Like other retailers, grocers need to take advantage of the leading marketing tools to maintain a competitive edge in grocery retail. With the help of innovative retail technology, some grocery stores are enhancing the in-store experience with convenient resources and personalized suggestions for shoppers. These strategies form a component of an integrated approach that modern retailers are using to streamline their store operations and take advantage of multiple commerce channels.
Seeing the light
Philips recently introduced an LED smart lighting system for merchants to use in conjunction with mobile apps and retail management software. According to redOrbit, the company added new features to the system to tailor it for grocery store use. The lighting system serves as a grid that can receive information from customers’ smartphones, including their location, in order to provide them with product information and guide them to the items they want to find in the store. Using an app, shoppers can plan their routes and look up information about products.
The system is an example of how customer convenience and retail intelligence go hand-in-hand. While providing shoppers with helpful information and guidance, the lights can collect information about customers’ shopping habits. This information can be added to data collected from eCommerce and other software to augment data analytics and drive better business decisions. Additionally, retailers can use the system to send targeted advertisements and deals to shoppers. Consumers appreciate personalized shopping suggestions, which are also more likely to result in sales.
The Philips LED system isn’t the only location-based service on the market. Using Apple’s iBeacon technology, retailers are able to interact with customers on their smartphones, providing deals and suggestions based on their location. These services can take into consideration broader factors, such as the region and weather, as well as more minute details, such as when a shopper lingers in the cereal aisle.
Enhancing the customer experience
It’s all about the shopping experience, according to Forbes magazine. The source emphasized the importance of improving the customer experience in order to drive loyalty and gain patrons through word-of-mouth recommendations and social media. With technology infiltrating industries everywhere, shoppers’ expectations for customer service and convenience have never been higher. Customers want ready access to information, streamlined shopping processes and consistency across channels and platforms. Therefore, stores are trying to provide similar resources to in-store consumers as they would enjoy online.
The more data that grocery retailers collect, the greater their opportunities for personalized marketing and retail intelligence insights. By consolidating information from diverse sources, including in-store technology and websites, grocers can identify ways to make their store operations more efficient and observe emerging customer trends. They can also use this data to fuel their loyalty programs, offering more personalized incentives and assessing the effectiveness of their initiatives.
According to Tech Page One, even small businesses are able to improve the effectiveness of their loyalty programs by analyzing greater amounts of customer information from point of sale transactions and other exchanges.
“Small businesses can leverage insights gleaned from analyzing big data to create effective, targeted loyalty programs right out of the gate, which helps alleviate pressure on their already limited resources,” Ashley Tate, content manager at BigDoor told the source.
This information enables them to offer the right incentives to people and identify the most effective platforms for engagement. For example, the source explained that many businesses are turning to mobile apps for their loyalty programs, noting that these resources offer opportunities to engage with customers in interactive and novel ways.
Overall, grocers can augment their store operations and online sales by implementing in-store retail technology that improves the customer experience.