How to Implement an Omnichannel Grocery Strategy Without a Big Retailer Budget
It all began as a marketing buzzword.
In the early 2010s, “omnichannel” was talked about in retail circles almost reverentially as the next big thing—a futuristic approach to meeting customers wherever they shopped, whether in-store, online, or on their phones.
Fast forward to little more than a decade later, and omnichannel is far more than a buzzword. It’s become an expectation.
Consumers have quickly grown accustomed to the convenience of online shopping, and they’ve come to expect the “anytime, anywhere” eCommerce experience to be seamlessly integrated across both online and offline channels.
Omnichannel Challenges for Grocery Retailers
Grocery retailers are well aware of this expectation because, for many, it represents a struggle.
The challenge for grocers is two-fold:
- Grocery stores are competing for market share with large retailers like Walmart, who leverage their deep pockets to enhance omnichannel strategies, offering a level of connected convenience to both in-store and online grocery shoppers that’s hard to match.
- Grocery stores have traditionally built their value propositions around high-touch, personalized in-store service that doesn’t easily translate to digital platforms. As a result, many grocers find it difficult to adapt an inherently hands-on service model to meet the omnichannel demands of today’s consumer.
Yet, despite these challenges, there is a path forward. By embracing the right technology, grocers can blend their traditional strengths with the digital convenience today’s customers expect.
This is where contextualized commerce comes in — a strategy that empowers grocers of all sizes to offer a seamless, integrated shopping experience, leveling the playing field and allowing them to compete with even the world’s biggest retailer.
The Role of Contextualized Commerce
Contextualized commerce bridges the gap between the digital and physical retail worlds, allowing grocers to provide the kind of personalized, high-touch service that sets them apart.
It leverages first-party data, operational insights, and advanced personalization to create a unified shopping experience — from the moment customers first engage with your brand to when they complete their purchase, whether online or in-store.
By integrating data-driven insights with traditional grocery values, contextualized commerce enables grocers to extend their in-store service to digital platforms, enhancing both value and convenience for their customers. This approach allows grocers to maintain the personal touch that—for decades—has defined their approach to customer service while adopting the omnichannel capabilities that modern consumers have come to expect.
The end result is a level of customer engagement that big retailers, for once, aren’t equipped to match.
Contextualized Commerce is the Omnichannel Equalizer
Contextualized commerce represents more than just a technological upgrade; it’s an omnichannel strategy that aligns perfectly with the needs of today’s grocery shoppers.
By seamlessly integrating digital and physical experiences, contextualized commerce creates a cohesive and consistent journey for customers, whether they’re browsing from their phones, shopping online, or visiting physical stores.
This approach not only meets the modern consumer’s expectations for convenience but also helps grocers build stronger, more personalized relationships with their customers at every touchpoint.
Contextualized commerce transforms every interaction into an opportunity to engage, retain, and delight—turning the challenges of omnichannel into competitive advantages.
Competing with Big Retailer Budgets
At first glance, the very idea of an omnichannel approach that matches, let alone surpasses, big retailers might seem like an impossible reach to regional grocers.
A retailer like Walmart has the resources to continuously optimize and expand their omnichannel efforts. They invest heavily in the latest technologies to streamline the shopping experience and communicate their value proposition to a broad audience. We see this, most recently, in the retailer’s ongoing efforts to boost its delivery services by including deep delivery discounts for customers signing up for annual membership plans.
Contextualized commerce, however, levels the playing field by maximizing a grocer’s ability to leverage first-party data and automation. Through targeted and efficient use of data-driven insights, grocers can create personalized experiences that resonate with individual shoppers.
This means that rather than trying to outspend the extensive budgets of big retailers, grocers can focus on outsmarting them—using contextualized commerce to deliver highly targeted promotions, personalized offers, and tailored loyalty programs that engage customers on a deeper level.
By focusing on precision rather than scale, grocers can effectively compete in the omnichannel arena without breaking the bank.
Providing High-Touch Customer Service to Online Grocery Shoppers
What makes this strategy truly effective is that it leans into the inherent advantages of regional grocers—proximity, local products, and personalized customer service—in much the same way that larger retailers have used their own strengths—scale, marketing budgets, and technology investments—to dominate the market.
Contextualized commerce allows regional grocers to compete not by imitating, but by amplifying what they already do best. Grocers have long differentiated themselves through convenient locations, community connections, in-store expertise, and a level of customer care that large retailers often struggle to replicate.
However, bringing this hands-on approach to the omnichannel experience requires more than just a digital presence; it demands a strategic integration of technology and service.
This strategy turns the digital experience into an extension of the grocer’s core values, making the online journey as engaging and customer-centric as a visit to a local store.
Contextualized Commerce in Action
To this point, we’ve discussed contextual commerce as an omnichannel grocery strategy only in theory, but how does it work in practice?
Delivering on the promise of a seamless omnichannel experience means providing a unified, consistent journey that connects every touchpoint. This approach not only meets the expectations of grocery customers but also builds deeper customer loyalty by making every interaction feel relevant and personal, no matter how or where customers choose to shop.
Here’s how contextualized commerce brings omnichannel grocery shopping all together:
Customer Data Across Channels
Contextualized commerce isn’t possible without the collection and unification of valuable customer data from various channels. This data provides valuable insights into shopping behaviors and preferences, allowing grocery retailers to tailor their marketing and engagement strategies precisely.
For instance, if a regular customer buys cereal every two weeks, but alternates between online shopping and visiting physical locations, the unified data will reflect this and allow the grocer to make a relevant offer or recommendation every two weeks. Without the unification, these offers wouldn’t be timely, and the digital shopping experience becomes separate from what happens at the brick-and-mortar store.
By understanding customers on a deeper, unified level, grocers can create personalized experiences that resonate, strengthen customer loyalty and encourage grocery shoppers to make their regular purchase through their preferred shopping channels.
Personalization Across Channels
This is how contextualized commerce uses valuable customer data to power personalized experiences that resonate with each customer.
Every channel becomes an opportunity to engage customers in a way that feels tailored to them. Whether through targeted offers, customized circulars, or loyalty programs designed around individual preferences, it reaches the customer right where they are.
This level of personalization not only enhances the customer experience but also develops a sense of connection and loyalty that keeps shoppers coming back.
Fulfillment Across Channels
A seamless omnichannel grocery experience isn’t just about connecting touchpoints; it’s about giving grocers greater control over the entire customer journey, including fulfillment options that meet consumer needs.
As part of a contextualized commerce strategy, offering choices like in-store pickup, same-day delivery, and ship-from-store services not only enhances convenience but also personalizes the grocery shopping experience.
By integrating fulfillment into the overall strategy, grocers can ensure a connected, consistent experience that reflects their brand values at every step. This approach empowers grocery retailers to directly influence satisfaction of grocery customers, providing the control and flexibility that today’s shoppers expect.
Ultimately, it’s about using fulfillment not just as a logistical necessity, but as a critical component of the overall customer experience to build overall satisfaction and loyalty.
How Contextualized Commerce Enhances the Omnichannel Experience
While the seamless omnichannel shopping journey provided by contextualized commerce meets consumer expectations in obvious ways, it also works in ways that might not be immediately apparent. By managing and communicating real-time inventory levels effectively, grocers can gain a competitive edge that goes beyond the basics of convenience and personalization.In a recent episode of TopShelf Spotlight, Mark Fairhurst, Chief Growth Officer at Mercatus, spoke with David Bishop, Partner at Brick Meets Click, about the influence of inventory visibility on the grocery shopping experience.
During their chat, David highlighted how real-time inventory updates via mobile apps can drive customers to shop in-store, using himself as an example. Shoppers like David turn to their grocery apps to check stock levels to ensure that their desired items are available before making the trip.
This kind of omnichannel interaction showcases the power of contextualized commerce in driving both offline and online grocery sales.
This simple yet powerful feature can drive store visits, enhance customer satisfaction, and reduce the frustration of wasted trips. It’s a prime example of how a seamless omnichannel experience, powered by contextualized commerce, goes beyond convenience to meet customer expectations in unexpected and highly impactful ways.
Mercatus: Empowering Grocers of All Sizes
For grocers looking to implement contextualized commerce and truly bring their omnichannel strategy to life, AisleOne from Mercatus is the solution.
AisleOne is designed to help grocers of all sizes deliver the kind of seamless, personalized shopping experience that consumers now expect, without the need for the massive budgets of large retailers.
It seamlessly integrates all of your customer data and provides you with the capability to launch personalized campaigns that reach every single one of your unique customers on a personal level — delivering the right message with the right offer at the right time.
Leveling the Playing Field
While large retailers invest heavily in tech and marketing, AisleOne enables regional grocers to cost-effectively compete by amplifying their inherent strengths while integrating easily into a grocer’s existing operations without complex coding or development.
Bringing In-Store Service to the Online Grocery Shopping Experience
AisleOne not only replicates the high-touch service of a regional grocer online, it creates a unique advantage: offering customers an experience that large retailers can’t match.
AisleOne extends high-quality customer service, personalized offers, and attentive care into the online experience, ensuring the same high standards digitally as in-store. The platform mirrors the in-store persona with personal shopper roles and streamlined communication, maintaining consistency and high service levels across all interactions.
Ready to Increase Online Grocery Sales?
With its cost-effectiveness, ease of integration, and substantial ROI, AisleOne is the only contextualized customer engagement solution available to meet the current challenges facing grocers.
AisleOne can help you win back your market share from larger retailers by exceeding customer expectations with a seamless omnichannel grocery experience. To discover how, reach out to our sales team today.
