Shoppers crave convenience, personalization, and alignment with their values, which means independent grocers are under more pressure than ever. Larger chains often dominate marketing channels—weekly circulars, eye-catching in‑store displays, compelling digital offers.
Today’s consumers expect that same level of engagement from their local stores, too. But with limited resources, executing a polished omnichannel marketing strategy can feel out of reach. That’s where UNFI Retail Marketing steps in—as a one‑stop shop to help independent grocers compete on marketing sophistication.
Traditional Marketing: Bringing Print Back to Life
UNFI supports retailers with traditional marketing tools that make a tangible difference in drawing customers through the door:
Weekly circulars and promotion planning: Through creative design, print production, and distribution, UNFI delivers over 14 million circulars weekly, placing retailers’ messages directly into shopper hands. This consistent presence helps instill brand recall and loyalty.
- Direct‑to‑shopper campaigns: Whether it’s new‑mover mailers (in English and Spanish), coupon mailers, or $ave coupon books, UNFI manages media planning across radio, print, and outdoor channels. Consumer research backs their ability to boost awareness and traffic.
- In‑store marketing: POP signage, shelf talkers, gift card promotions, and even instore audio broadcasting help grocers amplify offerings directly at the point of decision. The result? Up to 30% lift in specific category sales when executed well
- These traditional channels remain vital: print appeals to older demographics and the grocery store itself—where attention is highest. UNFI’s design-to-delivery model saves grocers time and ensures consistent, high-quality collateral.
Digital Marketing: Reaching Shoppers Where They Are
While print remains critical, digital touchpoints often drive repeat business and loyalty. UNFI offers:
- Websites, mobile apps & social media: They build online storefronts that reflect store brand and values, while managing digital ad campaigns across platforms: social ads, email blasts, and more. Their Digital Media Network even enables hyper-targeted ads and content to drive footfall and basket size.
- Email, digital coupons & loyalty: Through partnerships with AppCard and Givex, UNFI enables loyalty program integration and personalized email coupons. They assist in designing, segmenting, and delivering campaigns through kiosks, apps, and email. This data-driven approach encourages repeat visits and basket growth.
- Online grocery marketplace solutions: Recognizing the rise of delivery, UNFI connects retailers with Instacart, eGrowcery, and Freshop. These turn-key platforms allow grocers to launch online ordering fast and efficiently, without building tech in-house.
Combining loyalty programs with geotargeted ad campaigns ensures that a shopper who sees a digital coupon is later reminded via email or app—impacting behaviour long after they leave the store.
The Omnichannel Effect: Bridging Physical & Digital
UNFI doesn’t stop at separate marketing channels—they bridge them. A circular might advertise a digital coupon, which gets downloaded via email and triggered at checkout. Instore signage supports items highlighted in that week’s app notification. Even the online grocery marketplace can promote a brand that’s also featured in-mall.
Plus, grassroots direct-mail campaigns to new movers, in-store displays, and cross-channel messaging ensure independent grocers punch well above their weight compared to larger chains with bigger budgets.
An independent grocer in a midsize town leveraged UNFI for:
- A print circular campaign tied to digital coupons and in-store signage.
- Social media ads driving app downloads.
- Instacart integration, prompting a 15% rise in online orders.
Within three months, foot traffic increased 8%, and basket size grew 12%. The shopper engagement loop—from print to digital to in-store—boosted loyalty effectively.
Another grocer piloting UNFI’s email loyalty approach saw a 20% increase in redemption rates and 5‑point gain in repeat customer visits. With targeted offers and tailored communications, they successfully shifted customers from spontaneous purchases to loyal habits.
Should You Partner with UNFI?
Grocery retail is increasingly competitive. UNFI’s integrated approach gives independent operators the tools of big chains while retaining local flavor. Leverage their expertise to build meaningful connections, drive sales—and win your way with modern marketing.
