Nearly 80% of Grocery Shoppers Use Digital Tools Before or During a Trip, Intouch Insight Study Finds

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New research examines how digital tools, product availability, and accessible savings influence grocery shoppers’ perception of value

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Ottawa, Ontario, Aug. 24, 2026 (GLOBE NEWSWIRE) — Intouch Insight Ltd. (TSXV: INX) (OTCQX: INXSF) (“Intouch” or the “Company”),

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a provider of customer experience management solutions, today announced the launch of The Grocery Value Equation: How Grocers Turn Brand Promises into Shopper Trust. The study found that 79.2% of grocery shoppers use digital tools before or during a shopping trip.

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Retailer apps and websites were the first source of product information for 43.1% of shoppers, with search engines coming second at 32.2%. Both of these were ahead of in-store browsing, which came in at 21.1%. This growing reliance on digital channels makes accurate, accessible information about prices, products, promotions, and loyalty rewards an important part of the grocery experience.

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“The grocery journey is becoming increasingly digital, even when the final purchase happens in a store,” said Sarah Beckett, Vice President, Sales & Marketing at Intouch Insight. “Shoppers are moving fluidly between retailer apps, websites, and physical locations, making digital engagement an integral part of the overall grocery experience.”

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Out-of-Stock Promotions Risk a Shopper Backlash

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Weekly promotions have become a high-stakes touchpoint for grocers. Nearly three-quarters of shoppers, 72.3%, consult a grocer’s weekly ad or digital offers on every or most trips, and 84.6% said they would react negatively if an advertised product was unavailable.

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Grocers largely delivered on those expectations: prices were also visible and easy to understand in 94% of in-store shops and 99% of digital shops, while a store-brand option was available for every applicable item on the shopping list in 84% of in-store trips and 88% of digital orders. The findings show that promotions attract shoppers, but product availability ultimately determines whether those offers reinforce or undermine trust.

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Digital Pickup Performs Well Across Key Measures

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Digital and curbside pickup experiences were generally reliable. Orders were ready by the promised time in 97.1% of shops, pickup instructions were easy to follow in 92.6%, and shoppers waited five minutes or less to receive their groceries in 87.4%.

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The study also examined what happens between online checkout and fulfillment. The final charge only matched the online checkout total in 67.4% of orders driven by the variability of fees and promotions. A clear substitution choice was available in 89.7% of shops, aligning with the 79.7% of shoppers who want to set substitution preferences in advance or be contacted for approval.

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“Digital grocery totals can change for routine reasons, including the final weight of produce or a shopper-approved substitution,” Beckett said. “The opportunity is to communicate those variables clearly, identify the checkout total as an estimate, and explain any adjustments once the order is fulfilled.”

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The study results were revealed August 24 at GroceryNEXT in Chicago, in collaboration with Informa and Supermarket News.