Independent grocers must aim to add greater value to customer visits.
A grocer's business goal is to offer shoppers a wide selection of goods to increase the opportunity to meet customer demands. Small grocers with limited retail space are constantly faced with the challenge of efficiently using their square footage to showcase an assortment of food items and household supplies. With the heavy competition posed by large chain store grocers, small grocers must become more proactive when marketing to customers.
Samples and Tastings
Customers appreciate the opportunity to participate in in-store tastings. This can be as simple or as elaborate as you like. The space required for displaying product samples and providing food tastings is minimal, but can translate into encouraging customers to try new products or old products prepared with a twist.
Family Menu Help
For many households, the question "what's for dinner?" is a daily refrain. It's a challenge to keep daily menus from becoming boring. Small grocers looking for ways to further engage customers can host a weekly presentation--preferably around the dinner-time rush--that provides customers an opportunity to take a peak at innovative ideas for dinner. When possible, place products used in the preparation near the presentation area. Combine the family menu help presentation with the tasting concept.
Discount Programs
Discount or loyalty programs are not just for large grocers. Small grocers may not be able to avoid creating incentives for the growing discounters culture. Customers have become increasing conditioned to the customer loyalty programs within retail sectors. While many grocers use cards, a less-expensive options is to allow a customer to register and create a unique personal-identification number that can be entered in a number key-pad while checking out. The information gathered regarding customer purchasing are used to market further discounts based on targeted interests.
Contests
As families grapple with higher costs for necessities, contests that offer the opportunity to win $100, $250 or $500 worth of groceries becomes an attractive incentive to submit an entry. These types of initiatives create good-will among customers. It's a way to capture customer contact information for use in future marketing campaigns.
Online Shopping
Some shoppers will pay the transportation costs for the convenience that online grocery shopping provides. Grocers offering this service generally require a minimum order amount and place a limit on the delivery distance. Encourage online shopping by running exclusive specials on certain merchandise when purchased in bulk quantities, such as dried and canned goods. The online shopping option may be of particular interest to elderly shoppers. Marketing directed to local assisted-living communities can be effective for this type of initiative.
Tags: grocers must, loyalty programs, online shopping, Small grocers