In today’s hyper-local and hyper-personalized consumer demands, delivering a tailor-made and individualistic message becomes extremely important.
They can be put off by irrelevant messages and the likelihood of them seeking products elsewhere increases. They want to buy from innovative companies who create better experiences tailored to their preferences and previous behavior.
While grocery has often been a leader in data and personalization, the focus was not entirely on creating a genuine and valuable customer experience.
To keep up with the ever-changing customer expectations and to stay a step ahead, food companies need to facilitate a consumer’s needs before they arise, and the retailers that capture on this trend, are more likely to succeed in the future.
Personalized recommendations is not a new concept. Spotify creates playlists based on songs that a user has previously enjoyed and Amazon’s recommendations based on previous purchases.
Personalized recommendations are not news. YouTube is recommending which songs we should listen to next, Spotify is creating playlists based on songs we enjoyed in the past, what day of the week it is or time of day, Amazon is letting us know which books we might like based on what’s in our cart, but we feel frustrated if the recommendations feel impersonal.
In a society with a unique sense of self, search with the term “for me” is growing exponentially and food companies are looking for ways to create food recommendations that will not let the consumer down.
Grocery retailers have recognized the need for creating personalized shopping experiences as well, but are still struggling to implement every step of a connected and delightful consumer journey.
Leveraging both the data provided by the consumer and past purchase behaviors can help grocery retailers deliver more personalized and meaningful shopping experiences, thus increasing customer loyalty and basket size.