Supermarket Perimeter - January 2021 - 15

Signage that shows how particular fruits and
vegetables, meats and dairy can be used in a meal
are also highly inﬂuential to buyer decisions. When
generating signage that inspires, use imagery that is
aspirational but achievable. Making wellness shopping
and cooking appear simple helps to encourage shoppers
to experiment and ultimately add an item and try a
suggested meal.

Better virtual perimeters

STOCK.ADOBE.COM

As more shoppers continue to shift a percentage of
their shopping online, grocers should be using shopper
marketing to drive awareness of their online presence
and programs. Grocers' websites can be powerful tools
to use when tackling wellness for shoppers.
Grocer websites that offer not only recipes but search
ﬁlters for healthy and special diets allow shoppers to
more easily navigate perimeter products online and shop
those recipes in a few clicks.
With the shift to ecommerce, shopping in the near
term will become less impulsive. Shoppers are likely
to add fewer new or experimental items to their carts
because they don't wander by products online like they
do in-store.

REMODEL

Grocers combat this now by selling ad placements.
However, this is limited to the few brands willing to
spend the money for a limited piece of real estate,
interrupting a focused mission.
Generating content and building user experiences
that natively suggest healthy choices will help combat
decreased foot traffic. Insert healthy recipes into
the online journey, make recipes shoppable, give
personalized suggestions based on browsing history and
past purchases, and help facilitate product discovery.
As more data is provided by shoppers, information
can be used to create suggestive meal plans based on
work schedules, family habits, or personal ﬁtness goals.

Personalized perimeters
The opportunity is for grocery to move beyond the
transactional dynamic. The future will see more
personalization of shopping experiences and guided
suggestions that promote healthy choices. Grocers must
take on the challenge to inspire more wellness shopping.
The future perimeter is about moving away from a
physical destination and moving toward a mindset of
how you are fulﬁlling your shoppers' personal goals. If
grocers don't, someone will.

Heartbeat

John Youger is partner
at PINE Strategy &
Design, where he
works with CPG brands
and retailers to project
and build experiences
that meet evolving
customer needs
and future trends.

NE W B U S I NE S S

REMODEL

The

Raj B. Shroff is founder
and principal of PINE
Strategy & Design,
where he focuses
on shopper insights
and research, trend
foresight, category
innovation, and the
future of retail.

Of Your

Store™

(845) 331-2111Ř deli-buddy.com/engagement
JANUARY 2021

© 2021 M&E Mfg. Co., Inc. Trademarks property of M&E Mfg. Co., Inc.
supermarketperimeter.com

- 15
http://www.deli-buddy.com/engagement
Supermarket Perimeter - January 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - January 2021
