Is your grocery business still employing a one-size-fits-all approach to your customer base? If so, it’s leaving you at a significant disadvantage. That’s because today’s customers are looking for a personalized digital experience when they shop. They don’t want to be treated like everyone else. They want access to the products and promotional offers that matter most to them individually. As loyal customers, they want rewards they value. And when they find a retail experience that provides a personal touch, they stick with it. When they don’t, they’ll often do their shopping elsewhere.
According to Nielsen Co. research, more than one-third of American shoppers now choose their favorite grocery store based on one single factor: how much they like the company’s digital coupon/loyalty program. They’re looking for a program that is easy to enroll in, use in-store or for online orders and that offers both money-saving digital coupons and valuable rewards they value. When done well, loyalty programs can help drive more frequent shopper visits and higher levels of spending during each visit, according to Nielsen.
All age groups are seeking personalized digital experiences
According to the 2021 Shopper Behavior Study by Inmar Intelligence, 94% of Gen X shoppers (41-56 years of age) said personalized digital coupons and promotions were key reasons to join a store’s loyalty program. 86% of Baby Boomers (57-75 years old) felt the same. Accessing digital coupons and loyalty programs is widespread among all demographics. Shoppers of all ages and incomes prefer an easy-to-use grocery app that combines personalized money-saving offers and the ability to select from more than one type of reward — whether it be a gas discount, free grocery item or some other incentive — when they reach certain spending thresholds.
The best digital coupon/loyalty programs offer a high degree of personalization
Shoppers also want coupons for their favorite products and brands based on their unique spending patterns. According to Inmar data, shoppers prefer that coupons are automatically loaded to their store loyalty card for products they normally buy or items they may like to try. They want apps that make it easy to navigate, clip relevant offers and select pertinent rewards.
The right digital coupon and loyalty strategy can significantly increase sales
Inmar data also suggests that purchase decisions are often modified as a result of the incentives offered by a store’s app. Shoppers are more likely to try a new product, switch brands and/or purchase more items if the right digital offers are presented to them.
We can help your store offer an effective and personalized customer experience It’s absolutely critical to be able to offer your customers personalized marketing messages, digital coupons and other promotions based on their grocery shopping habits, frequency and basket size. At UNFI Professional Services, we offer grocery retailers the shopper analytic solutions they need so they can deliver and succeed in a highly competitive environment.
Our tools not only provide solutions customized to individual customers but one that helps grocers to identify shopper behavior shifts in real-time so they can respond quickly to changes in shopping habits. Offers are not only personalized but delivered in a way the customer prefers and targets all customers —those that shop in-store only, those who prefer online ordering and/or delivery and pickup and those who do a bit of both.
Wanting to create a loyal shopper base that will continue to shop at your store? Explore our Digital Coupons & Loyalty programs. Email us today at [email protected].
