Progressive Grocer - August 2017 - 98

Technology

Nothing says
'I care' better
than a quick
response to
a frustrated
comment left on
social media."
-Brian Numainville,
Retail Feedback Group

Social Media

shoppers in a timely manner.
"In an area where immediate response is
expected, we want to make sure to balance
lightning speed with accuracy and thoughtfulness," she says. "If our guests share a comment
or question with us, we want to make sure we're
giving them a response that is relevant and
helpful, as well as prompt."
U.K. grocer Sainsbury's is a prime example of
speed when it comes to conversing via social media,
using its platforms to respond in real time to customers, even when they're in the store.
"If a customer ... needs to find a certain item and
they aren't able to find it, they can go through the
social media platform and engage with a real person
in real time, if you will, to help them answer that
question," Dunnhumby's Fitzpatrick says.
But whether in real time or taking a little longer,
grocers need to remember that shoppers use social
media to connect with individuals. That being the
case, a grocery business must find a way to present
itself as an individual would.
"Anything that's institutional will bring a lack of
authenticity, and will turn off a lot of folks on social
media because they're looking for authenticity and
engagement," cautions Fitzpatrick.
In return, grocers need to let their fans
respond in their own individual ways. Instagram
is a great way to do this, and one grocer taking advantage in this space is AJ's Fine Foods,
a banner of Chandler, Ariz.-based Bashas'. To
kick off summer, the grocer - which operates
in a region known for its scorching-hot summers
- invites fans to cool off with its signature iced
teas and rewards them for doing so: By posting a
selfie taken while enjoying the iced tea and posting it to Instagram along with the #ajsicedtea
hashtag, fans enter to win two iced teas every
day for the rest of summer.

Conversational Commerce
For some time now, Facebook has been a great place for
grocers to chat with their fans about everything from
product favorites to suggestions on what to make for
dinner. Now one East Coast grocer is using the platform's
chat app to help its fans receive those products and set
the dinner table with ease.
FreshDirect, a grocery delivery service that operates in
the Big Apple, Philadelphia and Washington, D.C., metropolitan areas, partnered with Mastercard in April to use
Masterpass-enabled bots to drive more seamless shopping
via Facebook Messenger. The bots leverage artificial-intelligence technologies to let consumers interact with the New
York-based e-grocer, build their order and securely check
out via the Masterpass mobile payments app, all without

98

| Progressive Grocer | August 2017

Good With the Bad
Authenticity and engagement go beyond the good
times, however. No matter how beloved a grocer is,
in the end, every business at some point has its detractors on social media. Proper communication -
though difficult - can still bring these folks closer,
or at least keep them from turning fans into foes.
"Nothing says 'I care' better than a quick
response to a frustrated comment left on social
media," Numainville assures. "Plus everyone else
who sees that post will also see that the retailer is
responding." Reasor's, based in Tahlequah, Okla., is
one grocer that responds promptly to comments on
Facebook, appearing both sincere and attentive.
Sainsbury's sets a good example here, too: Instead of leaving social media to the PR department
- as retailers often do - it boasts a "very highly
trained, creative set of folks" to "engender and create two-way communication," explains Fitzpatrick.
While PR experts might handle negative comments
the same way they handle negative press - off the
wire - Sainsbury's has embraced transparency
and responded to negative comments where they're
placed, right in the open.
"It wasn't something you would take offline and
call a different number to get a resolution," she says.
"Part of the trend for social media within that customer service base is to resolve ... within the channel the customer expressed it in, both removing the
barriers to engaging, but also being very transparent
about the exchange in public."
Always remember, though: Be quick, but not aggressive. Speed and openness are the most challenging parts of social media, as criticism moves quickly.
"You have to handle it in the moment, and you
cannot get defensive," advises Blue Goose's Lencioni. "Opportunity comes and goes in an instant,
too - you have to be on time in social media. Be
honest, open and available." PG

leaving the Messenger platform.
Masterpass-enabled bots work across multiple verticals,
from restaurants to retail, making conversational commerce
frictionless while delivering a more personalized experience.
The bots allow consumers to engage with brands in new places
where they're already spending their time, as messaging apps
and platforms such as Messenger currently represent many of
the top 10 global apps used by billions of people worldwide.



Table of Contents for the Digital Edition of Progressive Grocer - August 2017

Contents
Progressive Grocer - August 2017 - Intro
Progressive Grocer - August 2017 - CT1
Progressive Grocer - August 2017 - CT2
Progressive Grocer - August 2017 - Cover1
Progressive Grocer - August 2017 - Cover2
Progressive Grocer - August 2017 - 3
Progressive Grocer - August 2017 - 4
Progressive Grocer - August 2017 - Contents
Progressive Grocer - August 2017 - 6
Progressive Grocer - August 2017 - 7
Progressive Grocer - August 2017 - 8
Progressive Grocer - August 2017 - 9
Progressive Grocer - August 2017 - 10
Progressive Grocer - August 2017 - 11
Progressive Grocer - August 2017 - 12
Progressive Grocer - August 2017 - 13
Progressive Grocer - August 2017 - 14
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Progressive Grocer - August 2017 - DF1
Progressive Grocer - August 2017 - DF2
Progressive Grocer - August 2017 - DF3
Progressive Grocer - August 2017 - DF4
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Progressive Grocer - August 2017 - Cover3
Progressive Grocer - August 2017 - Cover4
Progressive Grocer - August 2017 - BB1
Progressive Grocer - August 2017 - BB2
Progressive Grocer - August 2017 - BB3
Progressive Grocer - August 2017 - BB4
Progressive Grocer - August 2017 - BB5
Progressive Grocer - August 2017 - BB6
Progressive Grocer - August 2017 - BB7
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Progressive Grocer - August 2017 - BB11
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Progressive Grocer - August 2017 - BB13
Progressive Grocer - August 2017 - BB14
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Progressive Grocer - August 2017 - BB37
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