Through a special arrangement, presented here for discussion is a summary of a current article from the Mark Heckman Consulting blog.
While I understand grocers need to hitch their wagons to those media and programs that represent critical mass, digital content and offers in the grocery channel aren't close to grabbing the headlines away from traditional venues and promotions
My assessment as to why digital programs still live in the periphery of grocer marketing options centers around whether they are passively or actively promoted.
Passive digital programs are those that are launched relatively quietly, typically exclusively on digital touch points. Often in the case of a grocer offering load-to-card or load-to-account digital coupons, little or no mention of these programs is made in mass media (weekly circular, TV, etc.) or at the store level.
Another issue is the content. Retailers who expect hundreds of meaningful, widely purchased brands to drive the content bank of these digital programs often find that, unless the shopper is in the market for an obscure meat seasoning or a new herbal toothpaste, the digital offers available have little relevance to their shopper's needs. Yet they wonder why engagement is so disappointing.
The first take-away for retailers: Digital is not going away. Other channels of trade and online retailers are setting the early shopper expectations in both content and technology. As Winn-Dixie aptly "tags" its new digital program, "The Future of Savings is Here."
The second is that waiting for the content to arrive is depriving retailers of a golden opportunity to become a committed leader and thus gain share of wallet from their current shoppers.
Here, a few recommendations for how to become an active retail digital marketer:
Which of the suggestions mentioned in the article will do the most to amplify digital content programs for grocers?