Swiftly enables retailers take back control over customer loyalty, in-store experience, and brand partnerships from 3rd-party delivery services.
This year, every business has felt the pain of inflation, as the U.S. hit the highest inflation rate in three decades. Worse than the rising cost of supermarket goods, labor, or transportation there is a cost that is unseen. The pandemic has led to a sudden surging demand for convenience, with a number of eager delivery startups partnering with retailers to capitalize on this trend. But are they good for grocery?
Over our four-part series, we’ve seen the exorbitant cost of convenience and what it holds for the future of retail. Are you ready to fight back?
This is how Swiftly will help brick-and-mortar retailers avoid getting out-maneuvered by Instacart and other third-party service providers.
Control the Loyalty.
When you partner with Instacart, customers use their platform. Sure, your grocery store’s logo is on the site, but so are the logos of all your direct competitors. Shoppers are making grocery lists, saving recipes, and searching for deals through Instacart’s platform. What’s more, recent acquisitions suggest Instacart is positioning itself to move into grocery stores with smart carts and open up “dark store” micro-fulfillment warehouses to service its couriers. Both of these moves make grocers dependent on — while simultaneously in competition with — Instacart.
That said, a recent Barclays survey suggests shopper loyalty toward Instacart may have dipped during the pandemic, while loyalty toward favorite grocers increased; 59% of respondents said using Instacart has no impact on their tendency to shop in-store with retailers—up from 32% in 2019. While time savings, ease, and convenience are obvious perks of using Instacart, respondents expressed concerns about the product quality and prices they get — particularly for fresh products like meat and produce.
Use this sentiment to your advantage by campaigning on quality through Swiftly’s connected digital platform, which allows you to:
- Personalize with a carousel of product recommendations in your app and on your website.
- Tailor mobile and on-site ads based on past purchase history, shopping lists, and browsing patterns.
- Increase basket size with real-time cross-sells and coupons applied using the cart calculator.
- Stay top-of-mind with push notifications that increase visits to the store and drive online sales.
This personalization and ease is what will build meaningful relationships with your shoppers and keep them coming back time and time again.
Control the Experience.
Customer experience issues are inevitable when grocers make the conscious decision to allow Instacart’s 700,000 full-service shoppers to mix and mingle with loyal customers in the aisles and checkout lanes. Sudden online demand that is disconnected from in-store inventory can lead to out-of-stock items for in-store shoppers and undesirable product substitutions for online shoppers, further marring the experience.
To maintain customer loyalty, grocers need control over their customer experience, which can be achieved by building a solution using Swiftly’s versatile platform to connect the entire shopping journey:
- Discover inspiration: When shoppers download your mobile app, they can discover inspiration through opt-in email communications, your social media posts, and push notifications. They can make lists, search recipes, or browse CPG brand deals and promotions with your fully branded interface. They can view loyalty member benefits and rewards directly from their mobile devices.
- Engage in-Store: When shoppers visit the store, they can find and discover new items of relevance to them through digital circulars, push notifications, and other fully customized app features of your choice. Use Swiftly’s technology to offer click-and-collect or in-store scanning and self-checkout that enables you to control the shopping experience with these newer delivery app startups.
- Maintain loyalty post-purchase: When customers interact with your platform, you’ll gather actionable data on what people are browsing for and buying. This data belongs solely to you — not to Swiftly and most certainly not to a competitor. You can use this information to develop retargeting campaigns, send out abandoned shopping cart reminders, let shoppers know when their favorite products go on sale, or develop in-store promotions your guests are sure to love. With a Swiftly-powered mobile app, you can manage product selection, pricing, loyalty programs, and customer experience.
In the past, rudimentary mobile apps were viewed as a tool for delivering digital coupons to shoppers. Swiftly’s unified retailer platform goes further: it engages consumers every step of the way, driving conversions and increasing basket size. In addition to promoting your retail brand through a custom-built app, we connect you with on-site media so you can advertise the same promotions on your website homepage, influence weekly ad readers, change your website up for a seasonal push, and dominate specific product categories your current campaigns are focusing on.
Presently, 90% of consumers expect retailers to have a unified omnichannel marketing strategy, tailored to their preferences. Part of owning the customer experience will be to offer just that. Best of all, this strategy pays off, as omni-channel campaigns have an 18.96% engagement rate, compared to single channel campaigns’ 5.4% engagement rate.
Control the Data.
Instacart captures an amazing amount of information. As they explain themselves: “With aggregated data from millions of receipts, we can understand how things are bought, recognize different shopping missions, basket affinities, and basket penetration.” Instacart uploads more data points than the whole world tweets in a day. They see which customers are making one-time purchases and which are brand-loyal. They look at the price, name, location, UPC, and SKU codes of the products shoppers purchase. They assess the nutritional information, seasonality, and dietary labels of each item, and consider location-specific variables.
Access to customer trends not only helps stores like yours make decisions about what to promote and stock, but it also becomes a leveraging tool for partnerships with the CPG brands they carry. In the same way Amazon personalizes its homepage for each individual customer, so must you personalize your in-store and online app experiences for your unique shoppers. Everybody wins with collaboration between retailers and the brands they carry. Retailers drive more sales when they deliver customized promotions, curated product assortments, and discounts to their customers. Brands sell more when they are able to reach out through retail media networks to target shoppers in-store, at the point of purchase. The ROI is so compelling, brands are willing to offer sweet promotional deals and support services in exchange for access to more retail sales data. In order to have this leverage, retailers must retain control over their online and in-store data, without giving it away to Instacart and the like.
When you build your retail platform using Swiftly’s platform, you can capture closed-loop reporting of key metrics, such as:
- Coupon clip rates
- Sales In Store, Online and In App
- Post-campaign analysis
- Real-time optimizations based on performance
Avoid Paying the High Cost of Convenience by taking control.
Contact Swiftly to learn how you can build your own retail platform & retail media network, with analytics and closed-loop reporting built in.
Now you can leverage your own customer relationships and data to own the shopping experience, creating loyalty and lasting value.
One Platform. One Experience.
Our platform connects retailers and brands to more customers where is matters most - in-app and in-store to drive sales.
Contact us to learn more.