How Content Personalization is Changing Grocery Marketing


Grocery marketing has traditionally been built on brand recognition, traditional advertising and broad in-store promotions. But consumer expectations today are calling for more individually personalized branded experiences. In fact, 75% of consumers prefer personalized content from brands to help them find exactly what they’re looking for in the exact moment that they’re looking, whether they’re physically shopping in a store or searching for food-related content online. Amazon’s recent purchase of Whole Foods Market is a great example of an eCommerce innovator recognizing the opportunity to lean into the rising demand for relevant, impactful digital experiences.

For traditional grocers, there are two approaches to using personalization to engage consumers and drive sales:

  1. Offering digital coupons, targeted promotions and individualized pricing and recommendations
  2. Delivering highly personalized content experiences via email and websites to engage consumers before and after they visit the store to shop

With close to 40,000 products in the average supermarket, it’s easy for shoppers to overlook items they might love while shopping. Personalization removes the barrier of broad selection using technology to identify what consumers want at an individual level. And as stores get to know their shoppers better through advanced personalization technology, they can zero in on their preferences and even anticipate demand, in store and online. That’s where the right content and approach to personalization comes in.

Creating grocery- and food-related content consumers actually want

One low-hanging fruit opportunity for grocery brands is in leveraging helpful, informational content marketing as a way to build engagement and foster action from consumers. Our data shows that consumers place the most value on content that “informs” (40%) and “educates” (28%) them, and recipe and cooking content does just that.

Many grocers have already built up a large repository of recipes and cooking blogs to inspire consumers to experiment with new dishes and bring healthy meals into their homes. The idea is that when consumers read content about new recipes to try or cooking tips to use, they’re more likely to visit the grocery brand’s store that inspired them.

Personalizing content experiences across channels and devices

Personalization, especially through email, is key to delivering on the branded experience customers want—one that is highly individualized to the interests and needs of the consumer. Through artificial intelligence, machine learning, natural language processing and deep analytics, grocery retailers will be able understand what consumers want (based on data about what they engage with online), and then deliver personalized content through email, for example. The result will be a more personalized grocery shopping experience, which in turn could translate into increased sales and repeat visits by loyal customers.

A OneSpot grocery client took this approach to enhance and optimize its email strategy. Rather than continuing with a “one size fits all” strategy in which the brand delivered the same grocery- and food-related content to email subscribers, they transitioned to building a true 1:1 personalized experience for customers. Since enabling email personalization, the client has seen a consistent 25% lift in click-to-open rates, and customers are engaging longer with the content once onsite.

By using personalized content into your email campaigns, you can regularly drive subscribers back to your site and increase content engagement. Get a demo to learn more about the impact of content personalization on grocery marketing.


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