Grocery Buyers. Oh eternal mystery. We all do it. But who understands it.
Mi9 have just brought out a new piece of research on the Modern Grocery Buyer and I loved some of the examples they showed to illustrate the blurring of digital and physical that is defining the future of grocery purchase.
12% of consumers are still searching for recipes in store. So what if your digital shopping trolley gave you recipe suggestions as you cruised around the store?
Hellman’s have already done it. In Brazil.
In the supermarket space, Tesco’s seem to be leading the way. What if consumers could scan their groceries as they go through the supermarket? What if facial recognition technology could help identify when the broccoli needs refilling? What about digitising shelf edge labels? Donn’t worry. Tesco’s are onto it. And more besides.
My personal challenge: extend every FMCG idea in store digitally. Possible?