Fresh food drives traffic, after all, and grocery retailers have long been the leaders in capturing shopping trips—with the average household making more than 90 trips a year, according to our team’s research.
But are marketers keeping up with demand from customers? What do grocery shoppers really want from fresh food retailers right now?
Here are our top insights into what shoppers want and some tips for marketers looking to convert loyal shoppers in 2018.
In CPG, the most impactful media spend and performance is built around relevancy.
Use these four targeting and content recommendations to keep your focus on relevancy:
It isn’t just about how the retailer wants to sell—it’s about how consumers want to buy. This is where online grocery shopping and curbside pickup come in.
For retailers wanting to win this online space, innovating and investing in user-friendly strategies is critical.
Brands must evolve their media mix to stay relevant as consumer behavior continues to change and more shopping is done online.
Deploying a sustainable presence and messaging to shoppers where they are consuming media is essential to ultimately winning loyalty and drives sales.
“At Oracle Data Cloud, we call this an ‘Always On’ digital media strategy, developed to support brands utilizing traditional marketing methods and further positioning them in the consideration set at all times,” said Blake Eisler, Client Solutions Director, Oracle Data Cloud. “Consumers now expect personalized experiences.”
Traditional grocery marketing advocates deploying event-based and ad-hoc digital marketing to support seasonal, promotional, or branding campaigns.
While this strategy drives short-term success and flashes in occasional customers, there is an increased importance on meeting the ever-changing need for the modern-day consumer to drive brand loyalty and repeat business.
“What I refer to as the ‘holy trinity’ and listening to the right data signals to optimize the program over time will drive a winning Always On program: audience optimization, media optimization, and creative optimization,” says Blake.