How Can Supermarket Go Omnichannel? Omnichannel for Supermarket
Nearly 3,000 adults responded to a recent survey stating that technology have made them impatient in shopping now than they were three years ago and that they will be even more so in the future. How do you satisfy your customers in today’s instant gratification era? As the name implies, “omnichannel” means being available across all channels, wherever your customers are! On-call delivery or online orders were first offered by local supermarkets. But supermarket chains & hypermarket brands are taking omnichannel to the next level & let’s understand how!
A New Dimension to Omnichannel Mode
From suppliers to consumers, supermarket brands have a complete supply chain. To run an efficient brand, the complete value chain must be in place. In order for these supermarkets & hypermarkets to go omnichannel, there can be multiple touchpoints for the end consumer. For example, applications, websites, and stores for mobile devices. The value proposition can be made unique once you have all of these touchpoints in place. We shall discuss with you a couple of ways in which a supermarket can embrace omnichannel!
#1: The store has a display kiosk where customers can check out the brand-new products, order and pay, and have the products delivered to their homes at a convenient time and date. These instances allow the customer to get a feel for the product without picking it up, queueing at the billing, or carrying it home. Direct deliveries from their favorite supermarket can be picked up at home!
#2: Orders from a mobile app & picks up in-store. If the customer passes by the store or works nearby, they can place the order online & save time picking, queueing at billing, etc. They can walk into the store, pick up their bags, and leave when their order is ready.
#3: The most convenient way to shop omnichannel is to order on an app/website and receive the delivery at home. E-commerce offers the advantage of saving time. Customers can order anything they want, including groceries. E-shops are open 24/7/365, so you can shop whenever you want. evening or night.
How Supermarkets can Adopt the ‘Dark Store’ Model ?
Now let’s take a look at how the backend works. A brand with a store in a specific area/pin code can offer delivery directly from their supermarket. But what about those areas or zip codes without supermarkets or hypermarkets. Do they deliver these pin codes? There’s no doubt about it! These pin codes are delivered through a concept called “Dark Stores”.
A dark store is a micro fulfillment center located in a dense residential or commercial neighborhood. As fulfillment centers from where last-mile deliveries are made, these dark stores are not open to the public. Supermarkets can adopt this model by following these steps. A robust mobile app that updates inventory in real-time is essential for successfully running a dark store. You need to separate your fast-movers and eliminate bulky and time-consuming products.
Companies that run dark stores strive to deliver products as quickly as possible. The omnichannel circle cannot be completed without efficient last-mile deliveries, either through your own fleet or third-party logistics vendors. Once you have a robust IT system in place at your back end, the next step is to convince customers to download the mobile app. It is possible for supermarket chains to promote the mobile app to their existing customers by offering discount coupons, loyalty programs, and loyalty programs. You can be omnipresent by using these methods!
The Takeaway Tip
Add a “Subscription” model to your mobile app, so that customers can choose the grocery basics that they need every month, and we can deliver them on a fixed date and time. This will increase your recurring revenue from customers. If you are a supermarket chain that wishes to be omnichannel, or if you wish to start a dark store, you can reach out to us. An expert in retail & eCommerce can surely help.
YRC, Your Retail Coach, is a reputed multidisciplinary consultancy agency with over 11 years of experience helping retail and e-commerce businesses establish themselves as a brand. As a cross-channel company, we strive to help our clients grow sustainably. Check out our blogs to learn more about online marketplaces, retail, and e-commerce.
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