By adopting a digitally driven, direct-to-consumer model, shipping goods straight from factories and eliminating ‘brand tax’, the Brandless site is a store where all products cost $3 or less. But will the service offer enough of an incentive to tempt people away from their local supermarket?

Roughly half of Americans have stayed home to wait for a delivery, but with people busier than ever, this requirement is causing them to think twice before ordering online. Walmart is testing a new programme that sees couriers unloading groceries into customers' fridges, even if no one is home.

Everything Americans throw into their baskets and trolleys as they peruse the aisles of their local supermarket has built an industry that's worth over $600 billion. But who actually heads out to pick up the groceries and when they do it is changing. How are big chains and local mini-marts adapting?

Nearly 60% of purchasing decisions are made in-store, where – unlike online – products can be evaluated beyond visual stimuli. How does our sense of touch impact what we buy? Canvas8 spoke with Zachary Estes, associate professor of marketing at the University of Bocconi, to find out.