How to disrupt "Autopilot" shopping

Discover how effective communication can disrupt shoppers' habitual routines and improve their shopping experience. This article provides tips on using customer interactions, in-store signage and social media to boost sales.

With shoppers leading increasingly busy lives and continually time pressured, it’s critically important that we make shopping trips as easy, both physically and mentally, as possible.

Are your shoppers on "autopilot"?

We know that shoppers largely shop groceries with a functional mindset and are on autopilot. They are exposed to thousands of products and prices when in store, yet make incredibly fast, instinctive purchasing decisions. It’s therefore increasingly hard to disrupt them from pre-existing routines and habits they take with them on every trip. However, one way that shoppers can be disrupted from this autopilot state is through Communication.

Effective communication is crucial for retailers targeting grocery shoppers for several reasons. It could be used to improve customer satisfaction and drive repeat visits or purchases. Transparent communication can build trust between retailer and their customers, again, driving loyalty. Crucially, targeted communication, such as personalised offers and promotions, can encourage customers to make additional purchases.

Here are some top tips to use communication to drive your sales:

  1. Build Relationships and Gain Feedback - Speak to and listen to your shoppers to understand what’s important to them; even asking them how their day’s going can go a long way to making them feel valued, in turn building customer satisfaction and repeat visitation
  2. In-Store Communication - Clear signage, informative displays, and friendly staff can enhance the in-store shopping experience. Providing information about products, promotions, and store layout helps customers make informed decisions and encourages purchases
  3. Effective Use of Social Media - Engaging with customers on social media, like Instagram, TikTok or Facebook, allows you to promote products, share updates, and interact directly with their audience. This builds a community around the store and encourages repeat business
  4. Launching New Products - When launching a new product, make sure you shout about it in store and on any social media channels you use to promote your store; Convenience shoppers typically want to get in and out as quickly as possible and won’t browse for long

Ultimately, even if it doesn’t come naturally to you or your team members, focusing on and improving communication is a highly effective tool that can help create a more positive experience for your existing customers, as well as bringing new shoppers into your store.