In October, Catherine and Adrienne attended Groceryshop, a spinoff of the popular Shoptalk conference organized by the creators of Money20/20. We were joined by our grocery solution provider clients as we learned how the industry is quickly changing.
The state of innovation and disruption in the grocery world is, in a word, amazing. At Groceryshop, Adrienne and I were lucky to get a front row seat to the fast-moving grocery/brand/CPG train. Let me tell you folks, put your seat belts on, because your favorite retailers and brands are set to change the way we think about grocery shopping.
Not that we have had any doubt as to the “state of the nation” for the grocery industry. We live and breathe these stories every day. But, we were completely blown away (in a good way!) by the amazing case studies and keynote sessions. Speakers focused on how grocery retailers are pushing the envelope in technology innovation, of course. But, there was heavy emphasis on how leading brands and CPG companies are working hand in hand with their grocery brothers and sisters to make the entire shopping experience refreshing, convenient and engaging.
The general drum beat of the conference seemed to focus so much on brands and CPG and how they are working to set up their own points of sale and working diligently to gather their own customer data to build engagement. On the flip side, there were plenty of sessions that discussed how grocery retailers are using private label brands to help them build more direct brand relationships, and of course, to gather more data.
As Catherine attested, the convergence of retail and CPG, was amongst the hottest topics at Groceryshop. But making just as much noise was delivery and robots. If Groceryshop is representative of the broader industry, no one doubts it’s time for grocers to implement online. However, it’s still up for debate as how to best pick and fulfill orders to ensure they end up in the hands of happy customers.
Some lofty ideas for both picking and delivery were offered in the way of robots. During a keynote, Luke Jensen, CEO of Ocado, mesmerized the audience with a video of the company’s uniquely designed warehouses. In the video, a carefully orchestrated system of robots runs on a system of grids to perfectly pick customer orders. On that same stage, Albertsons announced a new partnership with Takeoff Technologies to provide picking robotics for the grocer’s warehouses.
On the delivery side, the question was bigger than just robots. Some companies like udelv proposed autonomous vehicles as the answer. But, many grocers aren’t ready to give up control to machines. They’re still trying to figure out if they should use their own people resources or partner with a third-party delivery provider. Throughout the show, speakers presented the benefits to both options. To me, innovators like Deliv, who announced $40 million in funding, stood out for its revolutionary crowd-sourced approach to delivery. Whatever the answers, grocers need to find a way to get product into the hands of customers, fast.
Take-Aways from the Groceryshop Stage
We could literally write a 10-page blog about Groceryshop, but we’ll leave you with a few quotes from the sessions. We encourage you to read what our friends at RIS News and Supermarket News had to say about this event.
On online grocery and how to make it profitable:
“It is a challenge to not fall in the trap of not throwing a lot of capital on engagement platforms without making it sustainable. As you improve the relevance of the offering, you change the nature of the engagement. We see more digital customers spending more time in stores, because the two are complimentary. Overall, it is important to improve the quality and efficiency of the operations, and improve engagement with customers.” – Yael Cosset, Kroger’s chief digital officer
On attracting customers who are not brand loyal:
“You have to have a great product. From a design standpoint, you want to create products that people are proud to use. As well, the overall end-to-end customer experience must be on point, from the unboxing, the web site experience and the retail environment.” – Andy Katz Mayfied, Harry’s co-founder and CEO
On how big CPG is to Instacart’s business:
“CPG is such an exciting and fast-growing area of opportunity for us – we are seeing 200% growth year on year in that business. We will be investing a lot in CPG, but it will only be successful in the spirit of partnerships with retailers and CPGs.” – Apoorva Mehta, founder and CEO