Supermarket Shopping Series: How Custom Content Affects Grocery Purchases

Why do you faithfully place certain products in your grocery cart each week? Why do you buy one brand over another or select specific ingredients? Sure, supermarket advertising persuades us to buy the weekly special on russet potatoes or ground chuck; supermarkets do an excellent job enticing us with low prices. But there are other influences that determine what we buy, influences that go beyond, “Because it tastes good.” Magazine articles, books, cooking shows and even films persuade us with what to buy—whether we realize it or not. These forms of content make nutritional claims and promise other health benefits; they appeal to our need for convenient meals or to our resolution to lose weight; they may even help us stick to that vegetarian diet or convince us to buy more organically grown produce.

What type of content have you read or watched lately that has caused you to change your shopping behavior? Bloggers from Pace Communications answer that question in our new Supermarket Shopping Series. Beginning this week, we’ll share personal stories about content that has influenced our grocery store purchases and what those experiences were like. What these stories will show is the power of custom content—a marketing strategy that supermarkets are only now beginning to use successfully.

Content marketing presents a promising opportunity for building shopper loyalty, one that surpasses merely advertising on price. When done right, it can take the best parts of customer relationship management, digital marketing and social media, and good old-fashioned grocery store marketing to engage shoppers on a deeper level. The supermarket industry knows that shoppers make purchases based on a complex set of variables. A custom content marketing strategy is yet another tool supermarkets can use to reduce those pesky variables.

As a custom content provider, Pace Communications understands what makes a successful custom content marketing strategy, and we do it every day for our clients. Naturally, we believe these strategies can benefit any business, including supermarkets. But the stories you’ll read in our Supermarket Shopping series aren’t part of any particular marketing strategy; they’re just everyday instances of persuasive content that altered purchasing behavior. It happens to all of us—and we usually don’t realize it. Now, imagine what can be done when the power of custom content is harnessed with a targeted grocery store marketing strategy.

Come back later this week for our Supermarket Shopping blog series. You’re sure to find content marketing ideas—and some smart shopping tips—that you’ll want to place in your own grocery cart.

Posted By: Wes Isley