If anybody needs data on their shoppers, it’s grocery marketers. Figuring out the dietary habits of your consumers can be a game-changer for your marketing as you can make suggestions and target offers to consumers in a way that will actually influence purchasing. Grocery consumer profiles tend to be rich and detailed because of how often people grocery shop and the number of items they buy. The data tends to be of extremely high quality, which is why profiles can be so valuable to grocery marketers.
I’m going to show you two things in this post. How to get the data, and what to do with it.
Get the Data
Last week I talked about how to make loyalty programs accessible and engaging. If you’re too darn busy to click the link, the tl;dr version is that when they’re both digital and fun, grocery loyalty programs provide a lot of value to both consumers and grocers.
Part of the value to grocers is all the sweet sweet data you’re privy to when consumers sign up. You can (and should!) set up your loyalty program so that when people swipe the system tracks the items purchased and the time the transaction occurred. A relatively simple algorithm would be able to read that data and group consumers into easy-to-market-to categories.
Unlike in retail, where shoppers make fewer purchases over longer periods of time, consumer profiles in grocery stores are VERY detailed. After only a few months of data collection with a loyalty card, you’ll know a lot about your consumers dietary habits; what their family eats and when they eat it.
So that’s great, you can profile your loyalty members, but what about that stubborn group who just won’t join the program? Well, one thing we’ve found great success with is promotions and contests. If you run a promotion or sweepstakes you should reward people for making purchases and entering purchase PINs online. You’ll not only see a spike in sales, but you’ll also be able to connect the dots on consumers who aren’t in your loyalty program. You’ll be able to see where and when they usually buy, what products they bought, and how frequently they come back. That’s enough data to profile a consumer.
Use the Data
Here’s where it gets really fun. Once you’ve got Big Brother inside people’s grocery carts, you can turbo charge your marketing efforts. Here are just a few examples of things you can do with all that information.
You can surgically target your promotional emails and coupons to people whose purchasing it will affect the most. You’re able to send consumers emails the night before their big shop with discounts and offers on products that go well with what they usually purchase. You can also educate consumers about new items that are similar to what’s usually in their basket. These tactics really do wonders for sales, but there are even more opportunities to get personal.
A simple tactic that will improve brand connection is surprising people with special offers on their birthday to make them feel valued by your company. Or hosting a promotion that encourages once-a-week shoppers to shop multiple times a week in order to get the most out of the promotion.
You should also consider co-branding your promotions with your CPG partners. You can help you partners drive sales, educate shoppers about their products, and build their email lists and social communities. When you offer that kind of value your partners will pony up some funding!
Grocery store marketers have a unique advantage in the quality of consumer data available to them. Use the above tactics and make sure it doesn’t go to waste!