Since the changes brought on by the pandemic, the supermarket business has had to cope with supply shocks, inflation rollercoasters, shifting consumer habits, and other uncertainties. These challenges are all on top of the continued trend towards channel blurring, where other retailers expand into food thus blurring the lines between grocery stores, mass merchandisers, dollar & convenience stores, drugstores, and even restaurants. This trend continues to pose a significant challenge to supermarkets, as they risk losing market share to more versatile and adaptable competitors.
During the pandemic, supermarkets execs learned to be agile and customer focused as their customers have traded down brands to save money in the face of price spikes. E-commerce has become less of a “nice-to-have” and more of a necessity for time-crunched customers.
The close of 2023 shows inflation easing a bit and online sales showing plateauing signals. Cost containment and margin protection remain critical with food inflation still outpacing wages. In this environment, retailers may be tempted to pull back on innovation budgets after a capital-intensive pandemic but they may not have a chance to. Rapid changes in Artificial Intelligence (AI), sustainability and climate regulations are impacting the industry and will require investment
Here are 5 ways that leading supermarket chains are competing in this difficult environment:
- Advanced Analytics and AI Tools
The abundance of shopper data now available enables better demand forecasting, inventory optimization, and personalized marketing. By harnessing analytical insights and AI, retailers can tailor promotions, improve supply chain efficiency, and adjust rapidly to shifts in consumer sentiment.
- Sustainability and Eco-Conscious Offerings
Consumers increasingly consider sustainability impacts in their purchase decisions. Implementing eco-friendly sourcing, packaging changes, food waste reduction, and renewable energy investments allows companies to reduce their environmental footprints while meeting customer expectations.
- Enhanced Omnichannel Experience
Blending physical and digital channels to enable seamless shopping journeys is becoming the norm in grocery retail. Supermarkets should continue perfecting flexible fulfillment options, in-store technologies, and mobile functionality to match rising consumer appetite for unified commerce.
- Increasing their focus on private brands and promotions
Nearly 6 in 10 shoppers are still feeling tapped out and are coping with food prices that have increased faster than most any other expense. They will continue to seek savings by turning to private label product.
- Future-Proofing Operations
While the trajectory of future disruptions remains uncertain, the pandemic proved the need for contingency planning. Shoring up supply networks, instituting disaster preparedness protocols, cross-training personnel, and budgeting emergency funds allows retailers to navigate market volatility.
Additionally – although it has been tried before with varying levels of success – some operators will draft plans to expand beyond traditional product sales into media, financial services, data monetization and strategic partnerships in hopes of creating new revenue streams and buffer against economic uncertainties.
All these steps are instrumental to staying ahead of e-commerce giants, discounters, specialty grocers, direct-to-consumer brands, meal kit providers, and other channel blurring formats that are threaten market share of traditional supermarkets. The best will leverage their existing strengths in supply chain management, product knowledge, and customer relationships to succeed at omnichannel retailing.