Tag Archives for " Ecommerce "

gift bags for the holiday season

Boosting Online Sales for the Holiday Season

Boosting Online Sales for the Holiday Season

With the holidays being around the corner, the countdown has already begun on the numerous sales across all retailers and brands. A growing number of shoppers are avoiding stores and are increasingly embracing e-commerce to shop for gifts due to which prospects for online sales are looking up.

Here are five strategies that companies can focus on to break through the holiday shopping noise and score bigger online sales this season:

Using relevant imagery and information 

Displaying holiday-themed, creative and shoppable images, with product images from different angles as well as using video to showcase products creates more impact as it delivers a more immersive experience, in turn, increasing engagement. Personalized recommendations of products also stimulate interest and likelihood for a purchase.

Key purchasing elements about the products also need to be clear and precise, including the pricing and shipping options, which plays an important role at this time of the year.

Selling uncomplicated and useful products 

Shoppers must not be given too much choice and time to make a purchasing decision. Companies must choose products in such a manner in which it would tap into the shoppers' desires for products and that has the potential to enrich their lives. The best impulse purchases are the ones that shoppers don't regret - and the ones that are exciting, easy, and fairly universal.

Companies need to ensure that the products that are being offered answers a need for shoppers. It can be a gift for large groups such as all boys under 12, or a makeup palette that can compliment every skin tone, etc.  

Keeping the purchasing process simple 

The purchasing process refers to the technology (one-click purchase), fulfillment (free shipping), convenience (returns policy), and the driving factor - product content. During this season, impulse purchases happen more often, and in order to encourage shoppers to make a purchase, the product copy should be presented in a manner such that the shopper does not have any questions about the product, with the product copy being clear and concise, ratings and reviews being well presented with all the information up front.

Increasing visibility by diversifying platforms

In the digital sphere, one can not be sure where a shopper can come from, hence repetition is required. Showing products across various platforms and devices also help create brand recall for the shoppers and increasing the possibility of shoppers purchasing products. Retailers and brands can also depend on banner ads as they utilize “since you viewed” algorithms to feature adjacent products.

Informing shoppers on how much they will save

Shoppers would lean towards offers that allow them to save time or money - especially where gifting is concerned. Most shoppers choose to take advantage of a value deal while making purchases, especially during an impulse purchase. For digital, product copy should mention seasonal pricing or special gifts with the purchase, or free shipping. The information must be presented to the shopper clearly, but also with the mention of value to seal the deal.

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two robots chatting

Chatbots: Boon for e-commerce businesses

Chatbots: Boon for e-commerce businesses

E-commerce is an intensely competitive market where businesses need to keep innovating and adopting new technologies to sustain. These technologies come in packages, large & small, to help optimize the systems and processes, ensuring seamless experiences for the customers.

One of these technologies - Chatbots - has been a popular topic of discussion in the retail and e-commerce industries. Some discussions focus on how the user experience is improved while the remaining provides a detailed view of implementing and adopting chatbots for businesses. In this blog, we try to provide a holistic view of how chatbots help scale e-commerce businesses and subsequently consumers by dividing the benefits into three categories - predictive recommendations, engaging consumer engagement, reduction in the purchase process

Predictive recommendations 

E-commerce industries are user heavy and need to cater to different segments of audiences and their requirements. Whenever there is a discussion about the role of chatbots, one quote stands out -

“Goal is to turn data into information and information into insights.” – Carly Fiorina, Former CEO of HP

Imagine chatbots to be the one that hoards information and turn information into insights. They help customers find the products they’re looking for without extensive browsing, thereby providing users an incentive to stay on the platform and reduce drop-offs.

For instance, Amazon provides best-in-class search for users to find the products they want. The search takes into consideration a number of factors including user dialects, ease in product categorization and user buying behavior & patterns.   

Simple & Quick Consumer Engagement 

The primary function of chatbots is to be conversational by nature using text, buttons, and images and understand typed natural language requests. This is the reason that the most famous chatbots run inside messaging applications such as Facebook Messenger or Skype.

Hence, chatbots provide a huge benefit to e-commerce businesses to connect with the users.  In a high volume business of e-commerce, chatbots provide a highly scalable system to manage individual user conversations simultaneously for millions of users while gaining user insights to improve the product flow and experience.  

Reducing Purchase Time 

Chatbots help consumers to interact with the products at critical stages of their journey, increasing customer satisfaction, loyalty, and engagement. Chatbots provide the assistance to access product information quickly and make informed decisions to purchase the products.

Moreover, customers do not need to look at any other source to gain information on the products. Chatbots process information in the form of notifications, reminders, product updates to fuel conversions and enhance social experiences.

Image credit: Photo by Matan Segev from Pexels

A Tour of CatalogIQ for Grocery

Kick-start eCommerce sales with awesome product data

E-commerce requires awesome product data to support successful search and conversion. Product data for the online grocery market is currently being created manually. Retailers are struggling to acquire the rich product data necessary to support their online needs. Brands are struggling to generate good data.

ContentIQ Add Product

IceCream Labs CatalogIQ is designed to automatically extract attributes from product images. Using either label mechanicals or actual product images of the packaging, CatalogIQ can extract text from the labels. From there, the artificial intelligence in CatalogIQ understands what the text is and inserts it into the appropriate product attribute. The AI can also determine which images are the hero image, and front, back and side images.

CatalogIQ Extracted Attributes

CatalogIQ identifies brand names, sub brands and variants, normalizing the brand to the appropriate text. titles are generated from various attributes to create an SEO-rich title to optimize search. Other key attributes include feature/benefits, ingredients and nutrition facts.

CatalogIQ extracting content from a product

Sample CatalogIQ extraction (front/rear)

How complete is your data?

ContentIQ Catalog List view

CatalogIQ can score the data to help the merchandising and ecommerce teams understand which product records have been enhanced.

  • Missing attributes
  • Accuracy of attributes (are all of the attributes congruent?)
  • How unique are the attributes?
  • Is your product record SEO optimized?
  • Do you have relevant search keywords?
  • How well does your product data match up to customer site searches?
catalog IQ demo screen

Support for Grocery merchandising teams

Grocery merchandising teams have the chore of uploading new catalogs from suppliers and manufacturers. Often this data arrives in the form of a spreadsheet. CatalogIQ can easily upload a new catalog file (in spreadsheet form) to quickly and easily complete the ingestion process.

ContentIQ Add Catalog screen

Support for Grocery and CPG Brands

Grocery retailer and channel partners expect high quality product data to list and sell your products online. Can you deliver the content?

CatalogIQ allows brand and product managers to auto-generate high quality product data directly from product label mechanicals and/or product images. If you're currently using manual processes to create product content and to check the accuracy of product data, then let CatalogIQ help you automate the creation process. You'll be able to complete the data creation process much faster than manual methods. CatalogIQ can also validate the content and ensure that it matches what is contained on all of the product labeling.

CatalogIQ Features

  • Quality product images including relevant Nutrition Facts
  • Accurate meta-data, including attributes like: allergens, sugar free, Kosher certified, Non-GMO and other facets
  • Complete, standardized and SEO enabled titles
  • SEO rich descriptions
  • Correct product categorization

As a merchandising manager with a large product catalog, you know the difficulties of reviewing your product data and ensuring that everything in the catalog is ready to publish live to customers. There is always the nagging concern that something is inaccurate or missing when you push the “publish” button. Every time that you receive new data from your suppliers, it’s a chore to process the data. You have a long checklist to complete before you can publish data to the live catalog. Processing this checklist can consume all of your time.

CatalogIQ Benefits

  • High quality product data
  • Improve product page discoverability 
  • Increase product sales
customers engaging with interactive content on a product page

The Role of Interactive Content on Product Detail Pages

The Role of Interactive Content on Product Detail Pages

Consumers are most impacted by the things that they can see, touch, feel and understand. E-commerce businesses often lose out on customers if they cannot provide the same effect that brick and mortar stores do with their products. This is where providing a rich consumer experience plays a crucial role that engages their sensibilities.

To make consumers feel that they understand the product and resonate with the brand, the product story plays an important role in enriching the customer experience with interactive content that not only provides information but inspires and engages with the customers.

Bridging the product discovery gap with a compelling product story


The product story is the process of enlightening the consumer about the product and assisting them with making informed purchase decisions. It consists of content such as lifestyle images, warranty, and guarantee information, demo videos, product specifications, customer reviews, and any other information that the customer may need to know about a particular product.

A complete product story helps bridge the product discovery gap - which happens when the information on the product page is inadequate and the customer still has queries and is unable to move ahead with the purchase.

To understand the product discovery gap, retailers must think of their products from the customers' perspective - what can be perceived with the product information and what sentiments are felt while browsing through the product page, etc.

This gap can be closed be enhancing hero images and other aspects with rich media content which is both informative and exciting. This further encourages users to interact and learn more about the products a retailer has to offer.

The difference between basic content and interactive content


Basic content consists of standard product information that is unengaging such as SKU data or price. The text is often formatted plainly and with limited images, there is no engagement and interaction with the customer. The customers only absorb information passively if they stay on the product page.

Interactive content engages the user because the information provided is based on the user feedback. Consumers are rewarded with engaging and informative experiences for clicking and exploring the page. This rich media content then educates the user as a salesperson and accelerates their purchase decision.

There are certain expectations about product pages that customers have that need to be met before they can make a purchase. Shoppers need to see three or more images while shopping online and 86% need to read at least three user reviews before making a purchasing decision.

User engagement matters

At present, the lack of engaging content is a weakness for brands and retailers. While they spend a lot of time and money into building advertising campaigns to promote their products and drive traffic to their product pages, they lose the sale due to the lack of a compelling product detail page. This is often the point where consumers look to competitor websites to find what they are looking for.

There is a struggle across various e-commerce websites to keep customers engaged on their sites in order to make a sale. As the internet has grown more dynamic, the standard for engaging with a customer has also increased. Retailers need every solution available to meet the challenges and stay relevant and ahead.

These solutions are supported by data. A behavioral research found that users depend on information taken from the most engaging content to guide them to other page content and while users do so, they tend to fixate efficiently only on the information that is relevant to the task at hand. This point further emphasizes the need to put the most engaging and informative content ahead and center and set the process for the customers to follow throughout the sales journey.

Today, with customers seeking more personalized and relevant information, retailers must deploy interactive content experience. This can be more informative, rewarding the customers seeking final details such as product specs before adding it to the bag.

Conclusion

Rich media content is a familiar experience for the consumers. Videos are increasingly replacing text in news outlets, and GIFs, animations are consumed more than static images. Furthermore, PDF documents and manuals are easily accessible on websites.

Different types of audiences adapt to different learning styles and varying needs. By having a deep understanding of the customers and reaching out to diverse audiences with engaging content that adapts to the different learning preferences, retailers will be able to have a wider reach and network.

Working with a global retail network requires unique contexts in order to sell to people all over the world. Not every customer may react to packaged food items in a similar manner. Product copy has only one voice, but rich media experiences converse in a universal language.

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Revolutionizing grocery retail with artificial intelligence

Revolutionizing grocery retail with artificial intelligence

While there is a lot of chatter around artificial intelligence and the potential it has to transform retail, it has the capability to impact the most fundamental shopping experiences: the grocery store. Most retailers are moving towards building a better grocery store experience, with the rise of subscription meal kits and competition from pure-play grocery delivery services. With the abundance of customer data and product information available, grocers today are in a special position to apply machine learning and AI in other areas of the business as well.

The grocery industry has a heavy reliance on the movement of perishable goods and with supermarkets struggling to plan, promote and sell goods in a short period of time, it is not efficient. Furthermore, there is a lot of food wastage that happens in this industry - while some of that waste happens in consumers’ homes, a good amount is also lost in the supply chain - anywhere between the farm and the store shelf. And with the various options for when, where and how to buy groceries, grocers compete on prices that are most likely to be profitable.

While grocers are faced with these challenges, they have a fairly good idea of their customer base, who they are and what they want to buy at what price point. With the data available, there is a lot of opportunities utilizing the data in the right manner. This is where AI comes in. Using machine learning capabilities and analytics, more grocers are leaning towards adopting this technology to strengthen the relationship with customers, as well as address some of the biggest challenges they are faced with today.

Leveraging the abundance of customer data

The grocery industry was one of the first industries to collect shopper buying data through programs such as loyalty programs and in-store promotional offers. These methods helped grocers gather information about their key shopper demographic as well as brand preferences. This information is already leveraged to provide discounts and special promotions, the new technology can help enhance the relationship between the grocer and shopper even further.

AI helps grocers to provide a deeper understanding of context and intent by answering the questions behind customers' shopping decisions. It also enables the grocers to parse the customer data and automate the ability to offer targeted promotions to each customer.

Enhanced inventory management

AI can change the entire way of managing inventory. AI can help stock shelves with the right mix of products and ensure that the supply chain is aligned to avoid out of stock products using point-of-sale information and inventory visibility.

Machine learning can build on grocers' rich customer data and combine that with contextual data such as weather, climate, holidays and events - providing a more accurate forecast compared to traditional methods.

Reducing waste

With better inventory management and data analytics, AI can provide better visibility on produce and perishables. Automation can help stores dynamically re-adjust orders based on demand or automate product promotions for the items that are not performing well or selling fast, and helping stores to protect margins, and reducing the amount of food that goes into landfills.

As AI and machine learning advances, grocers should begin to position their systems for a seamless transition towards a highly automated future.


AI must integrate into the commerce platforms and connect across systems to maximize its effectiveness throughout the business. While AI is a valuable tool for customer service, the impact of it will come through its ability to reward loyalty, understand consumer behavior, ensure reduced wastage and increase revenue for the retailers.

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The growing importance of customer loyalty programs in grocery retail

The growing importance of loyalty programs in grocery retail

Grocery loyalty programs have been around for years, but with the changing landscape as well as customer shopping behavior, it is now more important than ever. The goal for loyalty programs is to be relevant and timely to shoppers and their preferences and to create a continuous dialogue between the customer and the brand or retailer.

The benefit retailers get utilizing loyalty programs is the access to customer data, shopping patterns and behavior with direct engagement with the shopper, elevating the communication and optimizing the offers to meet their needs. This ultimately leads to help drive sales for the retailers.

The current scenario

Customer loyalty programs build large customer databases and retailers can leverage this information to create more personalized and targeted promotions tailor-made for every customer. A successful loyalty program is a well-crafted blend of rewards and recognition features that change shopper behaviors. However, grocery loyalty programs are challenged not only by the economics of the industry but also the limited opportunities to differentiate the customer experiences for each customer.

However, compared to other industries, the grocery retail industry today still does not have a completely organized, leveraged and utilized customer data to deliver the optimum level of personalization and relevance to the customer, unlike in industries such as travel or banking.

Limited impact on shoppers

The grocery retail industry operates at small margins, which limit the rewards grocers can offer to the program members. Furthermore, compared to other retail loyalty programs, grocers depend on subsidizing their programs with discounts provided by the CPG manufacturers they are partnered with. Most loyalty programs have followed suit and use the same strategy, enabling shoppers to spread their loyalty across different brands.

Digital coupons - a primary feature of most grocery loyalty programs are offered by most of the retailers in an equal capacity. Another perk is the member pricing feature is an attractive way to entice shoppers into joining the program, but this feature too is replicated across all of the programs, limiting the impact these programs can create.

One feature of the grocery program that does create an opportunity cost and loyalty is reward points. Some shoppers even consolidate their shopping to a single brand in order to maximize the points earned and get a chance to get more discounts with every purchase. While most grocery programs prefer CPG subsidies, retailers should not limit the programs only to create more loyal customers. With e-commerce retail giants like Walmart and Amazon leaving no stones unturned to engage with shoppers, grocers need to double up on creating successful customer loyalty.

Looking ahead


Grocery retailers are facing several options today, they must decide among differing formats, both online and in-store, and seek the best combination of program features available to them.

A growing demographic - Millennials, in particular, seek immediate gratification, support, rewards, and recognition. Moreover, they do not invest a lot of time while planning grocery lists as they center their grocery visits around recipes more than replenishing a set stock. They are also far less price-sensitive in their menu planning as compared to previous generations. Additionally, as shoppers are increasingly opting for healthier lifestyles, produce as well as non-processed foods have become important aspects for grocers to drive retention and loyalty.

With the rising popularity of Walmart and Amazon among shoppers, grocers must foresee the future from both physical stores as well as digital capabilities. A well-managed loyalty program uses analytics and insights to enhance customer experience and elevate shopper journeys. Another major trend is the development of artificial intelligence. Leveraging AI, grocers can use unused retailer data and create additional value from it and tailor more relevant communication and improved personalized pricing and promotions.

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An Evolving AI retail experience: Transforming the way consumers shop

An Evolving AI retail experience: Transforming the way consumers shop

The retail experience of a shopper is the latest area that AI and machine learning are causing disruption. Most retailers recognizing the potential of these technologies have started aligning them into their business goals. Two crucial aspects - data and computing power have changed in the past few years in the space of AI, which has opened up new opportunities for retailers today.

Computing power is easy to see, with the advent and rise of smartphones which have phenomenal computing power when compared to the bulky phones and computers used decades ago. Businesses today have unlimited computing access to train their AI algorithms. Furthermore, the data available today is extremely rich and scalable. AI systems that leverage learning techniques such as Machine learning thrive on large, rich data sets. When fed appropriately, these systems discover patterns and correlations that would be otherwise difficult with a human intervention. These machine learning approaches automate data analysis, enabling users to create models that can then be used to make useful predictions about other similar data.

Retail is a perfect fit for AI, here’s why -

The speed at which AI can be deployed depends on specific critical factors. The first is the ability to test and measure. Retail giants can effectively deploy AI and test and measure consumer response. They can also leverage AI to measure the effect on their entire supply chain.

There is some innovative and interesting robot technology taking place in retail such as Grocery giant partnering with Nuro.AI to deliver groceries to the customers’ doorsteps. But most significant changes will come from the deployment of AI rather than the use of physical robots or autonomous vehicles.

Here are 3 AI-based scenarios that will transform the retail experience -

Shopping habits

AI can detect underlying patterns in the shopping behavior of shoppers from the products that they buy and the method used to buy them. This could be a simple weekly purchase of groceries from the supermarket, the sporadic purchases of wine from the liquor store or the complex midnight icecream cravings from the local convenience store.

At a larger scale, analysis of the behavior of millions of consumers would enable supermarkets to predict the number of households that cook pasta every week. This would then inform the inventory management systems, and automatically optimize the stock of pasta. This information can also be shared with the suppliers, enabling more efficient inventory management and organized logistics.

Pricing dynamics

The pricing challenge for supermarkets involves applying the right price and the right promotion to the right product. Retail pricing optimization requires data analysis at a granular level for each customer, product and transaction. To be effective, many factors need to be considered such as the impact of sales due to the changing price over time, seasonality, weather and competitors’ promotions.

A well-defined machine learning program can factor in all variations, including details such as purchase histories and product preferences to develop deep insights and pricing tailored to maximize revenue and ultimately, profit.

Customer feedback

In the past, customer feedback was collected through forms and feedback cards that were filled out and placed in a suggestions box. The feedback had to be manually read and acted upon appropriately. With the rise of social media, the platforms were leveraged to express feedback publicly. Retailers subsequently engaged in social media scraping software to respond, resolve and engage with customers.

With the growing innovations, machine learning will play a larger role in this space. Machine learning and AI systems will be able to analyze unstructured data from multiple sources such as verbal comments or video content.  

The evolving retail experience

As a shopper moves through various stages in life, the circumstances and spending habits change. AI and machine learning models will adjust and be able to predict the needs of the consumer before the consumer even searches for a product.

This shift to predictive marketing would change the way shoppers purchase products, bringing in suggestions and recommendations that they would not have even considered. The possibilities would widen, all because of AI - for both consumers and retailers alike.

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CPG Brands: Engaging with shoppers using the Direct to Shopper approach

CPG Brands: Engaging with shoppers using the Direct to Shopper approach

Until a decade ago, shoppers would walk into a store with a handwritten shopping list. However, they wouldn’t necessarily have written down specific brands for those items. Shoppers at that time would be informed about different brands either through the advertising or the interaction they would have had with the brand or what the label on the product explained.

Today, shoppers are no longer restricted to the labels or brand interactions. They are fully equipped with multiple resources to make purchase decisions. They can discover anything about a brand just by using their smartphones to browse product or brand reviews and other shoppers’ opinions. Today’s shoppers are better informed about products even before having to enter the store.

The current situation

The economic conditions of the past decade have impacted the way people shop. However, Consumer packaged goods (CPG) brands have not been able to scale with the rapidly changing consumer behavior at the same pace.

Shoppers today are more demanding of the products they purchase and expect that every product that they purchase is worth the expense, so they invest time and effort into researching and purchasing products via social media platforms or online outlets. While this bump in the volume of data generated by shoppers is valuable, CPG brands are still yet to make business decisions to align themselves with this new wave of shoppers.

The direct to shopper approach

CPG brands need to have end-to-end capabilities to market directly to today’s demanding and high value-focused shopper. However, brands need to better understand how today’s shopper has evolved. The technology today is directed towards a seamless customer experience and is placing the power into the shopper’s hands, opening a wealth of opportunities for brands as all the touch points with a shopper have become digital.

Millennials shoppers are the prime focus as they are technologically savvy and adapt to new technologies far more easily than their previous generations. This group of shoppers also prefer to have social interactions to inform their shopping decisions. Millennials, compared to any other demographic, expect their shopping experience to be personalized and don’t hesitate to express their grief via social media or other portals if the brand fails to deliver on their promise. CPGs can not only leverage this data to influence the shoppers’ purchasing decisions but also to invest in digital platforms to be more involved in their shopping journey.

Implementing an effective Direct to Shopper strategy

CPG brands can leverage email addresses and build on shopper preferences, allowing shoppers to indicate product interests, lifestyle preferences, and communication channels. This would help build a holistic view of the shopper, and develop basic shopper segmentation. These shopper segments can then be used to develop offers and shopping experiences. This further helps evaluate the Direct to shopper effectiveness in an e-commerce environment and help design e-commerce into the greater business model.

This enables CPG brands to acquire complete shopper data including information such as browsing history, purchase behavior information and help develop a true personal shopper experience.

Shoppers are constantly interacting with different brands through digital and mobile. The key for CPG brands to make meaningful revenue growth is to directly target today’s shopper by directly being involved in the shopper’s journey by interacting directly with them. This would help them to further emphasize the shopper needs, leading to an increase in shopper activation, and drive stronger revenue growth.

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Millennial shoppers: How are they impacting grocery retail?

Millennial shoppers: How are they impacting the grocery retail landscape?

Millennial purchasing behavior greatly impacts the current retail landscape, and retailers, having realized this, are making Millennials their prime focus. Millennial shoppers are distinctly different from older generations as they are more racially diverse, more educated, and technologically-abled. Most of this demographic group are passing through the initial phase of their respective careers and are single or are starting their own families. Their grocery shopping habits are likely to change with time, but current differences from older generations could have implications for future food demand.

Millennials are price-sensitive but place preference for personalized offerings. However, they are ready to shell out money if the quality of the products is worth the amount. Furthermore, millennials are also fast in acclimatizing themselves to new technologies and are embracing newer grocery options such as online ordering/delivery and meal kits while navigating in-store and digital channels. They are demanding healthier and fresher food, including fruits and vegetables for at home preparations, but place a higher preference for convenience as compared to other generations.

Millennials Purchase More Prepared Foods

Millennial shoppers generally purchase a larger share of prepared foods such as pasta, sugar, and candies than the other generations. Prepared foods such as foods that are ready to heat and eat or just ready to eat such as canned soup, frozen pizza, sandwiches, pasta, salads, and rotisserie chicken. They also devote a part of their share of at home food preparation expenditures to grains, poultry, and red meat. The prepared foods require minimal preparation while grains and meats require cooking.

In comparison to GenX households, Millennials spend the least amount of money on food that requires at-home preparation. However, as income rises, there is a small positive effect on per capita at-home prepared food expenditure. While each preceding, older generation spends more on at-home food preparation than the younger generations and there is a larger gap between the Baby Boomers and Generation X.

Income governs food budgets

Income plays an important role for millennial shoppers. As income rises, expenditure shares for vegetables, fruits, red meats, and sugar increase while shares for poultry decreases as incomes rise. Millennial households generally allocate the lowest amount of their at-home food budgets to red meat and poultry. On average, expenditure for red meats decreases with the younger generation.

This health-conscious and nutritionally-aware generation is extremely mindful of what food they consume and the analysis of at-home grocery expenditure is important. The food purchasing behavior of Millennials not only determines their own dietary quality but also of their offsprings and the future generations. Grocery store shopping behaviors, however, are not permanent and may shift with time and millennial shoppers may find themselves in a position to swap frozen foods to a home-cooked meal in the near future.

Many studies have been focused on looking at how the largest living generation impacts food choices and selections in the grocery aisles. While they are aiming for healthier, fresher foods, they are also looking for more convenience. Trend lines and analysis are important to help fix the right building blocks and retailers to develop strategies and policies addressing the food industry issues.

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Millennials: Capturing the largest spending demographic

Millennials: Capturing the largest spending demographic

Being the largest shopper segment, Millennials are currently a prime focus for all the retail businesses. This technology-driven and multichannel-hopping age group are on the threshold of creating pivotal disruptions in all segments. It is extremely critical for retailers to adapt their strategies to meet Millennials' needs. However, in order to do so, retailers must have a deep understanding of every millennial to get a better insight into them as shoppers.

Millennials today give utmost importance to experience over a material item. They seek a destination that allows them to make an outing of an otherwise boring and mundane task.  For instance, instead of going to a typical grocery store, they want a place that can not only provide fresh produce but also trials of different types of salsa or cheese. Wandering the aisles with a snack or a beverage in hand not only increases the time spent in the store but encourages them to add a few extra items in the shopping cart. So retailers must make an effort to transform their stores into the experience.

Personalization is key

Compared to the previous generations, millennial shoppers are far more comfortable sharing their data in order to receive personalized content that would be relevant to their individual needs. This makes it easier for retailers to tailor make product offers and run promotions increasing the likelihood of them making a purchase.
Furthermore, the retailer can also leverage omnichannel marketing to promote ads on social media to redirect the shoppers onto their platforms. 

Curated product offerings 

Retailers must also create curated product offerings that resonate with the needs of the millennial shoppers. Digitally-active millennials communicate, shop and do their tasks online, which creates a volume of valuable data that can be used by the retailers. This becomes increasingly important for brick-and-mortar retailers that compete with e-commerce giants such as Amazon who have endless online 'aisles' for users to shop right from their own homes.
These brick-and-mortar retailers need to leverage the data available and optimize their product offerings to boost store traffic and sales. 

Pricing the right way matters

While making a purchase, price is a key factor, but it is different from that of the previous generations. For example, Millennials are ready to splurge for luxury items such as organic fruits or vegetables or anti-aging creams but maintain a strict budget for other necessities like toothpaste or toothbrushes. If a retailer can leverage this information and price their products accordingly, the possibility of them purchasing products increase.
The best way for retailers to determine the pricing process includes analyzing which products Millennial shoppers are most likely to spend on heavily and which ones that they would not. Using past purchasing trends, retailers can collect the data needed to create a profitable pricing strategy.


Millennials have surpassed the previous generations with the most disposable income. Retailers need to focus on the three most important aspects - their product offerings, pricing and personalization based on a data-driven approach to create a Millennial-centric shopping experience. This would further help them to increase sales as well as loyal, avid shoppers.

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