Progressive Grocer

2017 Category Management Handbook

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20 | Progressive Grocer | 2017 Category Management Handbook | December 2016 Traci Gregorski is SVP of marketing for Chicago-based competitive market intelligence firm Market Track. becomes even more pronounced — there's a big difference in the number of people in the 21- 39 age groups who are already embracing this practice. When people were asked why they prefer to shop for groceries online, "saving time" was the top reason given for eliminating a trip to the store. is points to another aspect of the new normal: ere's a higher premium placed on convenience, and for those who are willing to cater to the online consumer, that aspect is key to retaining those shoppers accustomed to shopping when and where they choose. Driving traffic in-store is still important, so incentivizing these groups through experiential and event-based tactics can further retailers' ef- forts regarding foot traffic. Mobile Comes of Age As anyone who's been in the aisle of a store recently can tell you, it can get somewhat danger- ous, with people glued to their smartphones while shopping instead of watching where they're direct- ing their carts. Not everyone is heavily participating in this, however — the tendency to use smartphones in store varies by age, with the largest number of shoppers once again falling in the younger de- mographic groups. But what are they doing while they're shopping? Most are checking their lists or looking for discounts — a prime opportunity for behavioral and location-based targeting. Putting the right message in front of them at the right Do you buy groceries online? 21-29 30-39 40-49 50-59 60 and over 29% 30% 20% 10% 0% 31% 17% 15% 8% Look for Check View Look for Find digital Use a View discounts my list digital email coupons mobile app recipes online circular offers 30% 50% 40% 30% 20% 10% 0% 49% 17% 14% 29% 15% 14% What do you use your smartphone for while you grocery shop? Do you use your smartphone while grocery shopping? 21-29 30-39 40-49 50-59 60 and over 34% 30% 20% 10% 0% 26% 22% 11% 7% CatMan 2.0 time can be the difference between their select- ing one brand over another, as pointed out in the earlier chart about switching brands/stores. Obstacles Versus Opportunity It's extremely unlikely that change will slow down or decrease in intensity. e good news is, there are more ways to communicate with consumers than ever before. e challenge is, there are more ways to communicate with consumers than ever before. Refining strategy to amplify your message across media types and to orchestrate your pro- motional and advertising efforts has never been more important. Competition for attention is at an all-time high, and leading organizations are coordinating their campaigns across all media types to make sure that they're the ones to break through the noise. Make sure you're able to com- pete by consistently monitoring, measuring and assessing competitive threats across print, digital, broadcast and mobile so that you can react and maximize opportunities to interact with a highly engaged and informed shopper. As John Wanamaker once said: "Half the money I spend on advertising is wasted. e trou- ble is, I don't know which half." Make sure you know which half is which, so you can adjust strategy. PG The good news is, there are more ways to communicate with consumers than ever before. The challenge is, there are more ways to communicate with consumers than ever before. Source: Market Track

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