Grocers add live events, online classes and other virtual content

Dive Brief:

Some grocers are getting creative with ways to keep customers engaged and entertained during the COVID-19 pandemic, according to local reports.
In Los Angeles, Hispanic grocery chain Northgate Gonzalez Market launched a bilingual multimedia platform called Stay-at-Home Solutions offering recipes, DIY ideas, activities and more to keep families busy. Northgate is also conducting a book giveaway for kids this month.
In Ohio, Jungle Jim’s International Market is hosting Facebook Live events this week with founder Jim Bonaminio and other company experts. Topics include assembling a charcuterie board, a question-and-answer session about Jungle Jim’s and a behind-the-scenes look at how the store was created.

Dive Insight:

Whether they’re buying groceries in-store or online, the personalized service and community feel of grocery stores is currently second to the survival mode that most consumers and associates are engaged in amid the COVID-19 pandemic.

Even with the significant increase in grocery demand, 59% of people report shopping less for groceries, according to new research from PYMNTS. Engaging with customers through virtual events will help grocers maintain their personal connection to shoppers during the pandemic as many families have stopped going to the store to shop, while others are hurrying through to get in and out of the physical store.

Each grocer is tailoring its outreach to reflect its brand and customer base. Northgate Gonzalez is using a special kids-focused holiday called Dia de Los Ninos, which celebrates children and takes place April 30, to launch its platform. Jungle Jim’s is catering to its shoppers by giving an inside peek at store operations, which will satisfy its many fans and visitors who want to know more about the experience-driven store.

Other grocers working to engage with shoppers virtually include Hy-Vee, which launched a social media campaign using the hashtag #HelpfulSmileStrong. Wegmans has dedicated a section of its website to ideas for cooking with kids, including how-to videos and other family activity suggestions, like how to start a garden. In Chicago, Mariano's is offering online cooking classes, tastings and live music for customers.