RockBot Blog From Browsing to Buying: How to Integrate Digital Touchpoints in Your Grocery Store

With in-store purchasing on the rise and grocery retailers facing razor-thin margins, there is little room for error when it comes to long-term sustainability. 100-year-old grocery merchandising principles are being completely reimagined in order to compete. To mitigate margin pressures, grocers are quickly pivoting to integrating digital in-store shopper touch points as a revenue accelerator. Investing in in-store media not only enhances the shopping experience, but it is and will be, one of the most critical factors for grocery retailers to survive or thrive in this economy. Consumer expectations are at the forefront, driving the need for a better customer experience (CX). Gen Z and Millennials expect to shop on their terms, wherever they are, across whatever channel or device they choose. They expect businesses to know them, just like their online experiences, and they are disappointed when they don’t. If rapid contextual data is not immediately correlated for them to purchase efficiently (with recommendations along the way) they will simply move on to another brand and shop somewhere else. Online and digital experiences have caused a pervasive shift in the retail grocery landscape, arguably for the better. There is no question that online marketing and shopping have raised the bar. The next generation of consumers expect to shop on their terms in-store as well. The shopping experience matters now more than ever and shifting our lens to the in-store opportunity will prove to be a game changer for those grocers who move swiftly. Many are already reaping the rewards to maximize every customer touchpoint.