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The Grocer: Marketing must move from generic to personal

In the past, consumers were accustomed to the community feel of their local shops. Shopkeepers knew who they were and what they normally bought. Personalisation was working. Then came the impact of self-service stores which changed the way Britain shopped. As early adopters of e-commerce, UK customers also paved the way into online food shopping. The world of digital altered the fabric of our shopping behaviour and today online offers the chance to achieve this personalised experience in a new way. At Eagle Eye’s Digital Connect event last month, leaders came together to discuss how grocers can harness digital to recreate this personalised experience, online, in-store and via mobile.

First: data, data, data. As customers shop online, log into in-store wi-fi, and sign up to loyalty schemes, grocers become privy to a wealth of shopper data, from consumers’ location to their favourite cereal. In the past, this data was limited. With the launch of the Tesco Clubcard, for example, we were only able to track name, age and location, so when we wanted to send promotions for our meat line to loyal customers, they went to vegetarian consumers as well. It was then a case of tidying up our databases, manually updating profiles with ‘vegetarian’ or ‘gluten-free’ to tailor our communications as quickly as possible. This was a learning curve and shows the importance, not just of collecting more insightful data but knowing what information is absolutely crucial to winning customer loyalty.

Read more of Tim Mason’s article here to discover his further tips for retailers and brands to keep up with the digital revolution, focusing on data, customer analysis and adaptation. In the digital age, there’s no longer any excuse for offering a generic customer experience. Grocers need someone at the helm who is at the heart of consumer behaviour.