Benchmarking Your Online Grocery Shopping Experience

Promoting and Advancing Petroleum Marketing, Retail Grocery, and Convenience Stores in West Virginia

Driving Local Business and Community Growth Across West Virginia

Our Purpose and Commitment

OMEGA is a West Virginia-based organization dedicated to supporting and advancing the business interests of the state’s petroleum marketing, retail grocery, and convenience store industries.

As a network of over 225 locally owned businesses, OMEGA actively promotes cooperation, advocates for favorable legislation, and provides education and resources to its members. With over 50,000 employees, OMEGA members significantly contribute to the state’s economy, generating more than 10% of all state taxes and supporting local communities through scholarships, charitable donations, and civic involvement.

OMEGA is committed to fostering industry growth while serving West Virginians with essential services like fuel, food, and convenience.

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Join a Community that Champions, Connects, and Elevates!

Your Essential Connection in West Virginia

OMEGA offers three types of membership: Convenience Store Members, Petroleum Marketer Members, and Grocer Members, all of which play a vital role in providing fuel, food, and essentials across West Virginia. As a liaison with state and national agencies, OMEGA works closely with organizations like NACS, PMAA, FMI, and the N.G.A. to advocate on behalf of its members.

We keep members informed through newsletters, legislative updates, an online resource hub, and educational seminars. Additional member benefits include access to the Encova Workers’ Compensation Discount Program and participation in our annual Trade Expo and fundraising efforts for children’s charities. OMEGA is here to support, advocate, and enhance the success of our industry members.

When food retailers want to see how their in-store experience compares to their competitor down the street, they sometimes call on “mystery shoppers.” Taking the lead from our members, FMI has teamed up with FitForCommerce, a boutique consultancy firm specializing in ecommerce and omnichannel retail.

By: Doug Baker, Vice President, Industry Relations - Private Brands, Technology, Food Marketing Institute <img src="https://www.fmi.org/images/default-source/blog-images/hanson-lu-sq5p00l7lxc-unsplash.tmb-large-350-.jpg?sfvrsn=8474556e_1" data-displaymode="Thumbnail" alt="Mystery Shopper" title="Mystery Shopper" style="float: right; margin-left: 10px;" />Forty-five years of consumers’ grocery shopping habits documented in our <a href="https://www.fmi.org/our-research/research-reports/u-s-grocery-shopper-trends">U.S. Grocery Shopper Trends</a> report shows that households have their own unique ways of meeting weekly food shopping needs. Some want a dazzling experience, others want convenience and many are dividing the task among members of the household. But, when it comes to grocery shopping online, what are consumers looking for?  According to the 2019 <a href="https://www.fmi.org/our-research/research-reports/u-s-grocery-shopper-trends">Trends</a> report, 21% of U.S. shoppers are regular online shoppers. Among online shoppers, many see value in online features like list building tools, easy returns, subscriptions services and integration with other online services. Which of these features are essential to the online grocery shopping experience? More importantly, how does a store’s online grocery shopping experience measure up to competitors?  When food retailers want to see how their in-store experience compares to their competitor down the street, they sometimes call on “mystery shoppers.” Taking the lead from our members, FMI has teamed up with <a href="https://www.fitforcommerce.com/">FitForCommerce</a>, a boutique consultancy firm specializing in ecommerce and omnichannel retail, on a project to benchmark the omnichannel grocery shopping experience using some of these same mystery-shopper tactics.  Based on what today’s digital shoppers typically expect, FitForCommerce developed a list of 175+ online, mobile and in-store criteria. Using this intel, they shopped 26 U.S. food retailer experiences and looked for insights into the combination of digital and omnichannel shopping features that make for a high-quality customer experience. The results of this research will be presented in an inaugural Grocery Omnichannel Index report that will give food retailers an idea of areas where they excel and where they can improve.  Initial findings reveal that food retailers rank high when it comes to delivering relevant content, however there is a significant opportunity to take the experience to the next level by ensuring that content is also shoppable. For example, grocers can offer the online shopper an opportunity to add ingredients directly to their order for purchase based on an online recipe.  The Grocery Omnichannel Index findings will be presented September 16 at <a href="https://groceryshop.com/">Groceryshop</a> during the session <a href="https://groceryshop.com/agenda/fmi">New Benchmarking Insights on the Omnichannel Roadmap to Success</a>. Attendees can also discuss the findings with FMI and FitForCommerce staff at the FitForCommerce booth #103 at <a href="https://groceryshop.com/">Groceryshop</a>. Full findings from the Index will be released soon after the presentation in Las Vegas.

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Supporting West Virginia Communities

OMEGA members play a vital role in West Virginia, supporting communities through substantial tax contributions and a wide-reaching presence across the state. With over 55% of the population living in border counties, our members are dedicated to serving both local and regional needs. Beyond business, we’re proud to give back, having contributed over $3.1 million to children’s charities since 2003, reflecting our commitment to making a positive difference.