Supermarket Perimeter - June 2020 - 11

T

he trend toward personalization was in high
gear long before the coronavirus hit.
Today's consumers want the stores and
brands they patronize to treat them like individuals, with
loyalty programs, shopping suggestions tailored to their
specific needs and wants and a host of other services.
COVID-19 took that existing trend and turbocharged
it. Now consumers are asking the stores where they
shop to help keep them safe - the ultimate act of
personalization.
Fortunately, a combination of the old-fashioned
and the high-tech is helping grocery stores to deliver
personalization to shoppers in ways that keep them
coming back.
Amazon and other online retailers know a lot about
their customers' shopping patterns, likes and dislikes -
even their political affiliations. Brick and mortar retailers,
if they are to survive, must learn to do the same, said
Mark Turner, senior sales representative for Kent, Wash.based American Retail Supply.
"I think that in the post-COVID-19 brick and mortar
retail world, the need for personalization, the need for
retailers to know their customers, is going to increase
exponentially," Turner said. "Customers are learning to
shop online and are more comfortable shopping online.
Stores must do all they can to provide an exceptional
experience for the customer."
Knowing the customer and giving them a
personalized experience, he added, will go a long way to
meeting and even exceeding this requirement for retail
success.
Personalization - knowing your customer, their
buying needs and likes/dislikes - is important for any
business, Turner said. But it's absolutely essential in the
hyper-competitive grocery business.
"It's an extra challenge for brick and mortar retailers

who do not inherently know the purchasing patterns of
their customers," he said. " Customer loyalty programs,
are essential but a poorly designed and promoted
program can do more harm than good."
Starbucks, he said, is a good example of a very
successful program.
"I am amazed at the percent of customers who scan
their phones when getting coffee."
With the rapid rise in demand for grocery eCommerce
services, it's imperative that grocers provide a
differentiated experience to build lasting shopper loyalty,
said Sylvain Perrier, president and CEO of Toronto-based
Mercatus.
Mercatus helps grocers build eCommerce experiences
with the goal of enabling shoppers to discover new
products and drive revenue through one-to-one
recommendations that consider each individual's
unique preferences and affinities, Perrier said. Through
the Mercatus Integrated Commerce Platform, for
instance, grocers can offer the right deals, at the right
discounts, to the right customers by dynamically
presenting flyers on a shopper-by-shopper basis.
"With just one click, shoppers are able to add deals
from the flyer to their basket," Perrier said. "Additionally,
Mercatus assists grocers in offering shoppers a
'smarter' way to find products based on their needs and
preferences. For example, grocers can present search
results that shoppers will naturally have an affinity
towards so the most relevant items to them appear first."

Machines helping people
Running on Mercatus' Integrated Commerce Platform or
as a standalone program is the company's AisleOne, a
system of machine learning algorithms with inputs from
a wealth of data touch points, from transaction log to
integration services.

Putting grocers in charge of personalization

MERCATUS

Mercatus helps put grocers
back in charge of their
eCommerce experience,
ensuring that the entire
shopper journey takes place
under the grocer's banner,
rather than a disjointed,
outsourced experience across
third-party marketplaces.
With our partners and white
label solutions, Mercatus is
able to quickly and efficiently

create an authentic and
personalized online shopping
experience, one that
replicates uniqueness of the
in-store experience to the
digital shopper - and one
which the grocer can control.
Mercatus' unique
personalization tools
empower grocers with
a scalable, AI-powered
solution that can automate

the analysis of transactional
inputs necessary to create a
truly personalized experience
tailored to the individual
shopper across desktop and
mobile channels. AisleOne is
proven to increase sales and
garner shopper loyalty. With
AisleOne,
* Grocers can achieve an
increase of up to $13 per
basket, per week - that's

www.supermarketperimeter.com

010_SP_June_Personalization.indd 11

up to $700 more per year
per engaged customer.
* Shoppers who open a 1-to-1
weekly product offer email
from the grocer are 40%
more likely to go shopping
in store or online.
* Shoppers who open
and click on curated
promotional offers are 90%
more likely to go shopping
in store or online.
JUNE 2020 - 11

6/3/2020 10:34:37 AM


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Supermarket Perimeter - June 2020

Table of Contents for the Digital Edition of Supermarket Perimeter - June 2020

Supermarket Perimeter - June 2020 - 1
Supermarket Perimeter - June 2020 - 1
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