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In 2017, technology will play a large role in retail. Media is becoming the store. As a direct path to purchase, Retailers will use technology to make every single piece of media — be it online, social, mobile, or conventional. Providing exceptional content, decision-making tools and commerce software, will be important so that anyone exposed to that media could confidently purchase items on the spot.
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AlixPartners’ 2016 North American convenience store consumer study is the first to take an in-depth look at consumer behavior in the c-store industry. It's findings point to the need for c-stores to master four strategies to succeed in this space: enhancing the execution of foodservice programs, improving the customer experience, building scale, and launching comprehensive enterprise-improvement programs.
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1. Retailers Should Treat Their Stores Like a Home
Unique retail experiences are still very important to customers and reward retailers who provide them. Welcoming customers into a warm and inviting space, not unlike your home, in which products aren’t pushed on you will be very effective.
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Trends for 2017 are:
Digital Engagement: Supermarkets chains will improve their digital tactics outfitting their stores with beacons, embedded throughout a store's shelves, signs and product displays. These beacons interact with smartphones using low-energy Bluetooth signals to provide coupons and other discounts. Discounts and specials will be available through more mobile apps, and online grocery ordering and delivery will grow.
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How do you get your customer to spend more time in the store? What about spending more money? Your customers want specific items. Why not make it easier to find them? A customer who can locate an item without having to seek out an associate for help is more open to suggestions about additional products, and is more willing to spend time in the store getting coupons via their mobile device. By giving your customer an app to create a shopping list or find coupons, you build customer loyalty.
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