As demand for both safety and convenience revolutionizes the end-to-end supermarket and grocery experience, legacy brands and retailers are transforming their businesses to meet changing expectations, while startups and solution providers are enabling purchase experiences for the digital-first consumer. An accelerated rate of tech adoption has collapsed years of innovation into months, and within the grocery sector this has created a need for mobile-first, digitally optimized experiences, services and operations. For consumers, this translates to personalized on and offline grocery recommendations, scan-and-go capabilities, contactless payment solutions and on-demand fulfillment services.
As retailers prioritize agile operations and adopt new strategies to better meet consumer expectations, emerging business models are placing added value that goes beyond the transaction at the center of the shopper experience. This research paper presents how retailers are optimizing brand engagement, business operations and customer experience to better immerse and serve consumers throughout their entire shopper journey.
Published August 2020
Retailers and brands are rewarding their loyalty program members for a range of actions beyond making a purchase, encouraging ongoing engagement and advocacy at every touchpoint. Leveraging data collected through their loyalty programs, brands are moving away from purely transactional offers or difficult points-based systems toward recommendation-laden options that encourage customers to make repeat purchases and nurture long-term brand loyalty. This can look like creating a mobile app payment ecosystem that provides personalized discounts, as well as offering smaller rewards more frequently to spur ongoing engagement.Membership Offerings
Now that consumers can easily search for a lower price elsewhere, loyalty program members are driven less by the promise of discounts and more by a desire to feel like insiders. Brands and retailers are looking beyond loyalty points and rewarding members with connected services and support, as well as experiences like early access to new products and one-of-a-kind events that invite them into the world of the brand, creating an emotional connection.Real Time Inventory
Advancing the merchandising process by implementing next-gen technologies that allow for accurate real-time inventory, staffing, distribution and delivery adjustments as well as consumer behavior data to stock the right product at the right place and time. This includes leveraging purchase and in-store behavioral data to make quick pivots or anticipate shifts and be the first to market with new products that meet emerging needs.Educational Content
Consumers want to know that they’re buying the best and can get the most out of their product when they bring it home. To meet these expectations, brands are investing more in positioning themselves as category experts. Whether through one-to-one consults, group classes or post-purchase support, these service initiatives are designed to boost customer confidence in their product experience.