Canadian Retailer - Spring 2015 - 31

what's app'ening
Metro recently launched a new website and
a mobile app with personalized content (ex:
recipes) and offers (ex: coupons on products they purchase) available exclusively
to members of their loyalty programs. the
digital ecosystem developed by Metro, which combines
a website and an app for mobile digital devices, allows
users to manage their purchases before, during and
after their trip to the grocery store.

What can grocers hinge their hopes on instead?
Hillier: Personalization. There's some malaise in the
stores. How does the retailer acknowledge
me and customize the experience, and
give me choice in how I choose to shop?
So that could look like an expanded deli
and bakery, or organic products right in
the middle of departments. It's the mix
and offerings.
To support that, what do grocers
need to do?
Hillier: There is no more data-centric industry than grocery. It's
hard work to use that information. The ones that do it well
will be at the forefront to
personalize the ritual.
Are grocery retailer
leveraging their loyalty and
market information to the
best advantage?
Brain: Not yet. It's a big and
complicated issue.
Hillier: Grocers are still underserving loyalty and market
information to help design
assortment and really understand the productivity of that
assortment. Basket analysis would
be one example, transferring loyalty
information into assortment management, and talking
to vendors about which promotions work.
Allison: Some programs personalize promotions and
points around what consumers buy most often. This perspective is one-dimensional. The opportunity to grow
the basket is to get consumers to buy something they
typically buy at the competitor.

www.retailcouncil.org/cdnretailer

"Some programs personalize
promotions and points around
what consumers buy most
often. This perspective is onedimensional. The opportunity to
grow the basket is to get consumers to buy something they
typically buy at the competitor."
- CARMAN ALLISON, Nielsen

What is differentiating a grocer
beyond price? Where are we
seeing investments?
Hillier: Brand loyalty is one.
Private label programs vary
across the board. Some are
better than others at using
their own brand as a point
of differentiation.
Allison: Not all consumers are motivated by price.
How do you get variety
in produce and meat? If
you have products that
are unique to store, people
also can't compare and price
match. Another trend we see is
home meal replacements. The
grocery store might be becoming the new restaurant-a term
called groceraunt.
Brain: It's catering to the lifestyle of time-starved consumers.
Consumers are working harder, and
sitting in the car longer because they're
commuting. They have devalued the shopping experience. So they are looking to use
their time in store in different ways.

SprinG 2015 | canadian retailer

| 31


http://www.retailcouncil.org/cdnretailer

Table of Contents for the Digital Edition of Canadian Retailer - Spring 2015

Publisher's Desk
Retail Currents
Retail: At Issue
Leading Partnership
Tips to Market on a Budget, Part 2 of 2: Human-to-Human Relationship
Bilder & De Clercq: An Innovation in Eating
Taking Inventory
An Analyst’s Perspective
Managing Consent
Kronos: Serving up Fresh Workforce Management
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Spring 2015 - bellyband1
Canadian Retailer - Spring 2015 - bellyband2
Canadian Retailer - Spring 2015 - cover1
Canadian Retailer - Spring 2015 - cover2
Canadian Retailer - Spring 2015 - 3
Canadian Retailer - Spring 2015 - 4
Canadian Retailer - Spring 2015 - 5
Canadian Retailer - Spring 2015 - Publisher's Desk
Canadian Retailer - Spring 2015 - 7
Canadian Retailer - Spring 2015 - Retail Currents
Canadian Retailer - Spring 2015 - 9
Canadian Retailer - Spring 2015 - 10
Canadian Retailer - Spring 2015 - 11
Canadian Retailer - Spring 2015 - Retail: At Issue
Canadian Retailer - Spring 2015 - 13
Canadian Retailer - Spring 2015 - 14
Canadian Retailer - Spring 2015 - 15
Canadian Retailer - Spring 2015 - Leading Partnership
Canadian Retailer - Spring 2015 - 17
Canadian Retailer - Spring 2015 - 18
Canadian Retailer - Spring 2015 - 19
Canadian Retailer - Spring 2015 - 20
Canadian Retailer - Spring 2015 - Tips to Market on a Budget, Part 2 of 2: Human-to-Human Relationship
Canadian Retailer - Spring 2015 - 22
Canadian Retailer - Spring 2015 - 23
Canadian Retailer - Spring 2015 - 24
Canadian Retailer - Spring 2015 - Bilder & De Clercq: An Innovation in Eating
Canadian Retailer - Spring 2015 - 26
Canadian Retailer - Spring 2015 - 27
Canadian Retailer - Spring 2015 - An Analyst’s Perspective
Canadian Retailer - Spring 2015 - 29
Canadian Retailer - Spring 2015 - 30
Canadian Retailer - Spring 2015 - 31
Canadian Retailer - Spring 2015 - 32
Canadian Retailer - Spring 2015 - 33
Canadian Retailer - Spring 2015 - Managing Consent
Canadian Retailer - Spring 2015 - 35
Canadian Retailer - Spring 2015 - 36
Canadian Retailer - Spring 2015 - 37
Canadian Retailer - Spring 2015 - Kronos: Serving up Fresh Workforce Management
Canadian Retailer - Spring 2015 - 39
Canadian Retailer - Spring 2015 - 40
Canadian Retailer - Spring 2015 - Advertiser's Index
Canadian Retailer - Spring 2015 - Retail Quick Tips
Canadian Retailer - Spring 2015 - cover3
Canadian Retailer - Spring 2015 - cover4
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