Tuesday, February 2, 2021

Foodservice Marketing Favors Grocery Stores over Restaurants


Grocery Stores have been ignoring customer preferences for years, filling shelves with items referred by a paid slotting fee, not customer personal preference according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Restaurants over the past 30 years, today there are 29 restaurants for every grocery store.  Grocers have been winning customer from the grocery sector in large part because they utilize interactive participatory food marketing inside the restaurants.  Then they were the first to hone in on technology specifically Apps and skillfully culled interactive participatory attributes to complement their brands messaging.

The pace of customer migration may have slowed during the pandemic, and grocers just might have found the right answer; in-store interactive participatory food marketing via digital advertising network Grocery TV.

Grocery TV has expanded to more than 1,500 stores nationwide. With a 50% growth rate in the past seven months and an increasing number of retail and advertising partners, the company said that it expects to be in 3,600 stores by the end of 2021.

Marlow Nickell, co-founder and CEO of Austin, Texas-based Grocery TV  stated, “Reaching 1,500 stores has been a very proud moment for our team,”… “This year, we’ve made strides both internally with new hires, and externally through our partnerships with brands and retailers across the country. We look forward to further developing our platform’s capabilities and exploring our unique role within retail media.”

Since completing its first installation in 2017, the company has teamed with nearly every major grocery wholesaler in the country, among them UNFI and SpartanNash. Grocery TV’s retail partners use the marketing platform that is interactive participatory connecting, with customers in real time, in the store, driving incremental sales.

So, get this, client partners also employ Grocery TV's built-in AI-powered merchandising capabilities to monitor shelves for missing or out-of-stock products. To be more accessible to brands amid its expansion, Grocery TV integrated its video advertising network with such programmatic partners as Vistar, Ubimo and Place Exchange. Over the past year, Grocery TV grew to more than 7,600 displays and reached 17.6 million-plus people.

Grocery TV’s web platform enables both brands and retailers to see how their products and advertising campaigns are performing in stores. Grocery TV is working now, but just how long of an advantage will grocery stores have?  Will Grocery TV evolve to place more units in chain restaurants?  We think so, and we know just how to leverage interactive participatory food marketing to drive a competitive advantage. 

Grocery TV’s network operates under Popspots, an Austin-based retail technology company founded in 2016. So, if you are a C-store, Chain Restaurant, or Grocery store it just may be time for you to dial-in.

Looking for success clues of your own? Foodservice Solutions® specializes in outsourced food marketing and business development ideations. We can help you identify, quantify and qualify additional food retail segment opportunities, technology, or a new menu product segment.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter

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