Given the increase of online food shopping and the growing ability to buy groceries in non-supermarket stores, such as Walmart, it’s no surprise that the average number of “weekly stock-up” trips to the supermarket has declined.
However, data indicates people still prefer to go into a supermarket to buy certain items.
So the key for supermarket chains is to generate traffic by giving shoppers more good reasons to come into their stores.
According to a recent Progressive Shopper article, one of the best ways to connect with those shoppers more effectively is through the use of themed events.
“Gather a number of products that are complementary in some way and support a common theme, with the goal of driving increased shopper awareness, engagement and purchase behavior,” author Jeff Weidauer explains.
Weidauer goes on to suggest that most retailers are fairly-well experienced at putting on themed, in-store promotions, such as back-to-school, major holidays, Frozen Food Month, etc., and so on.
As the trend continues, the “themes” can be quite diverse.
For example, a recent SupermarketNews article reported the Marine Stewardship Council will teach New England consumers about sustainable seafood at events at Big Y and Whole Foods Market stores this month, the non-profit organization announced.
The events are part of a new campaign called “Good Catch!” MSC research has found that 58% of New England seafood consumers buy fresh fish at a seafood counter, compared with 40% of national consumers. At the same time, consumer awareness about sustainable offerings from regional seafood sellers is low. The Good Catch! campaign hopes to bridge that gap.
This more strategic use of events is also aligned with present-day marketing best practices. As noted in a recent Huffington Post article, retailers must “…build everything around the customer’s experience… they must understand the purchase journey.”
From a marketing perspective, it makes good sense to create ways of making a trip to the supermarket more value-added and more fun!
Events seem to be an excellent way of accomplishing both.