Leading French retailer, Carrefour, has unveiled its new online grocery ‘personal shopper’ experience for French consumers, which uses a virtual ‘personal shopper’ analysing consumer preferences through the consumer approving or substituting suggested products, creating a personalised experience that is unique to the French online grocery delivery market. GlobalData’s Q1 2021 consumer survey reveals that this service will directly appeal to the 79%* of French consumers who are influenced, to some extent, by how a product or service is tailored to their needs and personality.

The personal shopper aspect of online grocery delivery gives Carrefour a promising unique selling point and allows them to continue competing effectively in the online delivery market, which itself has grown as a result of the Covid-19 pandemic and is a grocery shopping preference for many French consumers. 43%* of French consumers admit to continuing grocery shopping online or doing it more frequently, highlighting the opportunity in this sizable target market for innovation. With a beneficial unique selling point, consumers will opt for Carrefour for the retailer’s personalised service over competitors.

Grocery shopping online compared to in-store is appealing to French consumers and provides multiple benefits. The concept of Carrefour’s personalised online shopping service heightens these benefits of shopping online, as it creates an accessible, convenient and time-saving approach as the personal shopper does the work. The main reason why consumers prefer to shop online rather than in-store is for the time-saving benefits. This directly correlates with Carrefour’s new launch as consumers can log on and have a ready-made basket that they can check out within minutes due to the personal shopper’s ability. 62%* of French consumers agree that the main benefit of online shopping is time-saving, which highlights the importance of acknowledging this aspect. Another main reason why consumers shop online is for convenience, with 43%* agreeing to this.

For a more in-depth personalised service, consumers can virtually chat to their ‘personal shopper’ via the online chat function. This allows consumers to resolve any issues with ease and input preferences, suggestions and opinions to make the next shopping experience more beneficial. As online grocery shopping is a digitally advanced concept, the demand for internal services to also be digitally advanced is high as it eliminates the need and demand for ‘traditional’ grocery shopping benefits such as customer service. 60%* of French consumers are influenced, to some extent, by how digitally advanced a product or service is, which highlights the need for technological innovation and support in growing markets like online delivery.

Overall, the addition of personalisation and customisation in the online grocery delivery market is important, as it highlights the future of grocery shopping as a whole and acknowledges the need to align with enhanced consumer needs. Other major retailers will likely develop this opportunity in the French market and overseas and add value to their services through incorporating tailored solutions.

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By GlobalData