If you love Marketing and data, this is a post you would enjoy reading even during your vacation in an exotic island. Grocery stores marketing, fellow Marketers, is the holy grail of data driven marketing. Or at least that is how we feel, after an extensive research, to deliver you this sweet distillate. Across this extensive post about email strategy for grocery stores, you will also find some sweet graphs that came up after having crunched more than 1.5 million emails by some really respectable clients of the industry. They can help you shape a picture about the industry standards in the field of email marketing and hopefully assist in creating a winning email marketing strategy for your grocery store.
So you mean super markets, right?
Just to be on the same page, when talking about the grocery industry, we are not talking only about super markets. There is big list of small, medium and big companies that includes food stores, super markets and hypermarkets, butcher shops, even fruit and vegetables stores and stands. All these are divided in even more categories, according to the market segment they are addressing, creating a really complicated landscape, marketing wise.
What is the current state of the grocery stores industry?
Grocery stores are still a traditional industry that has recently started integrating serious digital marketing activities in their strategies. For many years, traditional media were the main channel for the business owner of a grocery store until these has stopped being effective anymore.
More and more industry businesses enter the digital world, offering their products online, sending emails to activate sales, engaging with their fans on Social media and more.
In this post, we will focus on email marketing but have in mind that, especially in this industry, every little part of the corporate and marketing strategy, every channel, every business unit, literally everything, is strongly connected to each other. You will understand why.
Is it necessary for a super market to run email campaigns?
Dude! I told you this is not only super markets. Anyway. The answer is totally ‘yes’. This is not only a recent study by Direct Marketing association, showing that every invested euro in email marketing, returns 43,62 euros on average, it’s also common sense. Lots of millions of people, every day visit a grocery store to buy supplies for them and their families, with the total market exceeding 2,7 trillion globally. The cheesy detail here is that grocery stores industry has really low margins and as a result, the hunt of the cheaper customer acquisition and bigger engagement is implacable.
Ok, I got it. But how do I collect all those data?
That’s a really good question indeed! There are many answers that could be given but the best one is the following: You should collect data in every possible situation. The whole marketing strategy should be governed by this principle especially in this industry that customer data is the king of every possible marketing activity. Here are some example channels and activities you can use to collect data:
– Through the eshop
– Through Social media
– Through a Loyalty scheme program
– Through offline activities (VIP clubs with special discounts, exclusive events, food fairs, limited offers, sponsorships, trade shows)
– Through your customer care
Wait, wait, about what kind of data are you talking about?
Your question should have been different. The right question would be ‘’Which is the segmentation I want to achieve?’’. When you start gathering data at least, try to gather the following:
– Full name
– City, Country
– Products bought
– Checkout’s date and time
These data could worth a fortune or could be useless. Depends on how you will crunch and analyze them. Let’s dive in into some Business intelligence and see how can we take full advantage of those data. What if you also find:
– Each cities’ citizen average income
– Each countries’ citizen average income
– Historic weather data
– Weather forecasts from every respectful source
With the above data, we can rock the world. Would it be useful for you to know if a customer is a man or a woman, which age and if his income is bigger than the average? Would it be nice to know what kind of products he/she prefers, what time does he/she usually shop and mix them with weather forecasts and historic data to see if a campaign will focus on the online or offline sales activation? Just think of it. And then, let’s get the data rolling
P.S. Some of this stuff, can be easy peasy done with the segmentation tool Moosend is offering, trust me!
Wow, I love data! But which should be the great goal?
The great goal for a successful email marketing strategy for your grocery store is always a significant raise in year-to-year sales, but we both understand this is the easy answer. What will bring you sales is if you focus on the following short term goals in a daily basis:
– New customers
– Customer engagement and participation
– Customer loyalty
– Word of mouth
In any case, strategic goals are not more than words. What customer loyalty actually means for a grocery store? It means that people are visiting your store or e-shop and actually shop. Right above you can some interesting numbers that will help you shape an opinion about the average open and click rate in the industry. Either you will be above or below the average, it’s upon you.
Ok, ‘nough with the strategic stuff. Gimme some real tips!
Haha, I understand, apologies. You should know that, the tips are not always different, it’s the way you approach every one of them that changes. So, ok, let’s see some short tips you can start implementing today (with Moosend):
– Do not, under any circumstance, acquire emails their owners never agreed to give them. I warned you! Don’t accuse me if you end up in an ip blacklist.
– Always remember the unsubscribe button
– Be careful with hard bounces! One more reason to end up in a blacklist.
– Test and optimize, test and optimize all the time.
– Be careful with the day and time you are sending your emails. You can read some more tips about this topic here and check the graphs we have included for you.
This, fellow Marketers, was a really short and small analysis on what you should think before planning an effective Email campaign for a grocery store. As you may have understood, lots of the stuff you read, were not only related with email marketing and require a brave management that is ready to invest lot of time and resources towards this direction. But this is 2015 friends, bravery is not a nice to have anymore in the Business world.
If you enjoyed this post and are ready to start with your email marketing campaigns, you have download the whole infographic here. And as always, we would really love to see your feedback as a comment below. It would our pleasure to discuss further this wonderful topic. 🙂
Infographic: Email marketing strategy for grocery stores