As Machine Learning has become more accessible, more retailers are leaning towards adopting it for customer acquisition. The same is also true about online grocery retailers who are trying to strengthen their relationship with customers using AI and ML. AI uses personalization and other tools to provide better experiences to customers.
How are online grocery retailers leveraging AI?
Hyper personalization: Long and never-ending product lists are fast getting replaced by personalized offers to entice customers into buying more. Online retailers are bidding to meet customer expectations in unique ways by making the customer experience better. Not only products but product recommendations need to be in tandem with the requirements of the customers, even before they know they want a particular product.
AI steps in here by offering experiences customized to individual consumers rather than a discount or offer available to all. This is done on the basis of what products an individual is most likely to buy. It is a win-win as the customer gets gratification, the retailer strengthens the bond with customers, and also records an increase in sales.
ML for personalization: For online retail AI relies on ML algorithms trained with behavioral data to understand customer requirements in a better way. E-commerce players can use this data for personalized product recommendations to customers and present customers with a user-oriented shopping experience. This goes over and above just selling a product.
Diderot effect for AI in online retail: Have you noticed how online e-commerce stores gently nudge you towards a container to go with the new pasta packet you just bought or cooking oil spray to go with the potatoes you just purchased? This is what is referred to as the Diderot effect which is defined as follows – obtaining a new possession often creates a spiral of consumption which leads you to acquire more new things. It is basically an impulse buy on the part of the customer.
Though this kind of selling is well-known to marketers in the physical retail space, in e-commerce, such behaviour can be brought about by personalization which is done by analyzing clicks and purchase history or searches of the users. These are then used to make not only relevant but near-apt products which are almost certainly bought by them.
Besides other tools for personalization towards the goal of customer acquisition include email marketing customized for each customer, welcome texts which are personalized, e-shop navigation according to customer visit history, chatbots etc. Based on the recent survey carried out by Information Resources Inc., more than 52% of online shoppers normally select their favorite grocery store considering the store that offers quality item at lowest prices.
Nevertheless, based on the prevalence of stores like whole food stores and others, it is quite obvious that people are usually ready to spend little more extra when they are paying for not just food but impressive shopping experience. Majorities of online shoppers usually move to the store that is not just providing them not just with what they need in the store but also make them feel belonging.
Also, doing all you can to make the customers feel personal relationship which will make grocery shopping an easy and simple thing to do at any point in time. Customers will not see shopping as a chore anymore when you offer them an iPhone or Android shopping app that will make it easy for them to get your ads, coupons, and everything they need, just with a tap on their Smartphone and website.
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