FILMLOC - Executive Roundtable: Q2 2024

5 Ways Grocers Can Differentiate and Drive Revenue in the 2H 2024

Alex Tavera, Head of Strategy, Annex Cloud

Grocery retailers have their work cut out for them given continual increases in competition and costs. But there are shopper-focused ways to stand out, gain market share and drive growth—and loyalty programs can fuel these opportunities.

Here are five strategies that can help grocers taste success throughout the remainder of this year.

Personalize offers based on behavioral segments—According to Deloitte, 87% of grocery retailer executives said marketing will become hyper-personalized, shifting from selling to the average consumer to a more individualized approach. For example, customize offers for shoppers who buy fresh produce versus fresh meat versus dry or frozen foods. These can be loyalty related or gated for loyalty members. Leverage push or wallet notifications to send offers and integrate them into the shopping experience.
Focus on convenience—Shoppers value speed, ease and flexibility. Look for ways to expand delivery services and make checkout and payment easier. Consider adding a paid membership that delivers extra value and benefits that simplify tasks such as recipe and meal planning, grocery lists or personal shopping.
Leverage the value of partnerships—Extend beyond groceries with partnerships that allow you to provide value throughout your shoppers’ daily lifestyle—for example, travel perks, streaming discounts, etc. Not only does this give grocers more reasons to communicate with loyalty members, but it also provides opportunities to monetize the loyalty program. For example, Walmart+ and Expedia.
Expand owned brands—Expanding the assortment and increasing loyalty offers for owned brands maximizes grocer margins.
Lean into in-store member events—Value comes in many forms. Consider offering classes or expert workshops on beauty, cooking, even health and wellness—an increasing priority for both older and younger generations.

It’s time for grocery retailers to spice up their growth strategies and end 2024 strong, and loyalty programs can be an essential ingredient.

This study was conducted in Fall 2023 as the fourth annual installment of a grocery ecommerce study that Ipsos has conducted since 2020. This study was designed to differentiate between three different fulfillment methods of obtaining grocery orders: In-Store Pick-up, Curbside Pickup and Delivery.

The approach was 2-pronged:

Step 1: Ipsos conducted a 7-minute survey of 1,200 Americans to understand which elements of grocery pick-up and delivery are most important to consumers. The survey was conducted October 25, 2023. A Key Drivers Analysis was conducted to identify the top drivers of “Likelihood to Use Brand Again for grocery ecommerce” using Ipsos’ proprietary Ipsos Bayes Net (IBN) modelling technique.
Step 2: Ipsos then deployed their panel of trained mystery shoppers to measure brand performance across a specific set of elements related to grocery pick-up and delivery. Roughly 33 mystery shops per method (In-store Pick-up, Curbside Pick-up, Home Delivery) were conducted for each qualifying retailer. Retailers were only shopped for methods they offered, so in some cases sample was redistributed appropriately across offered methods. Geographic representation was ensured across 4 regions (West, Midwest, Northeast, South). Mystery shops were fielded between October 23 – November 17, 2023. The relative importance of each service element ascertained from Step 1 was applied as a weighting factor to the Mystery Shopping results.

For a full copy of the results or to participate in Ipsos’ next ecommerce study (coming Fall 2024), contact Silvana Daehn at silvana.daehn@ipsos.com.

At Ipsos Channel Performance, we partner with our clients to understand their shoppers and how they shop. We measure the execution of brand promises. We drive compliance and sales conversion. We improve performance across all sales and service channels – physical, contact center, and digital – and help deliver profitable growth. Learn more.

Contact: Silvana Daehn

Email: silvana.daehn@ipsos.com.

07/14/2024 20:58:06

Say Goodbye to Label Scraping: Embrace Reusable Label Holders

Dr. Shirl Handly, President, FILMLOC

Removing stubborn labels from reusable containers and warehouse shelves is a job that frustrates and leads many employees to claim that they were still scraping labels in their sleep! New labels plastered on top of old labels that have not been completely removed often results in the wrong label being read. This can lead to mis-shipments, fulfillment issues, inventory errors and ultimately, unhappy customers.

The residue and partial labels left behind from attempted scraping/cleaning may seem like a small thing but small costs add up. The sticky label mess left on your reusable totes, containers and warehouse shelving can adversely affect your scanning, delivery, inventory management, order fulfillment and cost you $$$. And it just looks bad and dirty.

Label holders, especially in the food handling/grocery industry, need to stand up to extensive cleaning and sanitizing between shipments without any surface or adhesive change even when repeatedly put through a Tote Washer.

A major supermarket chain in the Midwest with over 250 locations solved their labeling and label scraping woes by using INTELLI-PLAC® X2 Reusable Label Holders not only on their entire fleet of distribution center to store containers but also on their insulated customer delivery totes. INTELLI-PLAC’s patented, silicone-free embossed surface works well to prevent industrial grade labels from falling off or slipping during storage or shipping. In the end, not only did they save money on labor required to scrape off labels prior to reuse of the totes/containers but also because the label holders could be reused so many times. Tested by over 500 runs through a Hobart Tote Washer, the label holders still performed like they did the day they were first put on the totes.

An added bonus of INTELLI-PLAC® label holders is that they are sustainable. Unlike other label holders, INTELLI-PLAC® contains no silicone or other chemical coating. So when your HDPE or PP containers/totes have seen their last day, the label holder can be recycled right on the tote.

The approach was 2-pronged:

Step 1: Ipsos conducted a 7-minute survey of 1,200 Americans to understand which elements of grocery pick-up and delivery are most important to consumers. The survey was conducted October 25, 2023. A Key Drivers Analysis was conducted to identify the top drivers of “Likelihood to Use Brand Again for grocery ecommerce” using Ipsos’ proprietary Ipsos Bayes Net (IBN) modelling technique.
Step 2: Ipsos then deployed their panel of trained mystery shoppers to measure brand performance across a specific set of elements related to grocery pick-up and delivery. Roughly 33 mystery shops per method (In-store Pick-up, Curbside Pick-up, Home Delivery) were conducted for each qualifying retailer. Retailers were only shopped for methods they offered, so in some cases sample was redistributed appropriately across offered methods. Geographic representation was ensured across 4 regions (West, Midwest, Northeast, South). Mystery shops were fielded between October 23 – November 17, 2023. The relative importance of each service element ascertained from Step 1 was applied as a weighting factor to the Mystery Shopping results.

For a full copy of the results or to participate in Ipsos’ next ecommerce study (coming Fall 2024), contact Silvana Daehn at silvana.daehn@ipsos.com.

Contact: Silvana Daehn

Email: silvana.daehn@ipsos.com.

07/14/2024 20:58:06