It’s Independent Retailers Who Are Better Poised to Take Advantage of Technology
Chris Cialone, Wonder Rewards, Director of U.S. Sales Operations
Usually it’s the big chains that get the credit for leveraging the latest in technological innovations. We’re all used to seeing the splashy headlines announcing Kroger, Ahold or Amazon about to launch another new tech-centric feature or capability. And it makes sense, one would think – the big guys have the big budgets, have innovation labs, and have R&D funding. But independents have something the retailers don’t have – faster and nimbler decision-making abilities.
Unfortunately, many independents don’t capitalize on this strength, waiting instead for technology to filter down – and by then, customers aren’t as excited and any point of differentiation is long gone.
Today’s regional supermarket chains should find partners that can provide them a technological edge. Companies like Wonder Rewards, who have the ability to launch a turn-key, 100% digital loyalty marketing program that drives incremental sales by attract new customers, retaining the best customers, and offers up-sell and cross-sell opportunities.
Wonder Rewards uses transactional data to:
- Plan out a responsive customer journey
- Analyze data for insights and segmentation
- Design marketing campaigns using insights
- Execute those campaigns with offers and content in personalized texts, notifications or email
- Report on results, re-calibrate and optimize campaigns
What other technology is under-utilized by independents? Globalization. Technology has made the world smaller, it is now possible for a local grocery retailer to expand their customer base to include consumers in other countries, and these consumers LOVE American-made consumer packaged goods. There is a high trust factor to consumable products made in the US under stricter government safety regulations that exists outside of the US. Technology, like that made available to independents allows products sold by grocery retailers to be sold and delivered to the doorstep of millions of consumers in Asian countries.
In another example of an attention-grabbing headline from a big chain, last August Kroger released a statement saying that “e-commerce enables Kroger to quickly scale to reach new customers and markets where we don't operate physical stores, starting with China.” And that the arrangement will “meet Chinese consumers' growing demand for high-quality, organic food products.”
Independent stores can now do the same with the Wonder Rewards online marketplace. You can expand the size of your customer base from your local market area to include millions of Chinese consumers who appreciate the value and quality of American made consumer package goods. A logistic partner manages the process from product placement on the online marketplace to shipping direct to your new Chinese customer’s doorstep.
E1 Marketing Edge is an example of an emerging tech-centric company that can expand the size of independent retailers’ market from those within a reasonable driving distance to a global audience, regardless of language or culture. Interested? Stop by booth # 1204 at NGA to learn more.
About the Author
Chris Cialone, Director of U.S. Sales Operations, Wonder Rewards
Wonder Rewards is a rewards program engineered for independent grocers
With Wonder Rewards, you can capture incremental sales by tapping into the #1 CRM platform available today with a turn-key, 100% digital program. You can also expand your local customer base to include millions of consumers outside the USA. We can make that happen. Stop by booth # 1204 at NGA to learn more.
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