Consumers who are waiting for their groceries are on the clock. They head to the reversed parking spot waiting for an associate pushing a shopping cart filled with products.
Marketing this could be seen with the store associate smiling as a happy customer awaits.
The perk of curbside delivery is that your grocery shopping is done 'without the grocery shopping'.
As supermarkets work closely with grocery delivery companies, it is best that they supply delivery companies with resources, especially if consumers demand and prefer waiting curbside and in a parking lot marketing.
Supermarkets prefer that grocery delivery companies like Instacart, Shipt, and deliver the groceries because they are accountable for driving and traveling costs.
Curbside requires pushing a shopping cart. This is where I think parking lot marketing will grow if the customer does not have to wait, feels good about the purchase, and engages with the brand, and most importantly, -- gets a great parking spot.
Improving parking lots for online grocery orders could be an excellent opportunity for supermarkets seeking to serve customers ordering online and prefer not the wait and shop inside looking for a close parking spot. With parking lot and options or curbside, that is one less concern for the customer, and that is something marketers can capitalize and amplify as consumers shop for groceries at home as a time saver.
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