The other day I saw a friend’s Facebook post. It said:
It wasn’t enough to just end the sentence with a little black dot. She had to emphasize it. PERIOD. Nothing more to say. 100% absolute.
She garnered a bunch of likes, hearts, and comments. The consensus basically was, grocery shopping seems to have become a chore that is about as much fun as regrouting the kitchen floor. But somebody’s gotta do it.
Pssst….hey, Grocers!
Here’s a secret. This is actually GOOD news for you.
If you want to take the shoppers you already have and keep them coming back to your store (and even give them reasons to buy MORE) then you should take the time to understand them. I want to help you get them connected to your information faster and then go one step further by offering them incentives they can’t get from other stores.
I’ve compiled some real shoppers’ comments along with solutions to help overcome their pain points.
Cindy Circular
I hate all the junk in my mailbox. It just becomes recycling. If I can’t find it online, forget it!
So many grocers are throwing money at print, with no way to measure the success of their efforts. ROI isn’t just about creating new revenue, it’s cutting costs and freeing up money that doesn’t need to be spent.
Digital circulars can drastically cut costs. They are easily distributed directly to your client’s hands through your website, email and your social media channels. The best news is, it’s all measurable and can teach you a lot about your shoppers. There are plenty of lower cost options that can either be a substitute or an addition to print circulars. These methods really connect with shoppers.
I don’t want you to become Cindy’s junk in her mailbox. Cindy taps or swipes her phone 5,427 times a day. So, I’m just saying, maybe the best place to offer her big promotions is where she’s already hanging out!
Ralph Rage
Confession: I actually get grocery aisle road rage. That lady pushing her cart down the center of the aisle at the pace of a snail? I want to yell, “Move it, Lady!” and offer her a Red Bull or something. I don’t have time for that.
Help Ralph. He works hard, he’s tired, and he doesn’t want to be at the grocery store after a long day. Give him an opportunity to shop outside the walls of your store. eCommerce is taking over the marketplace, and as much as you might want to lock the doors of Walmart or unplug Amazon–you can’t. You can only control what YOU are doing. So, what are you doing?
Customers appreciate how eCommerce tools curate products for them. These tools can recommend products based on previous purchases, suggest recipes, produce shopping lists and share promotions all in one location. Tired customers like Ralph appreciate the options for pick-up service or home delivery. They’re often even willing to pay more for it.
Not quite ready to jump into full eCommerce? That’s okay. Consider just testing the waters by offering gift purchases available only online. Shoppers could visit your website for great gift baskets and specialty items that are offered exclusively through a small eCommerce channel.
The point is, do something to move in the direction of the current online shopping trends before Ralph takes out an old lady in aisle 6.
Lucy Loyalty
Does anybody actually care about the customer anymore?
Lucy’s asking you a question. Do you care about her? Because she can sense whether you do or you don’t and may make decisions on where to shop based on those conclusions. Why leave her guessing. Connect with Lucy in a more personal way.
Email options allow you to personally invite customers into your store for something specific they might enjoy.
Excellent loyalty programs offer ways to thank your best customers for their business in a way that brings them back to your store again and again. When they do come back, look for ways to thank them again.
Social media engagement encourages customers to share you with their friends, respond to your events, and communicate with you in a simple way. When you quickly respond to questions and comments, they know you care about them as people.
Let Lucy know you are as loyal to her as you hope she is to you.
SUMMARY:
Listen, all of your focus has to be on attracting customers into your store, keeping them there, selling them something (or lots of somethings), inviting them to come back and marketing to them after they leave. Believe me, if you make even a few small adjustments, you can get incredible results.
*Names have been changed to protect tired, weary, and cranky shoppers.