Designing experiences with the customer in mind
According to recent Publicis Sapient/Adobe research on data maturity in retail, only 40 percent of respondents said they were leveraging data across channels to create a 360-view of the customer. By eliminating information silos and creating a more holistic view of the shopper journey, grocers can invest in developing the right technologies needed to provide more than just convenience.
“Once you begin to get visibility into shopping behaviors, patterns and preferences, you can do a lot of things right,” Hubbard said. “You can begin to proactively anticipate what goes on the shopping list and begin to simplify that experience. You can begin to recommend subscribe-and-save options for items bought frequently, or start recommending recipes that would inspire creative cooking and reduce waste because you’re not throwing things out.”
Leading in grocery by reducing complexity
Millennial and Gen Z shoppers are dominating the grocery market – and doing so more digitally. Statista research shows that around 45 percent of Gen Z and Millennial shoppers primarily used online grocery services in 2019 – up from 43 percent in 2018. Integrating online and offline channels requires meeting a growing need for convenience that makes shopping more enjoyable.
Successful customer-obsessed grocery experiences follow the four LEAD principles of design -- light, ethical, accessible and dataful. When combined, these four principles help grocers think about the customer experience from all angles. For modern grocers, this means focusing on reducing complexity, with innovations like:
- Clean, easy-to-navigate e-commerce experiences, with the ability for customers to set preferences and receive personalized suggestions, curated offers, loyalty programs perks and discounts based on needs and shopping history.
- Integrated mobile experiences within the physical store, allowing shoppers to better navigate physical locations, learn about new products on the store shelves and customize checkout experiences at point-of-sale.
- More transparency into the supply chain, with education around pickers and services aimed to build consumer trust.
Transformation in action: Walmart Canada recently reimagined their physical presence while reducing complexity with its Supercentre concept. The store features a dedicated Fast Lane option, which allows shoppers to seamlessly scan items on store shelves and process items at checkout using their My Walmart mobile app.
Walmart’s mobile app also allows shoppers to tap into personalized discounts, build shopping lists and personalize delivery pick up times –connecting the shopping experience across channels, while reducing time and friction with in-store. In 2016, Walmart saw a 98 percent increase in mobile orders and a 20 percent increase in conversions with this improved mobile experience.