how food retailers are engaging shoppers with digital
Post on 21-Oct-2014
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Customers are rebalancing their grocery shopping to do more online but are not abandoning the store and this is creating a need for food retailers to offer more digital connections.TRANSCRIPT
How Food Retailers are Engaging Shoppers with Digital
Presented byBill Bishop
August 20, 2013
What We Believe
Customers are rebalancing their shopping to do more
online but not abandon the store and this is creating a
need for retailers to offer more digital connections.
About the Surveys
45,000 Shoppers
10 Retail Banners
Top On Shopper Wish List
“Time your digital circular to let me get the value.”
“Save me some planning time.”
Make it quicker to find items in the store.
Three Key Questions
Why you need strong digital relationships?
Where else do your customers search?
How can you help customers plan their shopping?
Shop This Store
Going Online
80%
53%
15%
18%
5%
29%
“There is a Gap”How likely are shoppers to recommend
(% of Total Shoppers)
Promoter Passive Detractor
WHY YOU NEED STRONG DIGITAL RELATIONSHIPS
WHY YOU NEED STRONG DIGITAL RELATIONSHIPS
NEXT STEPS
Get your customers’ reactions
Identify and fix vulnerabilities
Take advantage of competitors’ vulnerabilities
Are Shoppers Engaging?
What you can do:
• Find out what your shoppers want, but isn’t
available on your site.
• Ensure the site is mobile friendly.
• Look for partnerships.
WHERE ELSE DO YOUR CUSTOMERS SEARCH
WHERE ELSE DO YOUR CUSTOMERS SEARCH
NEXT STEPS
Find out more about why
Decide if you want to provide it
Look for partnerships
Are Shoppers Engaging?
Minimum Average Maximum0%
20%
40%
60%
80%
100%
33%
74%92%
Email(% of Shoppers Receiving Emails
from the Retailer)
What you can do:
• Make sure your emails are mobile friendly.
• Find ways to increase open rates.
• Be sure that the timing of your emails is right
for your customers.
Are Shoppers Engaging?
What you can do:
• Use it for feedback if you’re ready to act on
the feedback.
• Alert shoppers to events and promotions.
• Make it an integral part of your customer
service.
Go to websites
Plan a menu
Clip coupons
Check the pantry
Look at circulars
18%
23%
49%
59%
70%
Go Beyond the CircularPlanning Activities
(% of Shoppers)
HOW CAN YOU HELP CUSTOMERS PLAN THEIR SHOPPING
HOW CAN YOU HELP CUSTOMERS PLAN THEIR SHOPPING
NEXT STEPS
Start to think like an online retailer
Make it easier to build lists
Highlight promotions on what they buy
Are Shoppers Engaging?
Minimum Average Maximum0%
2%
4%
6%
8%
10%
12%
14%
8%
11%13%
Some Buy Groceries Online(% of Shoppers Buying Online in
the Past 30 days)
Online Retailers Where Produce is the Lead
What you can do:
• Put more emphasis on requests for items.
• Determine if there are services available to offer your
customers online ordering.
• Evaluate offering your own online ordering service for
stop pickup.
Keep Up with What’s Happening
You can turn to Brick Meets Click to always get clear, commercial-free
guidance on how digital is impacting the shopping experience and what
you can do to build your business.
Bill Bishop
Chief Architect
Brick Meets Click [email protected]
www.brickmeetsclick.com