Daily Insights

It’s All in the (Digital) Details

By: Alizah Asif Farooqi | Feb 06, 2019

With its maze of aisles and myriad of products, there’s no denying the grocery store can be a daunting destination. Kroger is making an effort to assuage this with new digital shelf tags that tell customers the price, nutrition facts, and related coupons in a technology top-up that will eventually connect to customers’ smartphones, highlight products on their shopping lists as they walk down aisles, and help suss out dietary and/or allergy restricted items for each shopper. Here’s how the seemingly small digital detail could help communicate with customers on a jumbo level.

Expiration date, nutrition facts, and ingredients constitute the top three pieces of information consumers consider when deciding to purchase a particular food or beverage. Though these pieces of information are key to enabling conversion, only 74% of brands studied in Gartner L2’s Digital IQ Index: Grocery feature product pages with ingredients. While Amazon, H-E-B, and Walmart make efforts in product page sophistication, displaying nutrition facts and ingredients and enabling easy purchase decisions, Kroger fails to consistently incorporate this information. The grocer’s new shelf tags can fill this void, further bolstering trust and transparency with the consumer.

Nearly 40% of grocery shoppers clip paper coupons, but most shoppers indicate that digital coupons offer more convenience. As such, 29% of desktop page views on Kroger’s site are accounted for by pages highlighting product discounts, like coupon pages and weekly circulars. On the Kroger mobile site, the share of page views attributed to discount offers and content is even higher at 47%, indicating the importance of discounts to in-store shoppers. The brand’s new paperless coupons could speak to the customer’s concern for discounts in a seamless and efficient way.

This isn’t the first time Kroger has made efforts to connect offline with online experiences. The label’s mobile app allows shoppers to scan items for easy grocery list building and indicates the aisle locations of products to enhance the in-store shopping experience. Kroger facilitates seamless translation of coupons between desktop and mobile too, allowing customers to add coupons with one click on the desktop site and see them upon navigating to the mobile site. But digital shelf tags might just be the cream of the crop when it comes to innovation for the brand, since they could not only free consumers from the shackles of having to research products and discounts themselves, but also save time for store employees who would otherwise have to spend time changing prices by hand.

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