Bricks and Clicks: Future of Grocery

September 16, 2015
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Written by Kayla Domeyer

Nielsen recently released a 2015 report titled “The Future of Grocery”. In the report, Nielsen reveals data collected across the globe that details grocery shopper’s current habits, future desires and how stores might make the best consumer experience they can.

The report focuses heavily on e-commerce and brick-and-mortar interests. Data reveals that a large part of the globe is willing to do more digital and tech-savvy shopping, while many already rely on such things. Neilson introduced the article saying, “The most successful retailers and manufacturers will be at the intersection of the physical and virtual worlds […]”.

How? The study touches on a few possible ways, but the future is left largely as a blank canvas. No doubt more and more consumer experiences will be enhanced by mobile and online coupons, e-commerce apps, mobile shopping lists or online delivery services in the years to come; but there are likely countless other improvements on the horizon as well.

One key point made in the report brings opportunity for retailers and bloggers to build lasting partnerships. The first strategy for e-commerce success discussed by Neilson is, “Establish credibility and exceed expectations”. Meeting expectations is a burden that falls only on the retailer, but establishing credibility is often easiest and most successful when the conversation is organic, and not directly from the retailer.

Bloggers are in a key position to help retailers to gain credibility. Who better to introduce something new than a trusted source? From sharing personal experience with a new app, to offering coupons or free trials to readers, bloggers have the ability to share the message without broadcasting it. Blogs then become a platform for discussion, sharing and (hopefully positive) feedback.

As brick-and-mortar begins to mesh more and more with virtual shopping, traditional media and messaging should also meld with online conversation. In this way bloggers can help retailers as they move toward a more blended shopping experience.

About the Author: Kayla is a professional graphic designer who loves to spend her time creating unique and affordable printables and DIY projects.  She’s married to her high school sweetheart and has 3 adorable cats.  She’s the face of Sweet Anne Designs [saynotsweetanne.com] and can be found tinkering in the kitchen, the garage, or crafting on the living room floor.

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