The landscape for grocery is rapidly changing. As retailers struggle to adapt, supplier marketing teams are often left to find innovative ways to drive sales and strengthen loyalty on their own.
Everyone talks about how mobile data is extremely powerful for reaching retail shoppers — yet there's a lot of confusion about how to actually use it. Geofencing sometimes becomes just another word for targeting the general market around a store. Behavioral marketing gets reduced to placing an ad on a news site your audience might visit. This barely scratches the surface of what hyper-targeted media campaigns can and should deliver.
Here are three key grocery shoppers you need to win — and the breakthrough tactics to reach them.
1. The On-the-Go Grocery Shopper
Smaller trips and smaller baskets are the new reality for grocery. The stock-up trip isn't going away, but it's changing shape. Channel-specific marketers need to embrace the reality that shoppers shop around — they're not getting all their grocery needs met in one place.
Solution: Retarget Your Fresh Frequent-Flyers. Imagine following people home who have visited the fresh, meat, and produce sections of the store and showing them relevant ads for your brand. By leveraging our proprietary BrandLift database of in-store geofences, you can advertise specifically to customers who frequently visit these sections — while they're at home, at work, or on the go.
Solution: Engage Online Grocery Customers. Online grocery is increasingly a go-to for busy professionals and growing families. With our BrandLift platform, you can capture mobile IDs of everyone who visits the Online Grocery pickup areas at Walmart stores across the country — an audience that was previously unreachable.
2. The Entertainer With the Munchies
From frozen appetizers and desserts to snacks, there's a particular type of shopper with a sweet tooth and a love for good times. You need a targeted way to reach this audience while filtering out the rest.
Solution: Combine Behavioral Cues with In-Store Activity. With the BrandLift platform, you can retarget frequent visitors to key sections of the store — like the freezer and dairy section — and hone in on just those shoppers most attached to your brand or your competitor's brand. By combining behavioral data on customer brand preference, you can deliver a truly targeted geofencing campaign that no one else in your category can come close to matching.
3. The Household Essentials Shopper
Whether it's small fill-in trips for bath tissue and dish soap, or more complete stock-up visits to the household and cleaning sections, you have a captive audience waiting to be engaged.
Solution: Unlock Time and Place. Switching household products is all about a simple, compelling incentive delivered at the right moment. The beauty of stocking up on these items is that we can anticipate the cadence. Imagine an advertising platform that lets you run ads only to customers who visited the household paper section of a store in the last 30–60 days — giving you the power to predict when they're most likely building their lists and gearing up for the next stock-up trip.
There are many ways to combine frequency, recency, and location data, but this approach unlocks huge opportunities for your advertising campaigns.
