Two of the biggest challenges facing grocery retail in 2018 will be millennials and mindfulness. With unlimited technology literally sitting in most customers pockets, mindfulness is going to be one of the biggest trends in 2018. Pew Research Center has predicted that millennials will surpass baby boomers as the largest living adult generation in 2019. This is changing the landscape of how grocery stores market themselves and do business. Price and quality are very comparable nowadays and millennials look to support causes when they shop. Visibility into the practices of businesses is the clearest it has ever been, so customers (mainly millennials) are now holding stores and companies accountable socially and ethically. 80% of consumers believe that businesses must play a role in addressing societal issues. So what does this all mean for grocery stores? Two words: Cause Marketing. What is cause marketing? Cause marketing is when a company partners with a charitable organization to address a social or environmental problem. 91% of Americans want more products to support causes. So what can you do? AWG has the partner…
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Be a good neighbor
Price and selection aren’t the only ways to attract customers to your stores. It is also important to be a quality members of the community. There are plenty of things to handle each day and community outreach is easy to shove down the list as other things pop up. However, don’t sacrifice the important for the immediate. Apples for the Students and Making Change are two programs offered by AWG to give retailers an opportunity to impact their communities. Apples has shoppers turn in their receipts to their school to raise money for classroom supplies. Making Change allows customers to donate money to local causes at your registers. Both programs are easy to start and maintain. Not only that, but they are a great opportunity to show how you are involved in community. You think big national chains take the time to support local causes? Take advantage and show how much your store cares for its neighbors.
Cause Marketing: A Savvy Business Strategy
It is no secret that consumers expect retailers and brands to support social and environmental issues. When making purchasing decisions, U.S. consumers consider businesses’ involvement in social issues as a differentiating factor. The 2013 Cone Communications Social Impact Study is the latest in Cone’s 20-year analysis of Americans’attitudes, perceptions and behaviors around corporate support of social and environmental issues. Here are a few facts to consider: 93% of U.S. consumers say that when a company supports a cause, they have a more positive image of the company (up from 85% in 2010 and 84% in 1993). 90% of Americans say they would be more loyal to companies that back causes. 89% of consumers would switch brands to one that is associated with a good cause, given similar price and quality. – 2013 Cone Communications Social Impact Study Cause remains an undeniable consumer demand and a savvy business strategy. Cause marketing helps to increase sales and improve customer loyalty. When it comes to supporting a cause or issue that is important to the community, AWG retailers have multiple options. APPLES FOR THE…