As Amazon enters the online grocery market it looks like this could finally be a significant shift in the way Americans buy groceries. Traditional supermarkets, already getting squeezed between the discounters and mass merchandisers, perhaps have the most to lose. Recent consumer research (see our downloads section) shows there is some hope; the major advantages of in-store shopping are the ability to select your own meats / produce and inspiration gained by walking the store. Supermarkets need to emphasize their fresh offering now, more than ever. And if you can’t beat them, join them. The research shows that consumers would be significantly more likely to buy groceries from a grocer they already shop in-store at.