Grocers Rev Up the Fun Factor to Lure Millennials

With Millennials now settling down and having children, they may be opting to buy and cook their groceryshopperown food rather than eat out. Full-​service supermarkets have an opportunity to capture some of this spending. The Retail Feedback Group has studied consumer opinions on grocery stores and points out that these retailers must find the right balance between fun and the overall shopping experience to interest Millennials and keep them as long-​term customers.

Surveyed shoppers say the following experiences make their grocery store experience more fun:

  • Product sampling
  • Frequent new product roll-outs
  • One-​day sales
  • Personalized recommendations
  • In-​store events

By next year, at least 52% of grocery shoppers will have smartphones and stores will be reaching out with mobile-​friendly promotions.  Consumers are most likely to use their devices to look for digital coupons (42%) but they also like their store apps to show weekly sales items (38%), allow for grocery list creation (31%) and suggest specials for the evening meal (26%).

Next year, grocers may be more likely to promote new food items on their Facebook pages as 34% of shoppers would purchase such an item after seeing their friends discuss it on social media. Supermarkets are hoping to close the social media gap next year with their customers, as well. Currently 71% of supermarket shoppers are on Facebook but only 24% of these folks say they’re friends with their primary stores.

In addition to citing their store as being fun, consumers who shop before 11:00 a.m., spend over $101 during their visit, and find everything they are looking for, are most satisfied.

Have your supermarket clients been talking to you about ways to connect with Millennials? If so, brainstorm ways to promote fun shopping experiences for the coming year.


Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.