The digital world is infiltrating all aspects of grocery stores and supermarkets. Whether that be blockchain allowing consumers to track food from farm to store or gathering customer data through a loyalty program to offer tailored promotions. It has now even taken over one of the oldest parts of a store, the shelf but more specifically its edge. Paper and vinyl tags will soon become a thing of the past. The days of printing shelf tags and replacing them anytime a price changes or a sale is implemented will soon be a distant memory. Not only will these digital shelf edges allow you to change prices instantly it will also allow customers to look at online reviews or ratings of any product at the shelf while shopping. How’s that for point of purchase marketing? There hasn’t been much implementation of digital or electronic shelf edges in the United States yet but the UK has shown much success with utilizing this technology and all the advantages it offers. There are two separate types of digital shelf technologies. One uses the whole…
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Show Them your Private…Labels
Over the past few years private labels sales have continued to trend upward. Many factors have contributed to this with one of the biggest drivers being that consumers are no longer staying loyal to established brands. Millennials have really shaken up the grocery industry by being more likely to purchase private label products over name brands. Also, the stigma that private label brands are lower quality or cheap is starting to disappear. Private label products have also started branching out from mainly focusing on commodity items. Now you can find superior products and even organic offerings. Consumer acceptance of private label has is at an all-time high. According to Nielsen research 65% of shoppers find them as good as name brand products and 43% consider private label quality better. So, with all of this to consider it would be highly important to have a strategy to take advantage of the private label brands in your store. Kroger has taken on this challenge with their private label Treasure EmporiYum. Having put together a brand strategy that merges center store, shelf signage…
Shelf Signage Sells More Product
If you want to drive up sales in your store, you have to disrupt your customers’ shopping routines and get their attention at the moment of decision. Studies estimate you have roughly 3 seconds to make an impact. The best way to take advantage of that small window of time is shelf signage! How do you get customers to try new products? How do you influence people to shop areas of the store they normally would not? Shelf signage is a good method because signs grab shoppers’ attention. Perpendicular placed signs break-up the monotony of the grocery aisle, which in turn breaks customers’ habitual buying patterns. If a customer sees a sign for a product they have never tried but would like to try, they’re more likely to put this item in their cart because the sign grabbed their attention and brought this item top of mind. If the sign had not been there, the customer would be more likely to pass by and not notice. Signs with pricing especially have stopping power because customers naturally compare prices of similar…
If you build it…you have to tell them about it
“If you build it, they will come.” That might have been true in “Field of Dreams” but it’s not always the case with social media profiles and other digital marketing platforms. Your customers may not realize that you have a Facebook page, Twitter profile or other digital marketing. So what can you do? The short answer is that you can tell your customers which platforms you have and where to find you. The long answer involves three things: in-store signage, cross-promotion and word-of-mouth marketing. In-Store Signage One of the best places to tell your customers about your digital presence is in the store. Remind them about your website or to follow you on social media while they are already there. Some might have a smart phone with them, so they can log in to their own Facebook or Twitter profile, and start following you right there on the spot! With social media, it’s important to remember to include what platforms you are on and where to find you. The best way to do this is to include the custom URL…
Customers won’t go if they don’t know about it.
Do you have a website? If so, how many of your customers know your domain name? You have lots of opportunities to let your customers know about your website, some not as typical as you would think. Many stores will put a websites domain name on a weekly ad then expect the customers curiosity to make them go look. Customers EXPECT stores to have websites; the question is why should they look? Do you post your ads on Tuesday afternoon even though the prices take effect on Wednesday? Let your customers know they can get a sneak peak of your ad before your competition, ON YOUR AD. Does your website have coupons, recipes, shopping lists or cooking tutorials? Tell them ON YOUR AD. Maybe even add a graphic of a computer screen with your domain name on the screen to get some visual attention. Ask us to make a QR code for your ad. If anything customers will ask “what’s that?” Examples: You say you don’t have an ad or share one with an ad group? We have ways to…
Your Store’s Branding
Birds do it. Bee’s do it. But what the heck does marketing have to do with it? Insects, birds, wind and even water are all vehicles for pollen, and they make cross-pollination possible. In nature, cross-pollination can produce stronger and more vigorous plants than those produced by self-pollinated plants. For example: butterflies need pollen for food and plants need butterflies to spread pollen, so each species has developed traits to aid in these goals. Plants that attract butterflies have developed very bright colors while butterflies have developed a strong sense of sight to see the colors. Without cross-pollination, this symbiotic relationship couldn’t be possible. Now think of your marketing strategy. What vehicles are you using to spread you marketing message to your customers? Website? Weekly print ads? Bag stuffers, text messages, email, Facebook or Twitter? When you try a new vehicle do you put it to the test with help from other vehicles or do you have a “sink or swim” philosophy? Our department has witnessed many times a key to a successful campaign is one that uses a cross-channel strategy to…