A new study from Chicago-based IRI delves into the impact of Amazon’s acquisition of Whole Foods.
The results? Grocery shoppers are just as addicted to free Amazon Prime shipping as the rest of Amazon customers. And the potential of these shoppers is ever more important as the company revealed more than 100 million Amazon Prime members.
This is the third in a series of IRI Market Shift studies designed to give retailers and manufacturers an insight on market dynamics.
- 90% of shoppers surveyed were aware of the Amazon/Whole Foods acquisition;
- 15% said they are shopping more at the store because of the merger;
- 61% of Whole Foods shoppers with Amazon Prime access said free delivery of groceries would increase their purchases from Whole Foods.
- 71% of Whole Foods shoppers with Amazon Prime memberships are more satisfied with their experience at Whole Foods and are more likely to shop there.
“IRI’s Market Shift Study empowers retailers and manufacturers with the data and insights they need to make more impactful investments and more effectively compete in the evolving retail landscape,” said Fernando Salido, executive vice president of Shopper Analytics, Consumer Shopper Marketing for IRI, in a news release. “Results from the study reveal that the combination of Amazon and Whole Foods is accelerating dramatic shifts in shoppers’ expectations around assortment, pricing, home deliveries and e-commerce.”
Whole Foods recently announced it is ending its loyalty program ahead of an expected expansion of Amazon Prime member benefits, including discounts in-store, free grocery delivery and cash back with affiliated credit cards.