New Times Call for New Measures
As these trends make clear, it’s becoming more important for grocers to consider how they engage consumers in the digital space. Whether you’re primarily selling to consumers through online or brick-and-mortar, it’s important to communicate to them online to meet them where they are and make sure that they keep your store top of mind.As they increase their online presence, grocers need to make sure their digital and mobile experiences are personalized and complement the brick-and-mortar experience. Upgrading their marketing measurement approach will go hand-in-hand.
To understand what’s contributing to shopper traffic and purchases, both online and in-store, grocery retailers need to account for all of the marketing touchpoints that influence the way consumers shop and what they buy. It also means having tools that will enable them to tweak and adjust ad frequency, messaging, creative and placement to boost high-performing media and shift spend away from those that aren’t converting.
More and more grocery marketers are turning to advanced marketing measurement technology, such as multitouch attribution, to get these kinds of powerful performance insights. Multitouch attribution takes advantage of the unique set of person-level data produced by digital channels to uncover the relationship between the marketing tactics people are exposed to and the actions they take. These insights are produced faster and at more granular levels, so grocers can see which creative messages, offers, audience targets and other tactics are converting customers most efficiently, to spend marketing dollars in a way that optimizes the impact and reduces wasted efforts. With a better understanding of what marketing activities are motivating consumers to buy, grocers can create more relevant experiences that drive sales, both online and in-store.
The digital era will only continue to change the way grocers reach, engage and convert new and existing customers. These new factors will require grocers to bolster their people, processes and technology if they want to survive and thrive in the face of industry disruption. By adopting advanced measurement approaches like multitouch attribution, grocers can make smarter investment decisions that not only drive their business forward, but also create the relevant omnichannel experiences that consumers demand.