The way people are getting their groceries is changing rapidly as technology evolves and companies learn more about consumer shopping habits. With food delivery services slowly claiming a large chunk of the grocery market and one of the largest grocery chains, Whole Foods, being acquired by tech-giant Amazon, it seems few industries are evolving at a more rapid pace than the grocery business. So, what’s the secret to staying afloat in this ever-changing marketplace? Hyperbole aside, geolocation technology might be your best bet.
If your career success is dependent upon the grocery cart – physical or digital – then you’ve come to the right place! Here are three proven practices to apply (if applicable) to your food-focused business model:
Hyperfocus your Next Marketing Campaign
- 56% of consumers want offers tailored to their interests and needs. 
- 61% of consumers want offers targeted to “where they are and what they are doing.” 
Whether your aisles are lined with high-end organic products or budget-friendly foods, you have a target audience that you want to align with your marketing efforts. Services that help you search, identify and apply area-specific data to marketing campaigns, such as Salesforce, ZoomInfo and Geopointe, will ensure each campaign reaches the most optimal audience. Also, many services offer the ability to analyze & assess post-campaign results, helping guide your future marketing efforts. Sure, a paid service is an additional cost, but the amount of money you’ll save not sending sourdough bread ads to a predominantly gluten-free community will likely make up for the sum quickly!
Cleanup Your Coupon Strategy
- 96% – Percentage of consumers who use coupons. 
- 79% – Shoppers who said they wouldn’t buy an item if they forgot to bring the corresponding coupon to the store with them. 
With the rise in the use of geotargeting technology by companies in the food industry, using location data to target the right demographics is now a cornerstone of a sound coupon strategy. Whether you focus on print coupons, digital coupons or a print-digital hybrid, both forms have plenty of competing services that offer geotargeting capabilities. Either way, location-based data and geotargeting will ensure that your coupon-related efforts are optimized, so they find their way to the mailboxes and cellphone screens of the most optimal prospects.
Dive into ‘Fresh’ Delivery Services
- 18 – Worldwide markets where Amazon Fresh is now available. 
- 8% – The compound annual growth rate (CAGR) for the Food & Personal Care e-commerce space. 
With Amazon Fresh, officially expanding its delivery territories, now covering several U.S. states, London, Tokyo and Berlin, it’s making a concerted effort to expand its fresh produce delivery service. That expansion includes partnering with local vendors to ensure they can live up to the “fresh” in their name and meet the additional demand from new territories. If you sell fresh food and want to boost your business with a packaged approach that handles your data-driven efforts for you, then applying to become an official merchant through Amazon Fresh is a sound move. Also, you can look into competitors Google Express and Instacart.
Looking to buy, not sell? See if Amazon Fresh is delivering in your area yet here!