Grocery Brand Unique In-Store Experiences
The five grocery brands providing "best in class" unique in-store experiences include Traders Joe, Sainsbury, Basic Market, Starbucks, and H.E. Butt Grocery Co.
- Starbucks is steps ahead in improving the in-store experience for its customers. In recent times, Starbucks opened a Starbucks Reserve Roastery in Shanghai, which offers customers an immersive in-store augmented reality experience.
- The technology involves the application of a special smartphone app that customers utilize to maneuver through the store using AR features to access information about products.
- Virtual badges can also be unlocked through the app and customers who do not have the app can scan QR codes in the store to access additional information that is not available on display.
- AR technology is considered best-in-class because it is one of the technological trends that is transforming the retails space. Since, its introduction, the store has seen an increased number of customers and the shopping process is seamless.
- The technology is working for Starbucks because the modern-day shopper is tech-savvy and is inclined towards experiential shopping.
- Trader Joe has been managed to create a memorable experience in the retail space for its customers from entering the store to waiting in the checkout line. The seamless in-store experience is a major differentiating factor for the brand.
- Trader Joe in-store experience has been optimized with the customer in mind. For example, a typical supermarket has 40 to 50,000 SKUs (stock-keeping units). One Trader Joe’s store typically has about 4,000, so only about 10% of the total number of products.
- The substantial reduction in the number of choices has helped to simplify TJ’s customers' shopping experience and reduced the stress of selecting from a wide range of homogeneous products.
- In the 2018 US CX report, the grocery store chain delivered an impressive 69 positive customer experiences for each negative one — the highest among the 287 brands featured.
- According to Forrester Research, 87% percent of TJ shoppers expressed their satisfaction with the in-store experience noting that their shopping was easy.
- The strategy has worked for TJ because customers love engaging in shopping experiences that are memorable and will keep going to the store to get that.
- Located in Portland, Basics Market strives to enhance the in-store experience through the provision of a large culinary classroom where shoppers get the opportunity to learn a variety of thinks including diabetes management, knife skills among others.
- The strategy is best in class as it brings a whole new shopping experience to customers. While shopping, they can learn about healthy lifestyle and important culinary skills.
- Basic Market in-store experience is working because it addresses and promotes culinary skills and healthy lifestyles. The majority of the modern-day consumers are health-conscious and hence are attracted to the Basic Market’s idea.
- Sainsbury has made it possible for UK grocery shoppers to scan and pay in an app for groceries in-store purchases.
- The pay and go technology that has now become popular among shoppers enables customers in one Sainsbury’s convenience stores to pay for products in-store using their smartphone.
- The new technology gives shoppers the option to grab their groceries and skip the checkout completely.
- The technology is considered best in class because it enhances consumers ’experience by reducing the stresses normally association with check-out queue.
- It will come as a supplementary experience to the SmartShop which is currently being used by customers across 68 Sainsbury’s supermarkets.
- The strategy works because convenience shopping is the in-thing. Most customers do not like shopping experiences that are not only memorable but also encourage minimal wastage of time.
H.E. Butt Grocery Co
- According to the 2018 Temkin Experience Ratings, H.E. Butt Grocery Co emerged among the top brands with best shopping experiences.
- The annual customer experience benchmark of companies was based on a survey of 10,000 U.S. consumers.
- To enhance the customer experience in the store H-E-B has devised an app-enabled self-checkout service called H-E-B Go.
- The app allows shoppers to scan their items, pay using their smartphones, and leave the store without a conventional checkout process.
- The strategy is working because consumers are attracted to convenient services that allow minimal wastage of time.
- It is considered best in class as it enhances customers' experience through convenience shopping. Additionally, it utilizes the advanced technology to make shopping memorable and enjoyable.
We began by scouring through industry publications and expert blogs that have highlighted grocery stores leveraging on in-store experience for competitive advantage. To meet the criteria for this project, we focused on five grocery brands providing "best in class" unique in-store experiences by searching for the brands that were making a typical store visit into a more engaging, entertaining shopping experience for customers. For each brand's in-store strategies, we provided the reason why it is considered best in class and well as why it works for the brands.