How do you plan to shop for groceries in 2016?
According to a new study by GroceryStudies.com, it may be different than you anticipate as digital trends and shopping from home continues to evolve and change our experience in the aisles. The site, which is run by veteran consumer news reporter John Karolefski, recently identified a list of five important trends that will dictate how we buy and how marketers will reach us in the coming year. From new forms of digital and smartphone outreach to in-store events that make the local supermarket more like a dining club, the changes we can expect to see in this most essential of chores will dictate how we spend and how we save into the future.
So, as you shop for snacks and drinks for New Year’s parties and the kids enjoy a break from school, let’s take a look at what one industry insider thinks the weekly shopping trip might look like in 2016:
Trend #1: Online Shopping
From Shoprite from Home to the Peapod app, Living Rich with Coupons readers should already be well-versed in the options and savings available for the time-stressed when it comes to getting the weekly groceries. Karolefski sees the availability of online shopping apps and services only continuing to grow in the next year as more and more people embrace the convenience of home delivery, personal shoppers, and in-store pick-up of essential goods.
What’s more, with services such as Shoprite from Home offering exclusive discounts and coupons to those looking to save time, these types of services are just as ripe for money-savers as they are for those without time to go to the store. For example, one interesting app to lookout for in 2016 is called Instacart. It is a service which has already partnered with 65 grocery chains. It allows buyers to choose items and send their list to a personal shopper who then goes and physically picks up the products. This service allows for a more personal experience since customers can send their shopper to patronize multiple retailers to get exactly what they want.
Trend #2: The Digital Supermarket
The trend among retail chains of utilizing grocery-specific smartphone apps will continue to expand in 2016, especially in terms of apps designed to target older digital native Millennials who are starting families. One particular trend that Karolefski sees continuing is the use of Beacons in stores. These Bluetooth-enabled devices will instantly pair with smartphones as they pass. Users within Beacon-enabled apps will then get ads, coupons, and product info related to items that are in their physical proximity.
Another, closely related trend in the digital supermarket is electronic shelf label systems (ESLs). These new-age price markers allow managers to easily change the cost of specific items, as well as display additional details such as nutrition information, to help keep pace and meet the needs of waves of customers as they step into stores at different times of the day and week.
Trend #3: Smaller Spaces
Any loyal shopper at Aldi or its sister Trader Joe’s understands the popularity of smaller supermarket spaces. Often taking up no more than 15,000 square feet, these smaller retailers are making major strides in the market, stealing shares from larger chains which must, among other things, deal with the increased overhead that comes from operating a larger space. New stores, according to Karolefski, will look to copy these smaller models, particularly in urban areas.
The selection within each store will also change in accordance with the trends. Like boutique supermarkets, expect to see more larger retailers focus on the so-called “outer” aisles, the meat, deli, dairy, produce, and prepared foods departments. They will hence dedicate less time and space to the “center store” items of shelf-stable and processed foods. This change comes as a result of fewer home cooked meals as well as consumers who shunning these items in favor of “real” food and/or purchasing them online.
Trend #4: In-Store Entertainment
Despite the clear trend toward smaller supermarket spaces, there are still tens of thousands of large-area supermarkets across the country who now need to draw customers into their aisles. One trend Karolefski sees retailers using to do this is in-store entertainment programs. This includes everything from cooking classes and live demos to more extensive sample tasting, food festivals, and just straight parties. For example, Karolefski cites a store in Solon, OH that hosts a weekly Food and Wine Friday event. For $6, customers get a ticket to sample six wines and enjoy a host of hors d’oeuvres throughout the store while they shop.
Trend #5: In-Store Dining Options
As the old saying goes, “never shop hungry,” and while keeping customers craving food may seem like a good marketing plan, supermarkets are also noticing that happy, full customers are better for business. To this effect, many chains are partnering with other retail food establishments like Starbucks and Dunkin Donuts to provide customers with easy eats while they shop. This all-in-one experience is similar to the shop from home phenomenon which takes into account the busy schedules of many modern shoppers and allows them to multi-task while still getting the grocery shopping done.
Which of these trends do you find most exciting?
