How Food Retailers are Engaging Shoppers with Digital

Presented byBill Bishop

August 20, 2013

What We Believe

Customers are rebalancing their shopping to do more

online but not abandon the store and this is creating a

need for retailers to offer more digital connections.

About the Surveys

45,000 Shoppers

10 Retail Banners

Top On Shopper Wish List

“Time your digital circular to let me get the value.”

“Save me some planning time.”

Make it quicker to find items in the store.

Three Key Questions

Why you need strong digital relationships?

Where else do your customers search?

How can you help customers plan their shopping?

Shop This Store

Going Online

80%

53%

15%

18%

5%

29%

“There is a Gap”How likely are shoppers to recommend

(% of Total Shoppers)

Promoter Passive Detractor

WHY YOU NEED STRONG DIGITAL RELATIONSHIPS

WHY YOU NEED STRONG DIGITAL RELATIONSHIPS

NEXT STEPS

Get your customers’ reactions

Identify and fix vulnerabilities

Take advantage of competitors’ vulnerabilities

Are Shoppers Engaging?

What you can do:

• Find out what your shoppers want, but isn’t

available on your site.

• Ensure the site is mobile friendly.

• Look for partnerships.

WHERE ELSE DO YOUR CUSTOMERS SEARCH

WHERE ELSE DO YOUR CUSTOMERS SEARCH

NEXT STEPS

Find out more about why

Decide if you want to provide it

Look for partnerships

Are Shoppers Engaging?

Minimum Average Maximum0%

20%

40%

60%

80%

100%

33%

74%92%

Email(% of Shoppers Receiving Emails

from the Retailer)

What you can do:

• Make sure your emails are mobile friendly.

• Find ways to increase open rates.

• Be sure that the timing of your emails is right

for your customers.

Are Shoppers Engaging?

What you can do:

• Use it for feedback if you’re ready to act on

the feedback.

• Alert shoppers to events and promotions.

• Make it an integral part of your customer

service.

Go to websites

Plan a menu

Clip coupons

Check the pantry

Look at circulars

18%

23%

49%

59%

70%

Go Beyond the CircularPlanning Activities

(% of Shoppers)

HOW CAN YOU HELP CUSTOMERS PLAN THEIR SHOPPING

HOW CAN YOU HELP CUSTOMERS PLAN THEIR SHOPPING

NEXT STEPS

Start to think like an online retailer

Make it easier to build lists

Highlight promotions on what they buy

Are Shoppers Engaging?

Minimum Average Maximum0%

2%

4%

6%

8%

10%

12%

14%

8%

11%13%

Some Buy Groceries Online(% of Shoppers Buying Online in

the Past 30 days)

Online Retailers Where Produce is the Lead

What you can do:

• Put more emphasis on requests for items.

• Determine if there are services available to offer your

customers online ordering.

• Evaluate offering your own online ordering service for

stop pickup.

Keep Up with What’s Happening

You can turn to Brick Meets Click to always get clear, commercial-free

guidance on how digital is impacting the shopping experience and what

you can do to build your business.

Bill Bishop

Chief Architect

Brick Meets Click Bill.bishop@brickmeetsclick.com

www.brickmeetsclick.com