The COVID-19 pandemic has put a spotlight on the grocery sector, which remains an essential service across America. Grocers have had to rethink their delivery models overnight, balancing a rise in demand with changing consumer habits. Some, like Whole Foods and H.E.B (Texas only), for example, offer shoppers more buying options, whether they want to order and have their products delivered home, buy online and pick up in store, or curbside pickup.

Click and collect has been a lifeline for the entire retail sector during the pandemic. Another DEI study, which explored online purchasing trends across grocery, apparel, and a number of other retail sectors, found that click and collect orders grew 208 percent in April and 195 percent in May compared with last year.

All in all, the past few months have revealed what omnichannel really means in retail. It's not just about having a web, mobile, and in-store service. It's about allowing customers to mix and match channels when making a purchase without having to compromise on the quality of experience they receive.