Basic strategies to consider growing grocery sales in an omnichannel world.

1. Growing grocery sales in an
omnichannel world
Jaime Ng
Executive Leader | Marketer | Growth Accelerator

2. Executive Leader | Marketer | Growth Accelerator
With over 17 years experience across B2B and B2C
businesses in US and Singapore.
Currently as Head of Marketing in RedMart, I am responsible
for all marketing activities including customer acquisition
across all online and offline channels, retention strategy,
branding, partnership and marketing communications.
As a venture investor and active mentor of other startup
founders, working as Entrepreneur in Residence in US-based
weeoi Ventures, I also work regularly with founders in early-
stage team building, business structure for growth and
acceleration.
Who Am I
@jaime_ng https://sg.linkedin.com/in/jaimeng

3. The world of many devices
3.64
connected
devices
2016
3.35
connected
devices
2015
?
connected devices
2017
* Global Web Index figures

4. The Rule of 7

5. To The Rule of 24
Where each touch point spans minutes to seconds!

6. Omnichannel = Omnipresence
NOT NOISE

7. Building an omnichannel strategy
Is a consideration of the human connections and the technology that ties us together

8. Growing grocery sales in an omnichannel world
Looking beyond in-store and expand strategy to include the digital channel
Taking a shift from a product-centric approach and more towards shopper-centric
Aligning to the shoppers’ prefences and preferred path to purchase
Understanding market level online grocery potential

9. Growing grocery sales in an omnichannel world
Looking beyond in-store and expand strategy to include the digital channel
Taking a shift from a product-centric approach and more towards shopper-centric
Aligning to the shoppers’ prefences and preferred path to purchase
Understanding market level online grocery potential

10. Looking beyond in-store
Consumers convert primarily in-store and online across devices
82%
purchased
in-store
45%
purchased online
(desktop/tablet)
17%
purchased directly
on mobile phone
* Google insights statistics

11. Looking beyond in-store
1
Personalize the
customer shopping
experience with apps
and beacons:
- Shopping list
- Wishlist
- Favorites
All for in-store pick up
or experience
enhancement

12. Looking beyond in-store
2
Create a seamless experience
online and offline.
- Extend the customer
search experience from
online to in-store.
- 3 in 5 grocery shoppers
today are looking for sales
or coupons on their mobile
devices before entering the
store
- >50% will use mobile apps
to shop at the store.

13. Looking beyond in-store
3
More experiments
underway
- No check out grocery
store by Amazon
- VR shopping by
Alibaba

14. Growing grocery sales in an omnichannel world
Looking beyond in-store and expand strategy to include the digital channel
Taking a shift from a product-centric approach and more towards shopper-centric
Aligning to the shoppers’ prefences and preferred path to purchase
Understanding market level online grocery potential

15. Shopper-centric world
Allowing customers to shop wherever and whenever

16. Shopper-centric world

17. Growing grocery sales in an omnichannel world
Looking beyond in-store and expand strategy to include the digital channel
Taking a shift from a product-centric approach and more towards shopper-centric
Aligning to the shoppers’ prefences and preferred path to purchase
Understanding market level online grocery potential

18. A shoppers’ path to purchase
Lines between online and offline shopping experiences are blurring

19. Growing grocery sales in an omnichannel world
Looking beyond in-store and expand strategy to include the digital channel
Taking a shift from a product-centric approach and more towards shopper-centric
Aligning to the shoppers’ prefences and preferred path to purchase
Understanding market level online grocery potential

20. Online Grocery Potential
60% of consumers will spend 25% of their food and grocery online by 2025.
Millennial shoppers are the most willing to buy groceries online in the future.

21. Online Grocery Potential
* Nielson Global E-commerce & the new retail survey Q3, 2014

22. Online Grocery Potential
* Nielson Global E-commerce & the new retail survey Q3, 2014

23. Online Grocery Potential
* Nielson Global E-commerce & the new retail survey Q3, 2014

24. Online Grocery Potential
* Nielson Global E-commerce & the new retail survey Q3, 2014

25. Online Grocery Potential
* IGD Research 2017

26. Thank You
@jaime_ng
https://sg.linkedin.com/in/jaimeng