Category managers at legacy grocery retailers are flipping out over the rapid customer adoption of the new digital App Flip Flipp.com. To say that it is creating a heightened level of consternation in the C-suites of legacy grocery stores may just be an understatement according to Foodservice Solutions® Grocerant Guru®.
One thing is clear AmazonFresh is the digital leader in grocery list delivery today. Compared to AmazonFresh all other food retailers are just beginning to roll out digital platforms many with third party companies, some with click and collect at the store other offer delivery. None match the service, quality, and speed of service offered by AmazonFresh. Thus there is cause for concern about Flipp as customer adoption leaves them one step back once again.
Now there is a new Hand Held Digital Marketing App called Flipp that is causing even greater concern for legacy grocery store category managers than AmazonFresh is coast to coast. What Flip does is exploit the weakness at the core category management that is Price, Placement, and Transparency (or lack of transparency in the case of the consumer).
Consumer adoption of Flipp is simple, consumers they save both time and money. Flipp makes shopping easy they scan advertised sales at over two hundred retailers finding the consumer the best price the product they place on their grocery list. Thus the era of the ‘lost leader’ might be dimming.
Let’s look at some facts on why this is happening now. Based on data from 1,000 shoppers who have bought groceries in the last 24 hours, plus data from shopper journey studies collected over the past six years:
1. 47% of Digital Natives look for product recommendations and suggestions before buying (vs. 31% of older . generations)
2. 57% love to be the first to know about new products (vs. 42% of older generations)
3. 64% like to browse aisles to discover new products (vs. 55% of older generations)
The case for grocerant food merchant’s vs corporate category managers is beginning to take root. Old category models are beginning to be discarded. Hand Held Digital marketing elevates the need for transparency and grocerant niche fresh prepared food merchants.
Invite Foodservice Solutions® to complete a grocerant program assessment, Grocerant ScoreCard. For brand, or product placement assistance our Grocerant Guru® has the skill-set you are looking for. Since 1991 www.FoodserviceSolutions.us of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869