How To Encourage Shoppers to Return, and Be Glad They Did

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The recent duel trade show for the Independent Grocers Association (IGA) and the National Grocers Association (NGA) produced an idea that smart grocers across the country should be picking up on soon: Instore contests for shoppers to take the most imaginative “selfies” they can, with prizes awarded to winners – ideally selected by an independent party. (A local photo studio would probably be pleased to play that role, getting themselves some good PR in the process!)

Michael Sansolo, formerly editor of Progressivee Grocer, Senior VP at the FMI (Food Marketing Institute and presently a consultant and columnist for Morning News Beat, an industry blog, reported that shortly before a break in a program at that convention, a social media marketing company introduced the selfies idea. In the break room, “people went nuts,” Sansolo reported, when they found small props such as glittery sunglasses, false mustaches “and the ubiquitous selfie stick.”

So many photos were taken, “and some were so creative, [the marketing company] on the fly had to add two more prizes to reward people’s efforts”.

This is a program that could so easily be introduced at the store level companies would be foolish to not give it a try. Do it a store or region at a time. Offer actual prizes – displays of which would encourage participation – or reasonable level store coupons. However you try it, do so. You WILL win. You will create a sense of excitement, a challenge, something fun, parallel to the shopping experience.

A store coupon redeemable on your next visit is a great thing – a tool to get the shopper back in your store. In today’s retailing environment, you need to employ every tool you can.

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