In a hyperactive scenario, such as the post-pandemic one, where consumer tastes and habits change constantly, the concept of grocerant is a valid opportunity to strengthen the brand promise of quality, authenticity and convenience, and an unmissable business opportunity for large retailers to renew themselves and build customer loyalty. The presence of this type of spaces is becoming increasingly popular. In fact, it is estimated that today the areas dedicated to catering occupy about 20% of the retail space, while in 2000 they accounted for only 7%.
A FORMAT WORTH DISCOVERING
The grocerant is a new retail format that combines a grocery store and a bistro or restaurant, and it can thus be a supermarket or a hypermarket that hosts areas for food consumption. It is a space created with the aim of improving the customer experience out of a need such as shopping, transforming it into a moment of leisure thanks to the possibility of enjoining a quality meal in a pleasant environment designed to meet the needs of the consumer, whether alone or accompanied by his family and whether he decides to consume on site or use the take away service. The grocerant presents itself as a highly technological space, thanks to the integration of the restaurant’s cash systems with those of the point of sale and to the digital solutions that facilitate and streamline the ordering and payment processes so as to fully enjoy the moment of relaxation, while ensuring, for example, the possibility of using the loyalty card also at the restaurant checkout.
WHY IS IT COMPETITIVE?
The presence of a bistro in an area dedicated to shopping is a business lever with multiple advantages as it allows to repurpose less profitable spaces by transforming them into refreshment areas in which reuse quality products known and loved by the consumer and by the same restaurant as an anchor to promote the grocery offerings. What the end user finds is a product that he knows and appreciates, to be eaten on site or purchased for home consumption in the shortest possible time and in a safe way.
The technological solutions used make it a Covid-19-proof digital catering laboratory thanks to the introduction of digital touchpoints that limit personal contact as much as possible, such as digital menus, digital kiosks for orders, apps for pre-ordering, pay-at-table options and the possibility of using click & collect services. If the drive for digitalization before Covid-19 was very strong, it has now become a necessity that can no longer be ignored, also because it is strongly requested by the customers themselves who have become accustomed to buying through varied sales channels in which physical and digital environments easily and efficiently talk with each other.
SUSTAINABILITY IN LARGE-SCALE RETAIL DISTRIBUTION: A TREND TO BE FOLLOWED ALSO FOR THE GROCERANT
A third pillar that can outline the grocerant as a successful format is sustainability. It is no mystery to anyone that today’s consumer –a technological savvy increasingly informed and very careful in making choices– prefers brands that place sustainability at the top of their priorities; an obligatory choice that even large-scale retailers are taking seriously.
In large-scale retail, a more sustainable business approach passes from the implementation of state-of-the-art technology infrastructures, but also from a greater awareness when it comes to the supply of consumer food products. While it is true that sustainability has now become a key driver of the post-pandemic recovery strategy used by retailers, it is likewise true that it has resulted in a consistent trend also when it comes to private labels. The distributor’s private label, which often constitutes the grocerant’s offer, is now strongly conditioned by a sustainable proposal. The Immagino observatory, created by GS1 Italy in collaboration with Nielsen, has highlighted how green claims are increasingly present on the packaging of private label products.
On this very theme, Retex has organized a webinar in which are assessed and discussed the new perspectives opened by the grocerant trend, focusing on how to enhance retail through catering in order to launch the most effective strategies for facing and overcoming the emergency, choose and implement the most innovative technologies, integrate all delivery services, choose the right partner. The webinar is conducted by Luca Venturoli, Retex Food & Beverage Director, and by Giovanni Iozzia, EconomyUp Managing Director.
Click the following link to download the registration form: https://www.economyup.it/webinar/grocerant-il-business-della-ristorazione-nel-retail-perche-e-come-farlo/