and creating destinations that offer more than groceries. One
of its Houston stores, for example, features a microbrewery, fireplace lounge, local art dispenser and food truck – all designed to
bring the local culture to life in-store.
Shoppers have grown accustomed to sharing their thoughts,
whether on Facebook or Yelp, and they want to communicate
and co-create with retailers and brands too. Think of customers
as CEOs, and provide them with a direct line to share their input,
collaborate on new services and improve products. By working in
partnership with customers, retailers and brands can increase the
chances of producing successful new products.
“Fresh” extends beyond the perimeter.
Fresh goes beyond the produce department to include prepared
meals, fresh meat and seafood, delis and bakeries. Importantly,
consumers today are seeking “Fresh” markers across the store –
local, seasonal, sustainable, organic and made-to-order. Thinking
of Fresh as a total store platform, rather than a department, will
be key to winning and retaining customers who see this as a
major contributor to store loyalty.
At a Marqt grocery store in the Netherlands, bags of fresh
fruit are cross-merchandised throughout the store, including at
the checkout lanes, to extend fresh beyond the perimeter. In
an example of bringing fresh attributes to center store, Publix
designed visual cues like curving shelves that readily identify the
areas where Greenwise private label organic and natural items
are located as the shopper looks down the aisle.
Private Brand means more than “NBE.”
Private Brands have captured the interest of shoppers beyond
being mere national brand equivalents (NBE) priced at a value.
Across the globe, engaged shoppers are recognizing the differentiating and experiential features of private brand. Private brands
now have permission to localize, innovate and personalize.
German discounter Lidl, known for its high concentration of
private brands, capitalizes on this shift in a variety of ways. One
such example can be seen in Portugal, where it created a frozen ice cream bar kit that lets shoppers customize their own ice
cream bars at home using a variety of sauces and toppings. This
unique product meets the new personalization needs of shoppers, while elevating the dessert experience.
Talk the talk, tweet the tweet.
Two-way communication is good for any relationship, including
the one you have with your customer. Through social media especially, shoppers are keen on talking to retailers and brands, and
expect a response to confirm they are being heard. Improving
these conversations will be essential to strengthening loyalty.
In the words of one of the survey respondents, “Unfortunately,
many stores do not attach importance to feedback. For courtesy,
they listen to a few ideas, but there are no changes.”
Mobilize, mobilize, mobilize.
Mobile isn’t just for talk and text; shoppers want their out-of-store connectivity to match their in-store experiences. Even
though mobile devices continue to fuel online sales growth, it
is important to stress the vital digital links that brick-and-mortar
retailers and brands can create with shoppers. If it is seamless,
consumers will be more likely to use apps to check out recipes,
promotions, product recommendations and ultimately, complete
their full shop. CS
—Dave Harvey is VP of thought leadership at Daymon, a provider
of global retail strategies and services for companies and their
private brands, based in Stamford, Conn.