How Grocers Use Contextual Commerce


As the past year accelerated digital shiftAs consumers spend more time online and get used to seamless digital experiences, supermarkets and grocery stores are urged to meet consumers on the channels they frequent. By approaching retail in a contextual manner rather than thinking about buying behavior as if shopping happened in a vacuum removed from other aspects of consumer life, they can integrate their brands into shoppers’ daily routines.

For example, Walmart, Target, Kroger and Whole Foods have added voice ordering capabilities through consumers’ smart speakers Progressive Grocer. The former three allow consumers to order groceries through their Google Assistant devices, while the latter allow ordering through Alexa. The ease of ordering through these channels versus the awkwardness of navigating even the most thoughtful websites and apps can encourage consumers to both adopt the ordering method and order more frequently than through traditional e-commerce channels. In fact, consumer spending on voice mail is estimated to total $ 40 billion by 2022, a 20-fold increase from the station’s 2017 level. This emerges from a report by OC&C strategy consultant.

Another implementation of contextual trading is the “Buy button, “The branded checkout button on a merchant’s website that allows consumers to pay faster for something they want to buy online. According to PYMNTS February 2021 Buy Button Report: Optimizing Payment Choices for Digital First Consumers“Buy buttons in 2020 emerged as an industry-wide rebuke for the relentless strain on a fuel economy: Faster checkout times and simple, secure payment processes have helped fuel e-commerce futures for retailers on and off Wall Street.”

The Buy Button Report surveys over 800 companies in 17 categories found The proportion of retailers who integrate purchase buttons rose to 76 percent in 2020, an all-time high. The report also found that the average checkout time when shoppers used the buy button was far shorter than it was then, 99 seconds versus 176 seconds.

These buy buttons aren’t limited to grocer’s online stores. Integrating buy buttons with other e-locations that consumers use frequently offers more opportunities to increase sales. Walmart, for example, capitalizes on the desire of home-bound consumers for high quality, entertaining content Cookshop series, created in collaboration with video tech companies Eko. The series offers recipe videos with interactive shopping functions that guide consumers smoothly on the shopping journey. The “Shop This Episode” button, which allows consumers to add all of the ingredients from the video to their shopping cart with two clicks, provides a seamless shopping experience that is built into the consumers’ content viewing routine.

In view of the interconnected shopping habits and cooking habits of consumers, the marketing solutions provider is indeed chicory has created a complete platform from this type of recipe-to-retail integration that works with major supermarket chains and consumer goods companies (CPG) to target consumers in more effective contexts. As the head of the company and co-founder, Yuni Sameshima wrote in Forbes, “Already in 2015 was a Google consumer survey Out of 400+ millennials found that 40% choose a particular brand to include in a recipe because they believe it gives a unique flavor. In other words, recipes – including digital recipes – can be used to discover new products, decide what to buy, and inform shopping lists. “

Accordingly, targeted advertisements on recipe pages as well as retail integrations such as the “Buy Now” and “Get Ingredients” buttons can make these recipes an extension of a grocer’s online store. Chicory too recommends Co-branding with content creators. Nick Minnick, Director of Retailer Development, suggests, “Brands can demonstrate that they are empowering their retailer partners by collaboratively creating and branding custom content to live on retail and / or branded sites, and then improving shoppability.”

In order for food companies to keep up with consumers spending less time on Main Street and more time on their internet-enabled devices, they need to get involved in these online routines. As Karen Webster pointed out“Businesses understand that having meaningful and long-lasting relationships with consumers means that their business is conducted in ‘consumer time’. Therefore, the next time “On Demand” is developed, innovators will enable commerce at a time that is convenient for the consumer. in new places that are too. “

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About the study: U.S. consumers see cryptocurrency as more than just a store of value: 46 million plan to use it to make payments for everything from financial services to groceries. In the Cryptocurrency Payments Report, PYMNTS surveyed 8,008 US cryptocurrency users and non-users to investigate how they would like to use Crypto for purchases, which Crypto they would like to use – and how merchant acceptance can affect merchant choice and consumer spending .


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