Check the main trends to impact consumer’s purchase journey and supermarket operation this year
Supermarkets are experiencing a change in consumers’ behavior and learning, at every visit, how to be a part in their daily life. One of the pillars of this change is technology, which enables Information Technology managers to find out from consumers’ early morning consultation about the traffic on the streets to which products they enjoy buying the most.
To deliver consumers these new demands the supermarket chains are investing in the omnichannel strategy (point of contact with consumers), mainly in Big Data and Artificial Intelligence. So, we will see more and more engagement of the clients as supermarket management knows the items they desire.
The internet is another pillar supporting supermarkets’ most efficient strategies once Brazilian consumers are paying attention to e-commerce’s advantages both to buy and to research prices and products before going to a physical store. As to this subject, the APAS Show blog presents some of the main trends for 2019 in the Brazilian supermarkets.
The first 2019 trend for supermarkets is to unify physical stores and e-commerce. In other words, there will be no distinction between them once all platforms will be integrated so that communication is more effective for consumers. In this format the products on physical stores’ shelves or on the Web pages can be found in all channels with objective information and a unified format to pay and retrieve items from stores in a practical and efficacious way.
Another 2019 trend is to maintain physical stores opened as true distribution centers. The technology available today enables points of sales to be integrated to the remaining platforms by means of geolocation. It means that consumers can buy products at the website and retrieve them at the closest store, if that point of sales has those items in its stock. Additionally, understanding this trend means offering clients a choice of delivery in different places by means of partner companies.
Don’t let the multiplication of robots and machines surprise you as from this year, they are intended to contribute to improving consumers’ experience. Either based on doubts, suggestions or nutritional information, robots will interact more and more with clients by means of virtual assistants and also the popular chatbots and shopbots that always come up when users enter the company’s virtual platform for the first time.
Consumers will receive only profile-customized offers from now on. For that purpose the Artificial Intelligence will assess every consumer’s profile and will identify the most adequate products for the whole base of clients. Thus, supermarkets will start to stand out among their competitors as from the moment they deepen the relationship with consumers both at physical and virtual stores. Consumers older than 60 years of age, for instance, can already find their profile-specific products and enjoy good experiences with some chains.
This is the main tool to increase choices of instantaneous offers for every client. The more retailers learn about consumers’ behavior and competitors’ prices, the easier the development of short-deadline specific promotions to lever sales.
Are there doubt that smartphones is today the main consumers’ research tool? One of the 2019 trend for the supermarket area is the intensification of a new purchase journey. Consumers will increasingly start purchasing products by their smartphone and will finish the purchase at a physical store or on a desktop computer.
We are moving toward a format where points of sales will be increasingly a place oriented to experiencing products physical stores need to be reinvented and transformed into a special place for clients, where assistance is faultless, the design stimulates all our senses, in addition to its being easily accessed by all consumers’ profiles.