The old traditional linear journey of shoppers through the aisles and gondolas of supermarkets is changing. Customers who are now presented with a myriad retail choices, have the luxury of choosing one of several channels available to them, depending on their convenience (and mood!), which at any given time, could factor in their sense of comfort, sense of urgency, paucity of time, dread of travel, or desire for some shoppertainment.
Not surprising then that the bemused grocer is trying to gauge his customer’s next move. As the retail industry evolves, he is being forced to offer both offline and online touch points if he is to remain competitive. He must build his grocery business from a customer centric perspective, which must include serving customers via many channels (Internet, telephone, home delivery, mobile vans, catalogues, kiosks). The customer is dictating the route he/she wants to do business in, and now grocers must put in place systems and processes that will facilitate the customer’s shopping experience. By using a combination of channels, they can leverage the unique benefits of each channel to attract and satisfy their customers.
The growth of alternate retail channels will make it crucial for brands and retailers to devise their marketing strategies around these retail formats in addition to the conventional brick and mortar retail channels. They must also look at alternate retail channels as an integral driver of growth in the coming decade. It is hoped that competition will drive grocers to innovate and renovate in order to remain the most preferred shopping channel.s
