Solving In-Store Promo Discovery to Enhance Grocery Store Customer Experience

August 4, 2022
Solving In-Store Promo Discovery to Enhance Grocery Store Customer Experience

Choice overload and the grocery shopping experience

The average grocery store is over 48,000 square feet and contains over 30,000 items on its shelves, requiring shoppers to navigate an enormous number of choices in a single trip. These choices are mediated by grocery planograms and circulars that highlight relevant promotions, potential savings and seek to influence purchase decisions.

The rise of mobile phones – 90% of shoppers use their phones in-store – has created an opportunity to engage consumers and deliver a better shopping experience. Yet some of the same challenges that exist in the physical world persist in these mobile apps. While these apps are a great vehicle for aggregating promotions, helping users get rewarded for their everyday purchases, the presentation and discovery is generally limited to a long list view that requires scrolling through (oftentimes hundreds of) offers to find the right one.

For consumers and companies alike, this is a suboptimal experience, curbing the amount of promotional content that can be discovered. For shoppers, this impedes the discovery and redemption of cashback rewards or other savings ($ in their pockets), while for companies, this restricts their ability to deliver content and reward users ($ to their bottom line).

Feeling overwhelmed?
The choice architecture in place leads to decision fatigue at the grocery store – and ultimately lost sales revenue – as shoppers opt out of purchases altogether on a per trip basis.

It’s time to reimagine the future of promotion discovery for the benefit of consumers and brands.

By combining first-party data with exciting tech advancements and a customer base that is primed for next-generation shopping experiences, forward-thinking organizations can begin to deliver on the promise of truly personalized promotions – in other words, offering the right offer to the right customer, at the right time, via the right channel.

In-store and on-shelf, this problem is impossible to solve with current methods, so companies must leverage the powerful tech device that is already at their disposal – consumers’ mobile phones.

In the Store of the Future, Personalization is King

Now let’s imagine the grocery store of the not-so-distant future, where consumers use their mobile device to scan and capture grocery shelves on their mobile devices. Using ongoing advancements in computer vision, image recognition, and Machine Learning, products are automatically identified down to the UPC level, opening up exciting possibilities for personalized promotions and product discovery.

Nearly 60% of consumers report being comfortable using digital tools to help with food shopping – a figure that jumps to 71% for Millennials/Gen Z and 66% for Gen X.

Supermarket news

In this future vision, consumers automatically can turn their phone into a personal shopping assistant that helps them navigate the supermarket. The food shopping experience is elevated to the best of online shopping, surfacing relevant promotions and dietary or nutritional information, ratings and reviews, and other timely offers or recommendations based on where they are, past purchases, and preferences.

For brands and existing loyalty/promo applications that work hard to engage consumers closer to the purchase decision, this overcomes the inefficiencies of traditional promo methods, which are limited to print or relatively straightforward digital assets. Brand marketers now have a highly visual, creative and dynamic method to delight consumers, opening up the door to greater revenue, loyalty and life-time value.

Greater personalization, greater rewards, and happier, more engaged customers and users.

Making This Vision A Reality

The grocery landscape continues to rapidly evolve, and it’s essential for brands and disruptors to stay agile and responsive to changing consumer tastes and to keep close to tech and industry innovations that are poised to reimagine the store experience.

The COVID-19 pandemic helped transform the traditional path to purchase, accelerating the merging of the physical and digital world. As a result, the grocery ecosystem has been forced to meet consumer expectations for a more seamless, personalized omnichannel experience. Companies need to put their first-party data to work, testing and refining personalized experiences. By adopting a forward-thinking mindset, investing in data and data infrastructure, and focusing on extending or improving existing loyalty, promotions or revenue-generating programs, companies can unlock more engaged, delighted and loyal customers for the long-term.

Hungry for more insights around the future of in-store experiences? Get in touch to speak with an expert on our Commerce team or join us at Booth 127 during Groceryshop 2022, September 19th – 22nd in Las Vegas!

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