Since the start of the pandemic, many customers have been limiting their grocery shopping to fewer retailers. As a result, it’s more cost-effective for most co-ops to focus sales growth strategies on increasing sales to current shoppers and owners and incentivizing lapsed owners to return. Success can be measured by maintaining transaction counts, maintaining percentage of sales to owners and increasing average basket size (even higher than the elevated 2020 levels thus far).

Focus on value

While many promotional and social events may be cancelled, the deals must go on! In addition to the required Co+op Deals and Co+op Basics visibility, be sure to offer deals on fresh produce, meats, cheeses and beer/wine, often branded as Fresh Deals. Now is the time to utilize all the marketing assets for these programs: window posters, social media tiles, digital flyers, endcap headers and monitor displays. Our guide to serving the budget-conscious shopper may also help.

Encourage stocking up

More shoppers are willing to purchase large package sizes to stock up their pantries and reduce grocery trips. Those who can are buying more family-size packages, cases and bulk bags of non-perishables. In addition to offering special orders, merchandise full cases of commonly used pantry goods on the bottom shelves of endcaps, where bulk scoops bins used to be (if they have been removed), or in case stacks.

Facilitate affordable indulgences

Even during recessions, sales of affordable indulgences remain strong. Sweet treats are a natural choice, such as pints of premium ice cream or a favorite cold brew coffee. And don’t forget about the kids! Freezer pops, s’mores ingredients and little toys or games are easy to throw in the cart. Use mobile freezers or ice tables to display these impulse items near the checkout or other “pause points.”

Help shoppers plan ahead

Studies show that 32% of shoppers are spending less time in their grocery stores and want to shop as efficiently as possible (Supermarket News). Help your shoppers plan ahead making information easily available via the website, social media and emails.

• Give sale flyers prominent placement on website, emails and social media. Use the Adviewer link for your Co+op Deals flyer to allow shoppers to make a list directly from the flyer!
• Update prepared foods menus and share a calendar of meals available for takeout.
• Share when highly in-demand items are back in stock (sanitizers, yeast, sodas).
• Highlight new and exciting products.
• Share recipes that provide practical solutions for common pandemic challenges (pantry cooking or convenience meals).

Host a self-care promotional event

Consider a themed week filled with savings on body care products, tips for DIY spa treatments and in-store (prepackaged) samples. Spread the event over a week to prevent crowds and share themed content throughout the week via social media and email. Consider a mailed postcard and coupon to support this type of event.

Recover lost owners

Some owners may be more loyal to the co-op at this time, but 40% of shoppers have reduced the number of different stores they visit (Supermarket News). Use your POS system or owner database to pull a report on the owners who have not shopped since March 2020. Then, use owner email or mailing addresses to reach out to these folks. The goal is to alleviate the most common concerns and give them a reason to return. Right now, the most common concerns are:

• Is the store clean and using safety measures (e.g., masks and social distancing)? (70% fear becoming ill.)
• Are products in stock? (57% were concerned with out of stocks.)
• Are products affordable? (38% were concerned with rising prices.)
• Can I shop quickly? (32% want to shop as efficiently as possible.)

Include a coupon to entice shoppers to return (at least 10% off and can require a purchase approximately equal to the average owner basket size).

Reward owner loyalty

How about giving owners a little surprise offer? No matter what the reward, announce it to owners by email or mail, so that they can plan ahead to shop. Consider the following as one-time owner rewards:

• Owners save an extra 10% off Co+op Deals for one week.
• Owners get a free gift when they shop in a particular week/month.
• Owners give back! The co-op will donate $X to the local food shelf for each owner who shops in a particular week/month.
• Owners earn double/triple points when they shop in a particular week.

Make celebrations and holidays special

People still need to celebrate special days and break up the monotony. Merchandise and advertise celebration-worthy product combinations at appropriate times, such as affordably priced whole cakes and pies, steaks and roasts, exceptional cheeses and beer and wine For extra impact, provide a complete meal solution at a great price point and add a bonus free gift, (e.g., Italian dinner date: buy the pasta, sauce, wine and tiramisu for two and get a free flower bouquet or candles).  

Give shoppers a break from cooking

With constantly changing rules around restaurants, takeout and salad bars, shoppers need to be reminded of what you offer. Reassure shoppers that they can grab affordable, ready-made meals when they shop, and offer promotions that encourage them to give them a try. A $5 Community Dinner can transform into $5 Takeout Night. If offering curbside or delivery, include these prepared foods offerings on that platform. Shoppers love the convenience of being able to bundle a dinner order with a grocery order!

Find more tips and ideas in the Marketing in a Pandemic Tip Sheets PDF on the Marketing and Communications COVID-19 Resources page on ncg.coop.