The Impact of Pandemic Restrictions on Offline and Online Grocery Shopping Behavior - New Normal or Old Habits?

Brüggemann, Philipp; Olbrich, Rainer

doi:10.1007/978-3-031-05728-1_24

Cited by 6 publications

(2 citation statements)

References 17 publications

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“…Figure 1 shows the three time intervals in 2020 that are relevant for this study. In previous research on purchase patterns before, during, and after pandemic restrictions, Brüggemann and Olbrich [ 27 ] utilized data from two years. Here, the observed time periods are of different lengths.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The impact of COVID-19 pandemic restrictions on offline and online grocery shopping: New normal or old habits?

Brüggemann

Olbrich

2022

Electron Commer Res

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The COVID-19 pandemic is changing future trends in retailing and e-commerce immensely. Recent research revealed a considerable increase in online grocery shopping (OGS) since the COVID-19 pandemic started. In addition, current statistics indicate a steady increase in OGS over the coming years. Despite this, less is known about whether consumers’ behavior is evolving to a ‘new normal’ or returning to ‘old habits’ after pandemic restrictions are withdrawn. To address this research gap, we operationalize and empirically analyze offline and online purchasing behavior before, during, and after pandemic restrictions. To this end, we use an extensive household panel dataset of 17,766 households reporting their purchases before, during and after the first lockdown in Germany in 2020. Our findings on offline purchase patterns show that while more than 10% of the consumers avoided brick-and-mortar retail during the lockdown, almost all of them returned afterwards. Looking at online purchase patterns, we find high volatility in OGS for both separate and combined purchase patterns. The combined analysis of purchase patterns (online and offline), reveal that households that avoided brick-and-mortar stores during the lockdown did not switch (completely) to the online channel. Based on our findings that consumers are still in reach of brick-and-mortar retailers we suggest offline retailers act now to retain their customers, e.g., by offering competitive benefits in their stores. OGS operators should urgently analyze the customer churn revealed in this analysis and derive measures to retain them. They do not seem to have succeeded in retaining their customers and keeping them loyal to the online channel during the entire observation period. Even worse, they also failed to convince consumers to use OGS who stayed at home due to the lockdown. The fact that a total of 96.75% of the observed consumers did not practice OGS at all shows that OGS in Germany was in 2020 still in its infancy. However, as current statistics forecast a further substantial increase in OGS over the coming years, our results are increasingly relevant for brand managers, brick-and-mortar retailers and OGS providers in Germany and beyond.

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Section: Theoretical Backgroundmentioning

confidence: 99%

The impact of COVID-19 pandemic restrictions on offline and online grocery shopping: New normal or old habits?

Brüggemann

Olbrich

2022

Electron Commer Res

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“…In mobile payment, most researchers expect its usage to increase further. However, some researchers believe security concerns and risks experienced by new users of mobile payments amidst COVID-19 may hinder further use or adoption if not mitigated [44].…”

Section: Adoption Of Mobile Payment and The Covid-19 Crisismentioning

confidence: 99%

Covid-19 and mobile payment in Belgium: Closing the digital divide or just for the young, social, and impulsive?

Hellemans

Willems²,

Brengman³

2022

Electron Commer Res

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Experts and industry reports agree that the COVID-19 crisis spurred the adoption of new retail technologies, like mobile payment. However, empirical academic evidence that compares their adoption and usage before, during, and after the crisis remains scarce. So far, academic mobile payment research has focussed almost entirely on the different building blocks of technological acceptance models, like perceived usefulness and ease of use, and their role in explaining intention to use. We need to learn more about the profile of the actual user. In this Belgian study, we investigate the evolution in mobile adoption based on survey data from 2019 to 2020 (2019: N = 897; 2020: N = 895). We examine differences in the profile of mobile payers in terms of their socio-demographics, retail, and social media behaviours. The pandemic triggered a clear uplift in mobile payment users between 2019 to 2020. Nonetheless, striking differences in socio-demographic profile and retail patronage remain. Our data shows that there is still inequality in adoption, related to age and social grade. We also observe a clear association between general impulse buying tendency and mobile payment. The link between internet/online shopping and mobile payment is firmly established. Finally, mobile adoption is related to the use of Instagram and Facebook. Consequences for retailers, researchers and public officers are further discussed.

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Hintergrund, Ziel und Aufbau des Buches

Leischner

2023

Online-Lebensmittelhandel in Deutschland

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The Impact of Pandemic Restrictions on Offline and Online Grocery Shopping Behavior - New Normal or Old Habits?

Cited by 6 publications

References 17 publications

The impact of COVID-19 pandemic restrictions on offline and online grocery shopping: New normal or old habits?

The impact of COVID-19 pandemic restrictions on offline and online grocery shopping: New normal or old habits?

Covid-19 and mobile payment in Belgium: Closing the digital divide or just for the young, social, and impulsive?

Hintergrund, Ziel und Aufbau des Buches

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