Retail marketing in the food industry in a digital world
With the growth of ecommerce, food and supermarket products are still waiting in the line of online shopping. The transformation of food consumption is a tendency that sets e-commerce against traditional commerce. Are supermarkets adapted to the digital world? And are they able to compete in it?
According to a study by Monash University in Australia, supermarkets are awarded better confidence scores than other industries that are key in online sales, for example, those that focus solely on e-commerce.
Supermarkets have the highest rates of customer confidence and loyalty.
Constant research of the industry and technological innovation as well as analysing the behaviour of consumer buying habits and retail trends, has led Evvo Retail to create the SuperLab project, an innovative supermarket that improves customer experience through new technologies and environmental commitment, bringing together aspects of both physical and online stores.
100% personalised attention, the use and technological innovation and ethical purchasing are SuperLab’s keys.
Future technology for present-day supermarkets
What we understood as the supermarket of the future is already here, and we must anticipate future technology, applying the latest technologies at points of sale. The goal is to achieve self-service to improve the customer’s shopping experience.
Stores without cashiers, mobile applications for the customer and workers, automatic payment and self-service systems of payment, voice assistants,… These are already here, just as mobile apps are, which allow customers to make their shopping list, offer them discount coupons or help them locate products in the supermarket. In this regard, mobile applications are also used for stock management, to conduct customer satisfaction surveys, to change the prices of digital screens, etc.
The evolution of technology still has a long way to go, strides need to be made in aspects such as the scanning of shopping trolleys, voice assistance or inventory management through robots during non-working hours.
Merchandising for supermarkets
The objective of rethinking the point of sale with the latest technologies continues to be that of improving the conversion rate and customer purchase experience. To achieve this, the point of sale has different opportunities for impact, such as:
Strategically designing the interior and exterior of the points of sale to attract buyers, taking care of the spaces and the appearance to make them attractive in order for the customer to feel at ease. For example, through wide corridors, original and visible signage, minimalism or visual comfort, etc.
Increase of hotspots.
Strategy of locating products according to hot and cold spots. The products in greatest demand must be located in areas further away from the entrance to encourage the customer to travel to areas used less frequently, but of great interest at the point of sale.
Periodic relocation of products.
Promote impulsive sales by periodically changing where products are located, to prevent the customer from forming a visual route who will therefore not be tempted to make impulsive purchases.
Stimulate the customer’s senses through smell, touch, sight, taste, sound… by creating a pleasant environment for the consumer that provokes sensations and needs.
Contact Evvo Retail to discover all the opportunities to rethink your point of sale.