The Holy Grail for Grocers

How New Mover Marketing Generates Loyal Customers

With so many options, retail marketing has taken on an entirely consumer-centric approach to sales and has created a battleground for businesses, particularly when it comes to courting and retaining loyal customers.

With so many brands and products to choose from, a campaign to develop a loyal customer base is the primary objective of many businesses.

This is particularly true for grocers, where a single loyal customer shopping for a family of four can equate to thousands of dollars per year in consistent revenue, year after year. Throughout this blog, we’ll discuss the age of consumerism, how new mover marketing acquires loyal customers, and why it’s a tool one should be careful not to overlook.

The Age of Consumerism

When we say “The Age of Consumerism,” we’re referring to the current trend in retail sales that caters to the consumer before the business. The competition is fierce – particularly in our digital world – and consumers are expecting choices (lots of them), all coming from the same retailer.

It makes sense – this is more or less that natural progression that gave rise to grocery stores in the first place, largely doing away with consumers visiting the dairy, the butcher, the bakery, etc.

The key takeaway is that consumers are expecting options – not just in terms of products, but also in terms of accessibility, technology and delivery – and there are plenty of grocers delivering, particularly when we look to retail ecosystems, like Amazon’s purchase of Whole Foods.

New Mover Campaigns to Better Target Consumers

A great example of a campaign designed to acquire and retain new loyal customers is our new mover product – SmartMove. It relies on three core elements – targeted outreach, personalization, physical and digital integration.

There’s little more reassuring than going into a stressful event – a first day at a new school, a new job, moving into a new neighborhood – and being greeted by someone instantly and warmly. One of the best ways to develop loyal customers is to simply introduce yourself to new consumers just entering your market.

Let’s look to our SmartMove campaigns.

In our SmartMove campaign, the first step in creating loyal customers focuses on digital methods like geofencing for precision targeting of new movers, then we use variable-data to create advanced personalization campaigns, creating an immediate connection with potential customers.

The next step in creating loyal customers is courting and retention. Reaching out to new movers is good, but reaching out to new movers with attractive offers is even better. Better still? Reaching out in both physical and digital mediums, seamlessly integrating multiple channels to optimize their shopping experience.

Benefits of SmartMove

So now that we’ve gone over the strategy of SmartMove, let’s look to its benefits.

The first benefit is a jump on the competition. In order to effectively compete for business where consumers have nearly unlimited options all offering a similar variety of choices, one of the few concrete advantages a grocer can have in customer acquisition is getting to those potential customers first. Using geofencing and proactive outreach, SmartMove makes this possible.

The second benefit is the level of connectivity SmartMove affords to grocers looking to court new movers. With advanced personalization techniques, coupled with attractive offerings via digital and direct mail outreach, SmartMove allows you to build the connections you need to gain new, loyal customers.

Want to explore the Strata’s systems for creating and retaining loyal customers? Contact us to see how SmartMove can make a difference for your business today. 

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