines and in-store browsing.

How do weekly promotions influence shopper behavior according to Intouch Insight's 2026 grocery study?

Weekly promotions are a key touchpoint, with 72.3% of shoppers checking weekly ads or digital offers on most trips. According to Intouch Insight, 84.6% of shoppers react negatively when advertised products are unavailable, linking product availability directly to perceived value and trust.

How well do digital and curbside grocery pickup services perform in Intouch Insight’s study?

Digital and curbside pickup performed strongly, with 97.1% of orders ready by the promised time. According to Intouch Insight, pickup instructions were easy to follow in 92.6% of shops, and 87.4% of shoppers waited five minutes or less to receive groceries.

Why do final digital grocery order totals often differ from checkout estimates in the Intouch Insight report?

Final totals matched online checkout in only 67.4% of orders, mainly due to fees, promotions, and variable item weights. According to Intouch Insight, clearly identifying checkout totals as estimates and explaining adjustments can help manage shopper expectations and maintain trust.

What methodology did Intouch Insight (INXSF) use for The Grocery Value Equation study?

Intouch Insight used mystery shoppers to complete 302 in-store shops across 15 chains and 175 digital/curbside shops across 13 chains. According to Intouch Insight, shoppers bought five common staples and documented prices, availability, promotions, service, and fulfillment with receipts, screenshots, and photos.

What does The Grocery Value Equation study suggest about digital engagement for grocers?

The study suggests digital engagement is now integral to the grocery journey, even for in-store purchases. According to Intouch Insight, shoppers move between apps, websites, and physical locations, making accurate digital information on prices, products, promotions, and loyalty rewards critical to sustaining shopper trust.