What matters to customers: An insight-driven look

What matters to customers: An insight-driven look

Customer centricity today is defined by anticipating the quickly evolving needs of your most important customers and designing a roadmap for growth that addresses those needs. 84.51° recently brought together thought leaders in a symposium to uncover actionable insights and strategies for enabling the types of proactive customer experiences that are the hallmark of customer-centric companies. Here are highlights of the topics and perspectives that were discussed.

Moments that matter

In 2023, we conducted qualitative and quantitative research to uncover moments in the grocery shopping experience that are most important to customers. Our research found that for many shoppers, list building and trip planning are important first steps. Nearly three out of four shoppers (74%) create a grocery list, paper or digital, before entering a store.

List making includes:

• Reviewing retailer apps and/or circulars and emails/texts for deals

• Ongoing assessment of needs

• Pantry checks

And when it comes to selecting a retailer, the top three drivers are general prices on products (75%), sales, promotions, coupons (71%) and store location (70%).

The human element

A common theme that emerged in a panel discussion with Kroger customers was the importance of the human element, even as shopping moves towards digital and automated experiences. Despite the convenience of mobile apps and websites, customers still yearn for that human connection when visiting stores. As the panelists attested, interacting with “knowledgeable, friendly and helpful” store associates created a “positive experience.” Retailers cannot overlook the value that personable associates bring in building customer loyalty and trust. Nigel Henry, global operations director at Yum! Brands, echoed this theme at his own presentation, noting “customer centricity is inextricably linked to team member centricity.”

Interconnected macro trends shaping retail

Panelists discussed several macro trends and their impact on consumers and the grocery retail industry. Those macro trends include both retail trends shaping customer expectations when shopping and environmental drivers impacting the population as a whole. Examples include:

Economic bifurcation – A growing gap between higher and lower income shoppers is leading to demand for both premium and discounted offerings.

An evolving workforce – Retail employees require more advanced technology, tools and training to provide excellent service to tech-savvy customers.

Technology acceleration – Innovation in areas like AI, AR/VR and IoT are creating opportunities for more personalized, seamless shopping.Andrew Cron, senior vice president and chief scientist at 84.51°, and Maria Arand, director, customer strategy at 84.51°, commented on the importance of data and customer trust as underlying themes. “When I think about where these trends intersect, it’s about data,” said Cron. “Going forward it’s going to be exciting and more complicated because on one hand, companies will need more data than ever to enable these experiences. On the other hand, people are more concerned about their data.” Arand agreed, noting that “customers need to see value in what they’re getting back.”

Ultimately, keeping the customer at the core means building and maintaining trusted relationships, understanding the moments that matter to customers and delivering value and convenience.