With the increase of grocery delivery services, online ordering, and e-commerce centric grocery offerings, the landscape of traditional brick-and-mortar grocery has changed.
The advent of omnichannel marketing has started to rise amongst big box and independent grocers alike. In fact, over the past five years, 91% of grocers have reported an increase in omnichannel expectations with their customer base.
According to recent studies, that way of thinking isn’t wrong. Online grocery sales are predicted to grow at a rate of 17.3% by 2022, capturing 5.2% of total grocery sales. You’ll want to make sure that your store doesn’t get left in the dark ages of digital.
Step 1 – Optimized Website
When it comes to online, having an optimized and easy to navigate website is vital. If your customers can’t find what they’re looking for in a matter of seconds, they’re going to get what they want somewhere else.
Step 2 – Personalized Promotions
Customers like to feel like they’re special, so you must treat them that way. Whether you’re sending out digital coupons via email, or special offers via postcard, you must target the right people looking for the right products.
Step 3 – Utilize Your Database
There are a variety of ways to collect and use customer data, such as loyalty programs, geofencing, display ads, email marketing, or purchased consumer lists. Don’t just collect data to collect it: make sure you have a plan to utilize it. A/B test new product promotions, target customers based on: where they live, how often they visit, what foods they typically get. Knowing what your customers want will help you meet their needs.
Step 4 – Reviews and Recipes
Studies show that people are more likely to try a product or company if it has positive reviews. Include a section on your website that encourages people to give their feedback: perhaps with an incentive such as a coupon or free item.
Another great way to grab customers is by offering exclusive recipes on your website with a shopping list feature. This attention to detail is an easy way for them to get everything they need in your store without having to go somewhere else.
Step 5 – Employee Engagement
No one likes being in the dark, especially your employees. If you’re running an exclusive online promotion, or have coupons that were recently sent out in a direct mail campaign, make sure they are aware of it. It’s an easy and cost-effective way to help spread the word to your customers.
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