{"id":3645,"date":"2021-10-20T09:45:11","date_gmt":"2021-10-20T14:45:11","guid":{"rendered":"https:\/\/davidgruehn.com\/?p=3645"},"modified":"2022-03-22T22:56:57","modified_gmt":"2022-03-23T03:56:57","slug":"every-customer-is-a-premium-shopper","status":"publish","type":"post","link":"https:\/\/davidgruehn.com\/index.php\/2021\/10\/20\/every-customer-is-a-premium-shopper\/","title":{"rendered":"Every Customer Is a Premium Shopper"},"content":{"rendered":"\t\t
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People may be using digital means to get their food shopping done and visiting the store less; however, they still want to be known, acknowledged, and treated like a premium shopper.<\/p>

Wherever Customers Are, That\u2019s the Channel that Matters<\/h2>

Think about everything that happened during the rise of internet mobility and social networks, supply chain booms and bust, globalization of food inventory \u2014 and a global pandemic to boot. People have dramatically changed their shopping behaviors and preferences. But one thing that has never changed and never will: the core principle of selling the right products to customers, when and where they want them.
From our perspective, customer-adaptive retailing is a higher order of evolution for the customer experience. It captures interactions across an increasingly diversified omnichannel environment into a single adaptive focus on the customer. By shifting away from legacy thinking around retail channels, grocers can now fully embrace a focus on the only channel that matters \u2013 the customer channel. https:\/\/risnews.com\/sap-the-customer-channel<\/a><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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How to Reach Each Customer<\/h2>

Looking at the trajectory of customer experience maturity over the last 20 years, food retailers have adopted a broad spectrum of business models to expand their customer reach. For example, they\u2019ve gone from adopting a multichannel approach to touch more customers across the internet to providing in-store and e-commerce experiences that are very transactional and product-focused. Now, as brick-and-mortar store traffic continues to decline, all these channels need to be combined into a seamless omnichannel experience that stays consistently focused on individual customers with unique expectations.
While most grocers have always put the customer at the center of their business, customer-adaptive retailing is challenging them to embrace the highly digitalized lifestyles of their shoppers. Customers have clearly evolved \u2013 not just millennials and Gen Zers, but baby boomers and Gen Xers too. They\u2019re more confident, informed, aware, and connected than at any time in our history.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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How to Leverage Customer-Adaptive Retailing<\/h2>

Customers have adapted \u2013 even my octogenarian relatives who realize how much easier food shopping can be when they don\u2019t have to walk around a store to get what they want. Now, it\u2019s up to retailers to acknowledge it and evolve with them.
However, customer-adaptive retailing is not a one-and-done shift. It\u2019s a journey that stretches across five fundamental pillars:<\/p>

1.\u00a0Single view of the business<\/b>: Integrate the entire application landscape to provide all the information and insights needed to run the business \u2013 end to end, enterprise-wide.
2.\u00a0Customer trust:<\/b> Leverage your customer data to create an environment that allows shoppers to trust the retail brand while keeping their information secure from bad actors.
3.\u00a0Personalization:<\/b> Address the individual customer by knowing what they want, prefer, and expect and offering solutions that satisfy them.
4.\u00a0Unified commerce<\/b>: Connect interactions in the store, on e-commerce sites, and many other channels into one smooth experience.
5.\u00a0Digital supply chain<\/b>: Know when and where inventory is needed and deliver it at the right time \u2013 all while optimizing margins and profitability.<\/p>

The journey may be unique for each grocer, but customer-adaptive retailing always touches all aspects of the grocery business. From HR, finance, and operations to supply chain, marketing, sales, and service, the whole organization can work together as a cohesive network satisfying and creating a \u201ccustomer for life\u201d from every individual customer.
But to be successful, retailers need a digital foundation that allows them to evolve their business processes at an as fast pace \u2013 if not faster \u2013 as their customers\u2019 personal transformation. Plus, they need the technology that can help ensure employees across all roles have the insight to weigh decisions based on what\u2019s best for the customers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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A Transformational Journey, Long Overdue<\/h2>

During the pandemic, food retailers quickly learned that falling behind really means that they\u2019re not serving their customers. From empty shelves to supply chain gaps, all these events occurred because customers rapidly changed. Simply put, grocers and their suppliers couldn\u2019t keep up.
So here\u2019s the good news: food retailers are thinking differently, and they are creating a perfect gateway for establishing closer relationships with customers across every touch point. And that includes predictive, hyper personalized, and relevant experiences \u2013 whatever it takes to provide an adaptive and personalized customer experience.<\/p>

Originally posted in: The RobinReport<\/em><\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Retail’s facing a massive transformation that will change how food retailers grow, consolidate, and defend their market position for decades to come. There\u2019s so much opportunity in being a customer-adaptive retailer. And perhaps the most important advantage is the ability to establish a personal relationship with customers based on trust, choice, and perceived value, not store presence.<\/p>\n","protected":false},"author":1,"featured_media":3648,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[319],"tags":[323,118,25,447,508,506,329,507],"class_list":["post-3645","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-customer-adaptive-retailing","tag-customer-centricity","tag-customer-experience","tag-customer-trust","tag-digital-supply-chain","tag-personalization","tag-the-customer-channel","tag-unified-commerce"],"yoast_head":"\nEvery Customer Is a Premium Shopper - DwG Retail<\/title>\n<meta name=\"description\" content=\"Retail's facing a massive transformation that will change how food retailers grow, consolidate, and defend their market position for decades to come. 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