Darlene Murphy of Metcalfe's Market explains how in-store events can drive traffic and sales
Influence With Authenticity: Influencers -- those with significant audiences of followers, typically on social media -- can be a boon if they like what you do as retailer. But bigger isn’t always better. Welcome to the era of the microinfluencer. “The smaller an influencer is, the more authentic they seem,” said Steve Lerch, president of Story Arc Consulting and formerly with Google. “Smaller influencers have voices that really resonate with their audiences. They make deep connections -- that’s trust.”
Exceeding the Expectations of a New Generation of Associates: Nathan Aldridge, education and team member enrichment manager for Gourmet Foods International, focused on the potential of Zoomer employees (members of Generation Z born from 1997 to 2010) for grocery retailers, how to train Zoomers and how to retain them. What is Gen Z looking for in a grocery retail employer? Diversity within the company, a company that manages its brand well and has good reviews online, job fluidity, strong values in green initiatives, giving back to local communities, and companies with overall great culture.
Events Deliver Excitement, Traffic and Loyalty: The number of consumers looking for a compelling in-store shopping experience has been rising steadily over the past decade. “They want it to be casual, exciting and a place they can relax,” said Darlene Murphy, marketing director for Wisconsin-based Metcalfe’s Market. What’s worked for Metcalfe’s? Tasting events, like “Battle of the Salsas,” timed during key snacking occasions like the Super Bowl; fundraising events for local organizations; and inviting video bloggers to cover store events.
NGA Show 2020 continues through Feb. 25.
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