Bill Bishop of Brick Meets Click knows how people are shopping for groceries today, both in-store and online. Here he lays out six digitally-enhanced grocery trip missions that hone in on how customers are better meeting their needs with blended online and in-store shopping.

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How to sell more
groceries by
focusing on trip missions
By Bill Bishop
Chief Architect, Brick Meets Click
November 10, 2015
We help make sense of what's happening in grocery retail today
and provide guidance on what to do about it.
Visit us at brickmeeetsclick.com

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How to best define shopping
occasions?
Based on $ spent
• Stock up
• Routine
• Fill-in

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And it’s important
to see that digital is
changing whole
experience
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Today the focus is online grocery

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Time for a new equation
Total experience

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Digital & online expand the
possibilities
> More information
> More services
UNLOCKS MORE
OPTIONS

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To win today
You have to compete for each trip
• Just 1 approach to
building sales won’t work
• Serve the “WHY”
(that drives a specific
shopping occasion)

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Six new “digitally enhanced”
trip missions
What’s different
 Build w/new tools
 Often more
efficient
 Can start the
occasion outside
the store
Stick to my
list/budget
Take my order
Need it “just
in time”
Help me host
Help me find
better options
Shop when I
want/can

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Mission #1
> Stick to my list/budget
Customer wants control and a planned shopping trip
• Wants to minimize impulse purchases; doesn't
want to spend/buy more than they have to.
• Focus is on planned/long-list shopping.
< Opportunity
Keep the cost of the basket competitive and
fees low, accept coupons, and make it simple to
shop from previous trips.

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Mission #2
> Take my order
Customer wants to get prepared food
• Rapidly shifting online, led by many food
service players.
• Changes the nature of ordering – order on the
go, take the time I need, or just my M.O.
• Usually for limited # of items, but with
opportunities to bundle.
< Opportunity
Make it convenient for them to pick-up and pay,
often by skipping the normal line.

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Mission #3
> Need it “just in time”
>Opportunity
Decide how you’ll compete for this occasion.
Will you partner w/ a 3rd party?
Customer has an urgent requirement and doesn’t
want to wait longer than they have to
• Used to a C-store purchase, but quickly
moving to delivery.
• Want the items in < 2 hours and speed trumps
cost.

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Mission #4
> Help me host
Customer is planning an event: could be big or small
• Typically requires 2 trips.
• Online planning/ordering eliminates first trip.
• Typically, larger rings and chance to cross sell
with other departments.
< Opportunity
Makes it easy to plan, customize, place an order,
and know it will be ready when promised.

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Mission #5
> Help me find better options
Customer is in problem solving mode
• Looking for specific products, services, or
information that are “better for me and my
family”.
• Includes: meal kits, subscriptions/auto-
replenishment, etc.
< Opportunity
Make it easier for this customer to find the
products/services that fit their lifestyle, priorities,
or dietary needs.

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Mission #6
> Shop when I want
Customer wants to time shift
• Attracted to the ability to order online where
and when they want/can.
• Focus is on making shopping fit into their
lifestyle.
• Typically includes full range of HH needs.
< Opportunity
Provide mobile-friendly ways to order online and
schedule a convenient pick-up or delivery.

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What’s next?
Execute trip mission centric
marketing/merchandising
1. Identify core customers’ top trip missions.
2. Build shopper value proposition around those trip
missions.
3. Develop a blended offline/online shopping
experience.
 Wins more business done in top trip mission occasions.
 Delivers parity experience for other important trip missions
 Plays down occasions where not practical to compete.