Background and goals
Online grocery shopping has shown quite modest numbers of total grocery sales in Finland. This may, however, be changing as the ongoing Covid-19 pandemic seems to have boosted consumer migration from conventional grocery stores towards online grocery shopping.This project aims to identify trends in, and underlying drivers of, consumers’ changing behavioural patterns and decision-making processes in grocery shopping during and post the Covid-19 crises.
Objectives and benefits
The research is important for retailers, who need to renew their shopping procedures and invest in customer experiences.The results are also important for policy-makers who provide guidelines, programs and funding for different types of retail development initiatives.