How Shoppers Choose On-Demand Retailers

Updated: Feb 18

The shift to online grocery shopping has sparked rapid growth across a new segment of on-demand retailers — Instacart, Gopuff, Uber Eats, Shipt and many others — that are providing home delivery in increasingly shorter time frames. But what is prompting shoppers to decide which of these services to use?


Question: What factors are shoppers using to select an on-demand retailer?


Marilyn Says: According to The Mars Agency's most recent Shopper Journey research, the three leading factors are good customer service (identified by 26% of shoppers), solid user ratings/reviews (23%) and satisfactory online experiences/interface (20%).


For on-demand retailers, these key factors underscore how critically important it is to meet the needs and expectations of first-time shoppers. For product marketers, they illustrate an opportunity to develop programs that will help retailers improve their services and/or enhance the shopping experience.


The industry’s first end-to-end commerce marketing advisor, Marilyn® lets marketers streamline their data, optimize spending, plan strategy and measure results — all in one platform. Marilyn® uses proprietary consumer survey data to construct unique shopper profiles and journey maps that help brands improve their marketing strategies. To learn more, contact [email protected].