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The Grocery Diaries- AMP Agency Customer Experience Deep-Dive

Buying and preparing food is a huge part of most of our lives and routines. Almost everybody grocery shops – but not everyone shops the same. Strategists Jen Herbert and Greer Pearce recorded grocery diaries for a month and sat down to compare notes on the modern grocery experience.

 

LIFE STAGES SHIFT FOOD ROUTINES

Greer: Jen and I are in different life stages, and one of our big takeaways was not just that our shopping routines are different, but that changes in our lives have acted as triggers for a whole new food routine. Marketers have known for a long time that there are some brief periods in a person’s life when routines are disrupted and shopping patterns are open to change, and we saw that play out clearly in our own lives.

 

When Jen moved in with her partner, Jason, grocery shopping became a team effort. She had to start coordinating weeknight schedules and planning differently. They shop together, so the actual shopping experience became more fun: they make funny faces at each other in the produce section and gamify splitting up the items in their cart at checkout to try and get as close to possible to a perfectly split bill.

 

When I had a baby last year, I also got a new shopping partner – my son, Teddy. Pre-shopping trip, that meant planning more carefully so I could get in and out of the store faster, and new items on our list as he started to eat solid foods. In-store, it meant less time looking at labels or new products, and more time solving the puzzle of how to physically shop with him, a tiny human either taking up most of the cart in his car seat, strapped to my body, or trying to escape from the child seat.  

 

These new routines are markedly different from how both Jen and I shopped as single young professionals, when we made more, smaller trips to the store and only bought food for one.

 

Brand Takeaway: Consumers need different things at different life stages, and there are multiple phases when they’re actively adjusting their routine. Meet them in the moment to offer them solutions specific to their needs.

 

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 Life stage shapes how people shop. Jen and her partner shop together and gamify their routine to make it more fun. Greer looks for items that will distract her toddler.

 

GROCERY SHOPPING STARTS BEFORE THE GROCERY STORE

Jen: What Greer and I came to appreciate as we traded our grocery stories was just how much effort we both spend on “pre-work” before ever stepping foot in-store.

 

Before a list can be constructed, we both meal plan our future dinners, but our sources for drawing meal inspiration are very different. Greer knows that her family will be home and in need of dinners every night of the week. She sits down and plans each of those seven meals, surrounded by her go-to resources: three favorite cookbooks, the New York Times, and Bon Appetit’s online recipes.

 

Meanwhile, Jason and I start meal planning by assessing when we’ll both be home – these are nights when it feels “worth it” to invest time in a homemade dinner. Then, we’ll scan the fridge to see if anything is in need of repurposing, which will often spark a meal idea. In the warmer months, we’ll also check the weather – if there are sunny days ahead, we’ll grill. If we’re still stuck, I’ll head to my Saved posts on Instagram. (When I see an easy meal idea, I proactively flag it for times like these.) Finally, I’ll do a scan of the house for staples – everything from vitamins to eggs to Kleenex – that we are running low on and should also be added to the list.

 

When we finally arrive in-store, our routines don’t stop. Greer follows the same pattern around her store each time, while I go so far as to “code” my list by the section of the store I’ll find each item in.

 

Brand Takeaway: Going in-store with a clear plan of attack helps the shopping experience run on autopilot, guaranteeing the trip is relatively efficient and even free of in-the-moment decision-making. With that insight, we both agree that well over half of our “grocery experience” actually takes place within our own homes. Consider ways that your brand can build relationships with customers outside of the physical store, when they’re more likely to be in an open, “inspirational” mindset rather than cruising on autopilot.

 

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The grocery experience starts with inspiration and preparation. Jen and Jason make a detailed list before heading to the store.

 

SURPRISES MAKE A SHOPPING TRIP BEAUTIFUL

Jen: With all that prep-work, what’s in our basket is often dictated by what’s on our lists. But Greer and I also found we welcome pleasant surprises and unplanned ways to treat ourselves.

 

Greer sometimes treats herself to a pretty bouquet of flowers if they catch her eye, or spontaneously grabs swordfish if it looks particularly good. She distinctly remembers being excited one spring when her store’s typically uninspiring produce section had fiddlehead ferns.

 

Jason and I typically “allow” ourselves one or two surprises when we do our weekly shopping. This could be, like Greer, a spontaneous bouquet of flowers, a fancy candy bar or pastry, or a new flavor of protein bar or ice cream (usually one with eye-catching packaging!). Another welcome surprise is when large grocery chains begin carrying beloved brands from the Northeast. Just the other day, we happily discovered coffee from our favorite roastery in Maine, which we typically had to purchase on-vacation or online! It’s moments like this that infuse a trip that could feel like a chore with a sense of fun.

 

Brand Takeaway: Basket-building moments center around beauty and reward. While the idea of grocery shopping is quite beautiful – fresh, colorful produce, nurturing loved ones, etc. – grocery shopping in practice is often anything but. Finding small opportunities to encourage customers to treat themselves to something beautiful is a reward for an accomplished store trip.

 

PROXIMITY ISN’T THE ONLY FACTOR

Greer: It seems obvious that where we grocery shop is dictated by where we live, and to some extent this is true. But within a person’s grocery options, several factors might trigger them to buy at one store over another:

 

  • The List: Jen’s list dictates where she’ll shop that week, and she doesn’t decide where to shop until it’s complete. If the recipe’s she’s making calls for hard-to-find produce, or she’s craving the fancy yogurt she likes, she’ll drive a little farther to get to a store where she knows she can find what she needs.
  • Physical size of items: Greer gets all her bulky items like diapers, paper towels, dog food, and toilet paper via Amazon so she can avoid carrying heavy items home from a physical store.
  • Price: Both Jen and Greer have price compared the stores in their area, and make the less expensive store their go-to for staples.
  • In-store experience: Both Jen and Greer sometimes go out of their way to find an experience that offers elements of fun, beauty, and excitement.
  • “Type” of grocery visit: Different grocery occasions call for different stores. Greer does her weekly, well planned trips to one store, but goes to a smaller, closer store for an unplanned mid-week trip.
  • Season: In the summer, both Jen and Greer completely switch up their routines to incorporate farmers markets and CSAs where they can get fresh local produce. This means less trips to the grocery store overall, and meal planning driven by in-season items.

Brand Takeaway: The need for food drives a grocery visit, but many factors go into where and how you shop. While shoppers may have a default routine, they are open to deviating from it – or redefining it when it will make their lives easier or more enjoyable. Brands should consider how to meet the needs of multiple types of grocery occasions.

AMP is on a quest to humanize the total customer experience. This article is a part of AMP’s  Customer Experience Deep Dive Blog Series, where we take a first person approach to understanding the modern shopping experience.

 

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What DTCs Are Missing As They Open Physical Stores

Benjamin Y. Seldin,  Strategy Director In the years leading up to the current pandemic, Casper, the bedding brand, was in the midst of opening 200 stores across North America. It was among a number of direct-to-consumer companies (“DTCs”) opening physical stores at a rapid pace. While these brands are likely now reconsidering expansion plans, this trend will not disappear. DTCs experience awareness and a surge in online sales in markets where they open a physical location. From the design of their stores to the purposes they serve, I’ve noticed commonalities in how DTCs treat brick and mortar. And I’ve wondered: does their digital origin produce a particular approach toward physical stores? So, right before the pandemic, I journeyed through a bunch of them, most of which are recent additions to Boston, to investigate.  I found most share an emphasis on product demonstration and prime location – as well as a shortage of personality. It’s like they applied their focus on user experience in the digital space to the physical one. But that strategy is fading in digital, and it is in real life too. So in the following, I’ll identify how DTCs are missing personality as they enter brick and mortar and offer suggestions for improvement and greater opportunity.   Let’s look at some examples We’ll begin outside the DTC world with Filson, the heritage clothing brand that started in 1897. In speaking with a sales rep there, I learned that before the company opened a store in Boston’s gleaming new Seaport District, Alex Carleton, its Chief Creative Officer, took time scouring New England for unique antiques to fit Filson’s rugged, hip American aesthetic. The result is a quirky space with a larger-than-life wooden bear at the entrance that both greets and frightens customers, and dressing rooms that could be guest rooms at the Ace Hotel.  When compared to Away, the DTC retailer that later opened next door, Filson’s store contrasts greatly. Away is sparse, efficient, and transactional. It mainly encourages customers to test its flagship product, a well-designed suitcase. Similarly, the shoe brand Allbirds, famous for using wool, features wool swaths to touch and detailed explanations of the material’s benefits. Indochino, a menswear company, displays a wall of fabric swaths to exhibit color and variety. For these DTCs, product demonstration is paramount.   Location, location, location Like the real estate adage says, location is also a big factor. Many of the DTCs I visited are in Boston’s Seaport District. Maggie Smith, head of marketing at the neighborhood’s developer explained, “co-tenancy continues to be a main part of the conversation…there’s a transition going on, from brands wanting to know traditional real estate metrics to those that are more consumer-driven; [before moving in] they want to know the social clout of the place itself.” In normal times, the Seaport District bolsters its social clout with pop-up villages including rows of local retailers. The pop-ups benefit from the legitimacy of the larger players, and the larger stores enjoy the freshness of the pop-ups.    Single products DTC stores are often built around single products. This approach can feel contemporary in the online world but incomplete in the physical one, where even brands using the showroom model (with just a few sizes for each item) still offer a full line. Casper understands the value of a full line and expanded a while back from a single mattress to a spread of sleep-related products that fill its brick-and-mortars. It went even further as it recently prepared for IPO, attempting to become “the Nike of sleep.” It assembled a “sleep advisory board” and instituted internal policies to rally around quality sleep. While it faced an uphill battle in a competitive environment, this was the right play, albeit a bit late in the game.   Advice and opportunities for DTC brands If you’re a DTC using this period to plan brick and mortar expansion, here are some ideas. Pick your moment. If you don’t yet have a full product line, consider a pop-up store in a choice location first. Let personality lead design. Dig into what makes your brand’s personality unique and reflect it in design. If your brand doesn’t have much personality, start by developing one. Connect product to personality. Even functional elements should convey personality. Consider how Apple’s genius bar took what historically was a routine service and made it a branded centerpiece that embodies the brand’s charisma. Think big and small. What makes Filson’s Seaport store impressive isn’t just the things you first see like the big bear. It’s the details like dressing room fixtures and antiques that unveil themselves the more time you spend in the store. If product-first DTC’s aspire to last over a century like Filson has, they should use brick and mortar to help us get to know them and not just their products. Personality signals a company’s identity and purpose. It also helps foster customer relationships, which will be key in weathering this storm and others ahead. To learn more about how personality grows brands, click here.

Google Search Trends Insights June 2020

In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for June 2020. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+. After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. June 2020 Overview June 2020 was another month where keywords related to a current event news story. Of the 90 phrases we captured over the month, a third of them were news-related. Before the pandemic, the most popular keyword category was “sports”. In June, there were a few sports-related terms that we will examine later on in the article. Beyond news keywords, we saw a few holidays drive users to search as well as a few gaming-related phrases specifically related to PlayStation 5 or PS5. Here are our takes on the keywords driving the most queries in June 2020. Google Doodle The keyword that drove the most queries last month was connected to a Google Doodle. Marsha P. Johnson - 6/29/2020 - 10,000,000+ queries Quoting from the Doodle Page, the illustration featured “LGBTQ+ rights activist, performer, and self-identified drag queen Marsha P. Johnson, who is widely credited as one of the pioneers of the LGBTQ+ rights movement in the United States.” The timing of the Doodle was to commemorate the one year anniversary of Marsha being posthumously honored as a grand marshal of the New York City Pride March.  Google publishing this Doodle during Pride Month inspired us to view the 5-year trend for this phrase. Based on this graph, the search interest is continuing to grow for Pride Month, although the biggest jump occurred between 2018 and 2019. We believe that marketers should be aware of the increasing interest and align campaigns accordingly and authentically. June Holidays  Last month had a few holidays that drove users to Google to search for more information. There were three on our list that we wanted to analyze further to understand the year-over-year trends: National Best Friends Day - 6/8/2020 - 500,000+ queries Juneteenth - 6/18/2020 - 5,000,000+ queries Happy Father's Day - 6/21/2020 - 2,000,000+ queries The first holiday that cracked the top 3 most queried terms of the day was National Best Friends Day that brands like Starbucks and ProFlowers have used in ad campaigns. This year, the search interest for this lighthearted, social-media-friendly holiday hit a new peak. The volume isn’t large for this holiday as compared to other, more established holidays but it has been trending up over the past three years. It could be considered for content calendar planning for 2021. With the protests for racial equality and justice being in the forefront of peoples’ minds over the past six weeks, it makes sense there would be a very large increase in search volume around the holiday of Juneteenth: Looking at Google search trends data from 2004 to present, you can see that this year may have been a watershed moment for this holiday – and we may see more governments recognize it as an official holiday.   Lastly, Father’s Day had its top query day on the 21st. Father’s Day-related keywords also made the top 3 for the days of June 19 (Happy Father's Day - 1,000,000+ queries) and June 20 (Father’s Day message - 500,000+ queries). This year appeared to be a down year for queries related to this holiday as the peak occurred in 2017. Just remember, if there is any debate about which parent is more popular, check the data before you take a position. A Few Keywords Related To Sports In pre-pandemic days, most of the searches we collected were sports related but now they are a minor category of keywords. Here are the most queried phrases related to sports in June 2020: Drew Brees - 6/3/2020 - 2,000,000+ queries Bubba Wallace - 6/21/2020 - 2,000,000+ queries Cam Newton - 6/28/2020 - 2,000,000+ queries Searchers were interested in what Drew Brees had to say in terms of other players kneeling during the National Anthem before games.  Bubba Wallace, who is a NASCAR driver, may have been the victim of a hate crime. Lastly, Cam Newton became a top searched sports-related query when he signed with the New England Patriots. It’s telling that without live games, sports queries have decreased over the past three months. With the major professional leagues set to resume play in July and August, it will be interesting to see if sports-related terms drive users to search like they did earlier in the year. Marketers should keep a close eye on sports keyword volume if live games resume. PlayStation 5 Is a Big Deal Sony revealed many details about their new gaming console and many people choose to learn more about it. PS5 - 6/10/2020 - 5,000,000+ queries PS5 Price - 6/11/2020 -2,000,000+ queries We have seen gaming become more popular as a keyword category over the months we have collected data. It seems the pandemic has driven more interest in gaming topics.  Marketers should be aware of this growing trend and see if it continues to grow at the same rate in 2021. Thanks for reading. Until next month.  

Google Search Trends Insights May 2020

In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for May 2020. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+. After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. Before We Begin This month’s article is difficult to write. When we started this project, we were trying to mine the top searched terms for marketing insights to share on our blog. April 2020 had some light moments, and the holidays that occurred in May 2020 did drive many search terms that we will outline below. But before we discuss Cinco de Mayo and Mother’s Day, we’d like to acknowledge that this month is different. Important topics related to racial injustice and inequality predominantly drove queries in May. So along with those keywords, we’re going to share a resource that Google put together to continue to provide users with information on these topics.  May Holiday Trends The first keyword phrase on our list that fell in the Holiday category is “Teacher Appreciation Week.” Teacher Appreciation Week - 5/3/2020 - 10,000,000+ queries Looking at the 5 year trend for this phrase, you can see that search interest surged in 2020. We think this year’s spike was powered by two main factors:  1) Google changed their logo to celebrate Teacher Appreciation Week on May 3rd as a part of their Google Doodle program. 2) The pandemic has taught us all how important our teachers are, especially the parents who have been helping their kids learn from home.  While we may not see as much of a jump next year, marketers can add the week of May 3 - 7, 2021 to their calendars as a prime gift-giving time period.  The second holiday phrase from our list is “Cinco de Mayo.” Cinco de Mayo - May 4th - 2,000,000+ queries Looking at the chart, the query volume is up from last year, but lower than a peak in 2017. The holiday has been criticized in recent years, as the promotion of the date started as an earnest show of patriotism but has transitioned to be a chiefly corporate celebration. Even without a pandemic, we wonder if the popularity of this holiday will continue to dwindle as the public’s attitude on the true nature of the celebration changes. The next holiday on our list is “Mother’s Day”, which appeared many times on our list. Mother's Day 2020 - 5/2/2020 - 1,000,000+ queries  Happy Mother's Day - 5/8/2020 - 1,000,000+ queries Happy Mother's Day - 5/9/2020 - 2,000,000+ queries Happy Mother's Day Images - 5/9/2020 - 2,000,000+ queries Mother's Day - 5/10/2020 - 500,000+ queries This year, Mother’s Day was a multiple-day event with many queries occurring on the days that led up to the holiday. We do appreciate that there was a spike in queries the week before the holiday. We’re pretty sure people were checking to make sure they didn’t miss celebrating with the moms in their lives. Beyond that, the “images” query on the 9th is intriguing, as it appears that people were looking for visuals to wish someone a Happy Mother’s Day in lieu of a traditional printed card.  We thought that this query was driven by our new behavior due to the pandemic. When you may not want to go to a traditional store to browse cards, the solution could be to make your own at home. From the chart above, this phrase has had enough volume to be measured from May 2012 now. With its highest volume this year, this trend could be an indication that pandemic-driven behavior shifts may affect sales in the printed card industry for future holidays. Lastly, “Memorial Day” was a popular holiday phrase on our list. Memorial Day - 5/24/2020 - 10,000,000+ queries 2020 saw the biggest query volume for this holiday not only over the past 5 years, but also... ...the last 16 years. This slight boost over last year and 2016 could be driven by COVID-19, as people were searching for information related to the holiday. Marketers should note that this holiday has been gaining query volume since 2004 and should be a factor they consider in their plans for the year. Protests for Racial Equality and Justice‬‬ In May 2020, there were many queries that were related to the deaths of Ahmaud Arbery and George Floyd, as well as the protests that followed.   Ahmaud Arbery - 5/5/2020 - 2,000,000+ queries Ahmaud Arbery - 5/6/2020 - 2,000,000+ queries Ahmaud Arbery - 5/7/2020 - 200,000+ queries George Floyd - 5/26/2020 - 5,000,000+ queries Minneapolis - 5/27/2020 - 2,000,000+ queries Minneapolis news - 5/27/2020 - 1,000,000+ queries Minneapolis riots - 5/27/2020 - 1,000,000+ queries Tim Walz - 5/28/2020 - 500,000+ queries Derek Chauvin - 5/29/2020 - 2,000,000+ queries Protests - 5/30/2020 - 2,000,000+ queries From a purely analytical standpoint, the query volumes of these searches indicate that the deaths of Ahmaud Arbery and George Floyd, as well as the world’s reactions to them, held great importance among the general public in May 2020. In the past, that’s the only takeaway we would share, as our primary goal of this blog was to merely report phrases, dates and query volumes as a record of how searches progressed over time.  But the queries on this list cannot – and should not – be viewed or discussed solely through an analytic lens. Because not only do these queries represent the murders of two men, but the systemic racism, oppression and racial violence against Black people that remains prevalent in our country today.  We at AMP Agency have been deeply affected by these events and stand in full support of the Black Lives Matter movement. As we continue to listen, to examine ourselves and our actions, and to do the work we need to do, we want to make it clear that any tool that helps us learn more about how we can end racial inequality is one we wholeheartedly support.  That being said, Google itself has understood the importance of this subject and has provided this helpful resource to bring greater focus to the queries related to these society-changing topics. Along with compiling keyword queries related to protests for racial equity and justice‬‬, this resource includes many different insightful visualizations and data segments that provide information as users search for answers on Google.  Thanks for reading. Until next month.