The in-store experience for grocery shoppers is now dealing with many interim norms that will likely become a part of the new “normal.”
In-store technology will certainly play a role in this new norm and digital media will officially become the dominate method to communicate to customers both in-store and at home. While it is still early, and new shopping patterns are being developed during the current crisis will likely live on as we return to the a new “normal.” These new trends represent opportunities that independent retailers will be well positioned to take advantage of.
Some trends likely to continue: 1) Consumers will likely continue to increase the amount of “cooking at home.” They will look for resources that “inspire” their creativity and support their need for variety, freshness, nutrition, and other dietary needs. 2) Consumers will look to avoid big crowds. Independent grocers generally provide a “grocery only” experience. This will become their advantage going forward, but in doing so Independent retailers must “trust” the data to provide for the actual needs of their customers. 3) Consumers will mitigate risk by limiting their opportunities for exposure, therefore in-store experiences/trips will likely be less numerous with pantry loading becoming more “normal.” Retailers need to maximize this opportunity by trusting the data to drive selection and using Digital Media to drive consumption. 4) Digital Media will dominate in helping consumers decide where, when and how they shop. Retailers MUST develop digital strategies that clearly and seamlessly communicate to their consumers their point of difference. Digital Branding will become a new standard!!!! And finally, 5) Value…Currently value has taken a back seat to supply, but that will change as the economy starts the slow churn to recovery. Digital value capabilities will be a driver. Consumers like deals, but like deals more when they are easy to access. Consumer Package Goods companies will be looking to rebuild, Private Label will continue to grow and the need to present a value-driven personalized manner in an easy, customer specific manner will become the new “norm”.
The new “normal” still remains largely undefined, but many Independent Grocers already have the digital media tools in place to communicate directly to consumers and help create the new norm. With e-commerce on the rise, in-store experiences must become differentiating experiences. The need for information from the consumer will only grow…using Digital Media and other technology to limit direct in-store contact to communicate those differentiating messages will become a basis for success in the New “normal.”
by John Thompson, CEO, ShoptoCook, LLC