Progressive Grocer Independent

APR 2016

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April 2016 | Defining the Independent Market | 31 now they may be doing that shop at an independent's online store. And the more that customers shop the online service, the more comfort- able they become spending more. A look at a customer's basket after their ffth online shopping trip shows that the amount they spend on average has doubled. Te service also is a way to attract new customers. "Generally, about 30 percent to 70 percent of the customers who shop online at Rosie at a given retailer are new to that retailer," Am- brose says. He defnes a new customer as one who shops at a retailer less than once a month. Strategy Takes Time Once the retailers are ready to deploy an e-commerce program, they need to understand that it may take time for the service to take of. It isn't "[E-commerce] is offered in enough places now that if you don't have it, you're really at a competitive disadvantage." — Brian Moyer, Freshop necessarily a "build it and they will come" proposition. "Just launching an e-commerce site will not make you successful," Moran observes. "Online customer acquisition requires that old habits be broken." For many consumers, online shopping is a new shop- ping behavior. It's not as simple as popping by a new store — it's a complete change of how they shop. "You need to remind and incentivize that customer to place their frst order, their second order and their third order," Ambrose says. Once you get a shopper to place that third order, there's an 85 percent retention rate, which is a higher repeat purchase rate than in-store loyalty programs, he adds, urging, "Constantly engage with them online, continually provide them with value and content." Te time to wait to implement an e-commerce program has re- ally passed. Nearly 21 percent of independent retailers currently ofer delivery of online orders, and 15 percent ofer click- and-collect, according to 2016 market research from PGI 's sister banner Progressive Grocer. "Oftentimes, people wait for everything to be a clear path with very few bumps in the road before they decide to get" an e- commerce program up and running, says AFS' Bitter. "You end up paying the price for that. I think there's some real beneft to getting in and grabbing market share in your area." PGI ShoptoCook, Digital in the Aisle; Where it Counts Frank Beurskens (716) 362-3168 | Reaching today's shoppers requires an omni-channel approach. With rapid change in technology and emergence of new channels, retailers and brands are becoming aware that omni-channel must include in-store, with easy access to digital deals for all shoppers - in the aisle, shopping cart in-hand, ready to buy. ShoptoCook is a digital media platform for grocery retailers that makes omni-channel marketing and merchandising easy by providing custom websites (or seamlessly integrating with your existing site), e-mail and texting programs, merchandising applications, mobile, and most importantly an in-store digital media kiosk. ShoptoCook integrates all channels to work together as a seamless, consistent, and effective media network enabling retailers and brands to communicate with customers when, where, and how they want. ShoptoCook's in-store media platform generates incremental sales by engaging shoppers seeking Meal Planning Solutions and Savings, with an opportunity to discover new recipes, identify and choose relevant coupons, view the weekly ad circular, or access personalized offers through integrated loyalty programs. Last year, shoppers viewed millions of manufacturer coupons in the aisle, with the typical customer receiving an average of $.86 in coupon savings every visit! And, shoppers browsed over twenty million recipes; recipes that generate new ideas to drive customers into center store and the perishable perimeter as they add incremental items to their basket. The bottom line is simple: Digital content converts to cash when it's delivered in the aisle. "ShoptoCook's Recipe Center had the highest shopper usage and satisfaction of all the technologies we tested." - Midwest Retailer Choosing a technology partner is not just about the technology; it's about the ability to adapt and integrate to a quickly changing environment. ShoptoCook built a reputation over the past ten years on great customer service and helping our grocery partners respond and adapt to a fast-changing environment. Partners for today and tomorrow. Advertorial

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