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In-Store Dietician

Consumers needs and trends at the grocery store are constantly changing and becoming more involved. It’s not enough to offer the lowest price or the best customer service anymore. Consumers now expect an experience even when shopping for their weekly groceries. What does this mean for a retailer? You need to offer something in your store that adds more value to your customers shopping trips. Health and wellness have been on the rise and is a driving factor in grocery purchasing decisions. How could a store both increase value to a customer’s trip while also being conscious of health and wellness? According to the Food Marketing Institute 80% of grocery chains have dieticians either at the corporate or in store level. For example, Hy-Vee and ShopRite’s have had in store dieticians for years. This offers an in-store experience while still promoting healthy lifestyles and eating. These stores were ahead of the game but now even independent grocers are starting to add retail dieticians to their workforce. Your first question is probably, “What does a retail dietician do?” That answer will…

Purpose: Stand Out in a Crowded Market

Millennial shoppers will soon be the biggest purchasing group in the United States and are estimated to spend $600 billion each year. So, what does this mean to you? The marketing landscape is changing and you will now need to focus on the needs of the millennial generation. What do millennials want in a company? In a recent study they found that 81% of millennials expect companies to make a public commitment to charitable causes and citizenship. Traditionally consumers just “wanted” companies to incorporate social good into their business model but have come to expect it in recent years. In fact, 90% of Americans say they are more likely to trust and stay loyal to stores that actively try and make a difference. Now more than ever it is important to portray and actively pursue a socially responsible image. Studies have also shown that 88% of consumers would buy a product with a social or environmental benefit and an astounding 84% would tell friends and family about the companies cause. Turning your customers into your personal marketeers. Along those same…

Is the Juice Worth the Squeeze?

At a recent marketing event, the speaker said something offhandedly that resonated with me. He asked, “with every marketing message and every channel, is the juice worth the squeeze?” Your customers are faced with hundreds, even thousands of messages in the form of texts, calls, ads, social media posts, etc. If you’re not standing out or struggling to get engagement from your marketing efforts, what can you do differently? Test different email subject lines and calls to action, try different kinds of social media posts or consider paying to boost your posts. Make an effort to improve what you’re doing to connect with your target audience. For some independent grocers, social media channels haven’t been worth the investment. For others, social has been a huge boost to their businesses. If it’s not working, try something new, then try again. Not seeing any improvement? Maybe the juice isn’t worth the squeeze and your audience would rather get texts or emails instead. Your weekly emails with a link to your circular might be doing well, but maybe your email with a special…

AMA - The Power to Imagine Better

The Power to Imagine Better

As you define your brand, are you pushing beyond the status quo to discover its full potential? What is your level of effort to connect with your customers? At Kansas City’s latest American Marketing Association luncheon Phil Bressler challenged us to answer these questions and then provided some thoughts and examples from other companies. Phil is a marketing/branding consultant and the founder and president of Latch – An Idea Company. Studies prove companies with creative marketing do better than those who consider marketing a low priority. I am a creative person. I have worked in graphic design in one way or another since my career began. However, I, among others run into barriers that get in the way of being creative. I find I have too much administrative work to do or too many deadlines that take priority. Other barriers people shared at the presentation include ideas becoming bottle necked somewhere else within the organization, no one to bounce ideas off of, lack of meaningful customer insight, lack of leadership support, and unproductive brainstorming sessions. One thing we do with…

Using Promo Codes to Grow Online Grocery

We’ve received mixed review about the success of promo codes in online shopping, so I wanted to learn more about what works, what doesn’t, and how we can improve marketing efforts with promo codes. I reached out to our partners at Rosie to see what their data can tell us. Alyssa Nappa, head of Shopper Marketing at Rosie wrote this blog post for us to share with you. Take it away, Alyssa! Incentivizing customers with promotional “coupon” codes is a proven strategy for growing your online grocery service. Whether your customer is placing their first order or their tenth order, promotional codes will entice them to return to your online store for their grocery needs. At Rosie, we encourage all of our retailer partners to offer promotional codes in their marketing materials, regardless if they are just launching their eCommerce service or have been live on the platform for several years. There are three popular types of promotion codes; a flat dollar amount off the total order, a percent off the total order, and a free pickup or free delivery.…

Book cover by Daniel Miyares

Creative Mornings Recap

The Power of Clear Intentions – Daniel Miyares Miyares works for Hallmark Cards during the day but he is also an award winning picture book author and illustrator. As Miyares accepted guidance from experts during the writing and illustrating of his first book, he realized a lot of decisions were made for him. He did not want to replicate that the next time. After his first book, he saw a lack of intention in his process and in his career goals. In his children’s books, he had to write them for the child; not for the consumer who may be the parent or grandparent or family friend. He asked himself the question, “What is going to relate to a child?” Not all his book reviews were favorable, but that did not stop him from creating for the young person the books are intended for. He knew he needed to have a clear intention about why he was doing what he was doing. In the grocery industry we can ask, “How can we relate to our customers? What do our customers…

Episode 9

We are back on the road at the VMC Show in Kansas City this month. If you weren’t there we did our best to recap some of what you missed. Linda Cosgrove breaks down StoreFront (1:26). Then Brian Stanley talks Cough & Cold and trends in US healthcare (10:46). Kevin Cleary tells us how to win with vitamins (19:40). Kimberly Dressler adds to the vitamin conversation (27:08). Ralph Koscheka brings another perspective on Cold & Flu (33:10). Mary McCaul discusses trends in oral care (39:13). Finally, Maurice Henry explains the Supermarket Lifecycle (45:32).  

Grocer Pod – Episode 7

After a short break we are back with a new name – Grocer Pod. The name may be new, but our mission is the same. This month we are talking email with David Cacioppo from emfluence (3:25). Then Marie Lewis stops by to talk food safety (14:16). Finally, Nicholas Segura and Ruby Montoya from Segura Marketing join me to discuss marketing to the Hispanic community (24:50).  

The Mindful Millennial and Cause Marketing

Two of the biggest challenges facing grocery retail in 2018 will be millennials and mindfulness. With unlimited technology literally sitting in most customers pockets, mindfulness is going to be one of the biggest trends in 2018. Pew Research Center has predicted that millennials will surpass baby boomers as the largest living adult generation in 2019. This is changing the landscape of how grocery stores market themselves and do business. Price and quality are very comparable nowadays and millennials look to support causes when they shop. Visibility into the practices of businesses is the clearest it has ever been, so customers (mainly millennials) are now holding stores and companies accountable socially and ethically. 80% of consumers believe that businesses must play a role in addressing societal issues. So what does this all mean for grocery stores?   Two words: Cause Marketing. What is cause marketing? Cause marketing is when a company partners with a charitable organization to address a social or environmental problem. 91% of Americans want more products to support causes. So what can you do? AWG has the partner…

Optimizing Omni-Channel Grocery Shopping

Marketing Communications Strategies for Independent Grocery Retailers If you’ve read my past blog posts or follow me on social media, you know I’ve been busy with graduate school for the past three years in addition to working at AWG. Good news: after a full year of researching, writing and finally defending, I have competed my thesis and graduated with my master’s degree from Mizzou! So what does this mean for you? I’ve condensed my 80-page thesis down to a quick summary of what I learned. The What The lovely title of this blog post is also the title of my thesis. In layman’s terms: I studied how independent grocery retailers (like AWG members) can successfully market and communicate their online grocery shopping offerings to their customers to secure sales online and in-stores. I did this through marketing email communications. The Why Besides the fact that I work at AWG each day and have a vested interest in helping our retailers, omni-channel grocery shopping (online and in-store shopping options) is constantly evolving and grabbing headlines in the news. For example: “By…