Best Practices for Grocery Digital Marketing

In Part 2 of this 3 part series, we continue to explore how brand leaders can transform their digital content into a helpful & clear path to cart. If you missed Part 1, access here.

#3: Own the Digital Shelf. Massive amounts of time, effort, and money have and continue to go into category management and massaging what the brick and mortar shelf looks like. The digital shelf allows you to turn the tables, you can now bring brand control to the shelf, and then present it to the consumer. You get to dictate what brands get boosted and buried before it lands in the cart, all while maximizing your existing brand and shopper investments.

Let’s take a delicious example: you’re a global cake, organic ice cream, and chocolate conglomerate (congratulations!). In brick and mortar you are fighting the good fight on category management, facings, and in-store merchandising in addition to pricing, distribution, and inventory on multiple categories in order to support promotional activity. It’s complicated and there is a lot of noise to cut through to land your brand and shopper investments effectively. Compare that to your Chocolate Cake & Ice Cream with Cherries on Top digital content which is placed on Pinterest, Instagram, Banner ads, Snapchat video, Branded Content Site, etc. Your compelling creative is an impression the user can’t resist, and they engage. Instead of them being thrown into a busy grocery store browsing 3+ categories, you offer them a white glove add to cart option. You present only the products you curated, in an experience that is on your terms, without all the noise. It’s a powerful way to have your digital ice cream and cake and eat it too.

Owning the digital shelf is a sea-level change for both brand and shopper marketers; sophisticated add to cart unlocks a consumer concierge service that ensures the right products are found for your brand built solutions.

#4: Every store is different, make sure your shelf is too.  The last mile of the grocery add to cart journey is an easy one to ignore.  The vast majority of online grocery is still fulfilled at a local store level which makes offering a high quality experience difficult.  Leading the consumer to a retailer that doesn’t carry the product or is out of stock at shelf, is not exactly white glove service and it’s a waste of your investment.  What are the local retailers that offer the product? Is the product even in stock? What’s the price? Is it on sale? These are all questions the consumer will inevitably ask, and making them do the footwork only increases checkout abandonment.  Your Add to Cart should do it for them.

Let’s use another example, this time Smirnoff Sue. When Sue engages with an ad recipe for Smirnoff Smash, the best practice for where she can purchase needs to be as rich as possible. Let’s play it through: Only 4 of the 5 stores in Sue’s zip code carry the Smirnoff, Lime, and Club Soda ingredients necessary. Further, the Club Soda is out of stock at 1 of the remaining 4. Take the friction out of Smirnoff Sue’s experience and only show her the Add to Cart option at the 3 stores that can make her day. Even better, show her which of the stores have the ingredients on sale. Deliver a high quality Add to Cart on a silver platter.

High fidelity local distribution, local availability, and local pricing are key in making that a rich experience. The gravy on top is that you are maximizing your marketing spend and ensuring the products you want to show up, actually show up, regardless of store.

High fidelity local distribution, local availability, and local pricing are key in making that a rich experience. The gravy on top is that you are maximizing your marketing spend and ensuring the products you want to show up, actually show up, regardless of store.

Part 3 of this 3 part series will be available next week. For other Online Grocery-related Industry perspective, check out our archive or subscribe here: