The main new driver of customer experience in Grocery retail - the Fresh opportunity

• Author: Ismana-Ilisan C. M.
• Pages: 133-140

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 10 (59) No. 2 - 2017

The main new driver of customer experience in

Grocery retail - the Fresh opportunity

Camelia-Maria ISMANĂ-ILISAN1

Abstract: The main challenge of a modern retailer is how to delight customers in fresh

products without risking prof itability. To compete effectively, businesses must focus on the

customer's shopping experience. To manage a customer's experience, retailers should

understand what “customer experience” actually means. Customer experience includes

every point of contact at which the customer interacts with the business, product, or service.

Customer experience management represents a business strategy designed to manage the

customer experience. This paper presents the results of a marketing research study

conducted for reviewing perception versus reality of customer experience delivery in fresh

products and product availability.

Key-words: main driver, customer experience, fresh opportunity, customer loyalty, product

availability

1. Introduction

The fresh sector from fruit and vegetables, to meat and seafood, to baked goods and

prepared food is responsible for 40 percent of grocery’s total revenues. New entrants

into the grocery market, combined with channel complexities have generated fresh

challenges for grocers. Additionally, the battle for the customer has not only

intensified due to increasing competition, but the shoppers are more complex and

sophisticated in their needs. What constituted good customer experience in the past

has evolved rapidly as lifestyles change and technology advances.

Today’ s shopper is not simply looking for the best price, but also for the best

choice, best availability and most importantly, the freshest product. Get availability,

price and choice right in fresh and the rest should follow, including the customer. It

sounds simple, but as grocery retailers know all too well, the perishable nature of

fresh comes with fast, furious and complex decisions around managing price and

replenishment. Decisions that, if made inaccurately or at the wrong speed, can leave

shoppers heading for the exit sign and into the welcoming arms of the competition.

1 Transilvania University of Braşov, cismana@gmail.com