Last week, we explored how grocery shoppers are making decisions today. This week, we’re looking ahead to what’s next: A future where online and in-store experiences work seamlessly together.

Tomorrow’s grocery shoppers will expect AI tools that anticipate their needs, faster checkouts, and consistent pricing across channels. In this new era, convenience and technology will shape behavior, but value and trust will remain the deciding factors.

Here’s what retail media leaders need to know.

1. Online and in-store need to move as one

Today’s consumers expect brands to be online and in stores. In the future, those expectations will only grow, with shoppers wanting to switch between digital and physical experiences without missing a beat.

• In five years, a quarter (25.1%) of shoppers say the most important factor when deciding where to shop will be whether stores offer online services like delivery, buy online and pick-up in-store (BOPIS), and curbside pickup, according to a July survey from EMARKETER and Amazon Ads.
• Another 27.2% say the grocery store of the future seamlessly blends the in-store and online experience. For example, starting a shopping list on their phone and finishing in-store (or vice versa) without extra steps.

The takeaway: Retail media networks can be the connective tissue between physical and digital shopping.

• When asked how retailers could improve the online-to-store experience, the top two answers were providing real-time store inventory and aisle locations in an app and having consistent pricing and promotions between the website/app and physical store, found the EMARKETER and Amazon Ads data.
• Tighter feedback loops between supply chain, in-store inventory, and digital channels enable more precise targeting and attribution for brands and a better experience for shoppers.

2. Tech must save time, effort, or money

Consumers want digital tools that simplify the shopping journey, whether at home creating a shopping list or checking out in-store.

• 45.8% of shoppers would maybe or definitely use an in-app chatbot that suggests meals and fills their cart, while 32.6% are likely or very likely to let an AI tool reorder staple items when they’re running low, according to EMARKETER and Amazon Ads.
• Cashierless grab-and-go stores with walkout checkout are the top emerging tech shoppers believe would improve future grocery shopping (30.5%), followed by personalized digital shelf labels or smart carts that show unique prices or promos (29.7%).

The takeaway: Retail media leaders should view AI and automation as tools to enhance shopper relevance and reduce friction, not just as ad tech.

• AI can help brands deliver more intuitive and personalized experiences, predicting when consumers need to restock, surfacing contextually relevant offers, and supporting seamless checkout.
• Consumers’ use of AI in grocery shopping is poised to grow. Nearly half (47.7%) say their comfort with and use of AI-powered grocery tools will increase at least somewhat over the next five years, per the survey.

3. Price, loyalty, and transparency still rule

Above all else, consumers want the grocery store of the future to be affordable and transparent.

• Over half (55.8%) say low prices and clear value will remain their priority, even with new technology, based on EMARKETER and Amazon Ads data.
• Aside from price and convenience, shoppers expect that in five years, they’ll still choose stores that carry the products they already know and love, the same top deciding factor driving their choices today.

The takeaway: Retail media networks and brands should collaborate to provide consumers with added value throughout the shopping experience.

• Loyalty programs and app-based rewards can help connect media and commerce.
• Half (50.3%) of shoppers say exclusive app-based savings would make them more likely to use digital tools in-store and 38.4% say loyalty challenges or bonus points could influence store visits.

This was originally featured in the Commerce Media Weekly newsletter. For more marketing insights, statistics, and trends, subscribe here.