I am never going grocery shopping again! Okay, so that’s probably an exaggeration, BUT, I have discovered Shipt, an at home-grocery deliver service. For an annual fee, I go online or use their app and they will deliver my groceries to my home! I’ve used the service for the past month, not stepping one foot in a grocery store. For a busy family like mine, this is life-changing when it comes to convenience. Often times we’re running to sports events all weekend long, leaving little time to head to the store.
I feel like I’m late to the game when it comes to online grocery shopping, however, according to GlobalData Analysis and Forecasts, online shopping is expected to be 5.5% of the US grocery market retail spend in 2019, It’s is expected to jump to 9.7% by 2022.
The shopper’s path to purchase is becoming increasingly automated. Here are 3 marketing tips to help catch your consumer’s attention:
Reach them outside the grocery store:
This is probably a real DUH moment, but shoppers are increasing NOT stepping into the store. This means that you can’t just rely on in-store shopper marketing strategies, as the shopper’s path to purchase has changed dramatically. And here’s another duh—since the purchase is happening online, digital marketing is a highly effective tool to reach a digital shopper.
Shoppers today know when they are being marketed. Engaging content is once again king! Content such as recipes, product videos, and contests give consumers opportunities to engage with your brand.
Make sure your packaging is RECOGNIZABLE
We talk a lot about packaging to stand out on the shelf and why it matters. The first time I ordered groceries online it was difficult to make sure the size/package was actually what type of product I was looking for. Yeah, I know, the description on is typically right below the image, but I, like more than half of all consumers, tend to rely on the packaging. Make it easier for consumers to find you.
Furthermore, make sure digital packaging files of your products are optimized. Don’t rely on a retailer to get the images.
Reward brand loyalty
One of the reasons my Shipt experience has been so great is the convenience of the app and repeat purchases. That’s right repeat purchases. We are creatures of habit, so I tend to buy the same products over and over, week after week. In less than 5 minutes and with one click I can get all my grocery shopping done. In this one-click digital age, it’s increasingly important for brands to encourage repeat purchases or reward loyalty. Loyalty clubs are excellent ways to reward loyal consumers and allows for engagement on a regular basis.
If you have any questions or would like to learn more about this topic, please reach out to the NewPoint team. If you are interested in more food marketing topics, please visit our Food for Thought page or check out NewPoint’s Patrick Nycz’s book: Moving Your Brand Up the Food Chain.