Even with online grocery sales continuing to set new records, in-store shopping isn't going by the wayside any time soon – if ever at all. Brick-and-mortar still provides one of the best opportunities for brands to differentiate from competitors, engage customers and build loyalty. However, it's critical to understand what customers today are looking for in the in-store shopping experience in order to build that loyalty in the months and years ahead.
Though more people are receiving the COVID vaccine, safety and assurance will continue to be critical elements of the shopping experience. Clean means something much different now than it did 13 months ago, and cleanliness standards will likely stay that way for good. Every business has had to make significant adjustments and investments in order to keep their doors open and provide this necessary level of assurance. However, the challenge facing grocers in the immediate future is three-fold:
- Implementing the appropriate measures to provide this greater level of safety and assurance
- Doing so without creating an experience that is overly sterile
- Doing so without compromising the identity of the brand they've worked so hard to build
Let's briefly explore how grocers like you can overcome these challenges and remain competitive in the short- and long-term.
Elevate your approach
Providing a clean commercial environment by 2021 standards requires a much more comprehensive approach than you'll find with traditional cleaning services. Additionally, meeting these standards and providing the assurance your customers need takes more than social distancing, hand sanitizer stations, cart wipe stations and mandating mask wearing in your stores.
Fortunately, technology that meets – and in many cases, exceeds - these standards is already available. A great example is CleanBase Solutions, which features advanced sanitation and purification products such as LED and UV lighting, coatings and adhesives that make surfaces continuously self-disinfecting, and air purifying technology that disperses non-toxic molecules that actively sanitize air and surfaces in spaces. These are scientifically proven, commercial-grade products that not only provide a necessary level of clean today, but they're also designed to be future-proof to address the threats of tomorrow.
Moreover, implementing such solutions is a great way to further differentiate your stores, build trust and demonstrate to your customers and employees how much you care about their well-being. The key is to create awareness of these efforts across all touch points and in all of your messaging on your website, via email, social media, digital signage, on-hold and overhead audio messaging. Don't downplay your assurance efforts.
Create comfort
No matter how comprehensive your sanitation efforts may be, the pandemic still has many shoppers on high alert. If you really want to build and foster long-term loyalty, it's critical to make sure that you're creating an environment that feels comfortable, and not overly sterile or clinical.
In addition to providing world-class customer service, the most important way to create such an experience is through multi-sensory engagement. The things you customers see, smell and hear can be invaluable in easing their anxiety, generating confidence and making in-store shopping an enjoyable experience that they want to repeat at your stores.
For starters, be extra thoughtful about the music you play and consider your clientele, with respect to the qualities and values of your brand. Leverage the power of scent marketing to further ease anxiety and positively impact emotions – while generating sales lift. Additionally, don't miss out on the opportunity to visually connect with customers. Screens and digital signage will always win the attention of your customers, and they enable you to boost revenue, add value to the shopping experience and communicate what you’re doing to create a safe environment.
Stay true to your brand
As you aim to strike the balance between assurance and comfort, it's critical to ensure that your new experience doesn't compromise the identity of the brand you've worked so hard to build. Brand affinity is still very real for today's shoppers, so make sure that any new solutions or measures you implement serve to amplify your core values. Yes, customers need to feel assured that the places they shop are safe, but they long for senses of welcome, familiarity and normalcy in the experience you provide.
You may not be able to give out samples of cookies, but are customers still greeted by the aroma of chocolate chip in the bakery? Audio messaging loops on social distancing may play overhead every 10 minutes, but does your music still sound like the fresh and hip brand your customers have grown to love over the years? Do what it takes to create safety, but be sure to always stay true to your brand.
Now more than ever, your customers need you to understand what they're feeling when they walk into your stores. This is a unique opportunity for you to demonstrate empathy, address their needs and lay the roots for generational loyalty. If you can balance comfort and assurance with a familiar brand experience right now and in the months to come, you'll create a singular bond that your customers will always treasure.
