When it comes to food shopping, there’s nothing more important than client retention. From grocery store ads to loyalty programs, here’s what you can do to keep customers coming back for more.
Before we dive in, it would be good to remember that there is no magic bullet for earning and maintaining a great customer base.
Offering consistent value to discerning customers takes a omni-channel approach, but the secrets are simple.
Let’s take a closer look at what you can do to win customers and build a strong, long-lasting relationship with them.
Check in with your customers’ core values and priorities.
Before deciding how you will win and keep customers, you should really get to know them first.
While creating traditional grocery store ads, you might not be considering the personalities of your customers.
Today’s shoppers are looking for brands that “get” them, which is to say those that intuitively understand their needs and wants.
Have you tapped into your knowledge of your customer base as much as possible? Do you know who your customers are?
Depending on your market and your store, you could be looking at very different core customer bases.
Are you serving affluent families in the suburbs? Or cash-strapped college students looking to eat healthy on a tight budget? Or, health-conscious professionals?
Chances are you have an idea of who your customer base is already, but now you should distil that persona into a set of core values and priorities.
Top priorities might change from demographic to demographic, but there are some themes that are consistent across all American shoppers.
Figure out how your store can serve the needs of your core customers, then you can incorporate this into your communications strategy.
You’ll be winning customers by showing them you understand and provide for their values and priorities.
Consistently offer value.
One of the easiest ways to win over new customers and turn them into customers for life is to offer them value every time they shop.
However, it’s important to understand that value means more than just a great deal or bargain.
Value, especially when it comes to grocery stores, is a combination of price, quality, and experience.
When you’re putting your message out there to potential customers through ads or social media, you’ll want to have a clear value proposition for them.
Consider what sets you apart from your competition and use this to your advantage.
Do you have the most friendly and knowledgeable staff in town? Do you have products that can’t be found anywhere else? Or can you delight your customers even when they are rushing to finish their long to-do lists?
Find your motherload of value and mine it consistently over time.
Not only will you attract new customers, you’ll have repeat customers who are willing to recommend you to friends and families because the value you consistently bring to their shopping experience.
Be transparent and relevant.
Shoppers today are more educated about their choices than ever before.
Transparency and relevance are keys to succeeding in an increasingly competitive market.
Share details about your store’s culture and values with your customers at all stages of their shopping experience.
Social media can be a great tool to “listen” to what your customers–and potential customers–are talking about.
Address common questions and buzzed-about topics with informative blog posts or features in print ads.
Not only will this build trust with your customers, but it can also help you promote specials and new products in an authentic way.
The bottom line with this tip is that no one wants to feel like they’re being ripped off or lied to!
That’s why it’s so important to be honest and open in your communication with your customers, especially when the technology exists to connect with them on a deeper level.
Developing a culture of trust and expertise is a great way to strengthen your relationship with existing customers and turn them into shoppers for life.
Offer authentic connection.
The retail trends are clear. People are looking for ways to connect with brands in their communities now more than ever.
To that end, there are plenty of creative ways to incorporate more opportunities for connection in your stores.
Even if you don’t have the ability to add cafe areas or hold events like cooking classes or tastings, your team can get involved in your local community to build connections with customers.
Try volunteering for local events or establishing a presence at the next outdoor festival or sporting event.
Getting out into the streets will show existing customers that you support causes they care about and also get your team in front of plenty of new faces!
Develop smart perks that benefit customers.
In case you haven’t noticed, the theme to all of this advice is to focus first on providing value to your customer.
With that in mind, any potential loyalty programs should seek to add real value to your customer’s experience.
Loyalty programs are not just a tactic for getting people to shop more often, they’re a way to express gratitude for your core customers.
Make sure your program is just as beneficial to your members as it is to your company.
All of this, of course, goes back to being authentic and relevant in your offerings.
Customers will appreciate the smart and worthwhile programs you develop, based on their values and priorities.
Growing Beyond Grocery Store Ads
One of the most important lessons when it comes to marketing groceries stores to today’s consumers is to stay agile. Be ready to evolve!
Each year will bring new trends in retail and consumer behavior.
Each store will learn new lessons as you try out new loyalty programs or advertising strategies.
Don’t dig your heels in when customers don’t respond the way you hoped they would!
Treat each experience as a valuable lesson leading to new opportunities for growth in your company.
Do you have more questions about how to win and keep ideal customers? Leave a comment below or get in touch with our team.