In order to validate these research findings, I started by conducting a 98 person survey on Typeform to gather data on people ages 25-65 and living in Ontario who prefer to shop in-store.
Pain points revealed that people were not convinced that online grocery sites were a reliable source for fresh produce. People said that they've either had horrible experiences in the past or have heard bad things from other people.
Another recurring theme I found was that prefer to shop in-store because it's what they're used to. For the most part, we to stick to our own routines and not take chances by trying something in fear of disappointment.
LINK TO SURVEY HERE