During the pandemic, 61% of people increased their online shopping volume; 14% of consumers started shopping at online supermarkets, and 17% stopped visiting physical stores.
What are supermarkets doing to meet the growing digital demand?
To help us answer this question, we invited two industry experts:
- Fabiano Benedetti: Marketing and Business at APAS (São Paulo Supermarket Association)
- Murilo Savegnago: Marketing Manager at the Savegnago Supermarket Chain
Check out the full webinar: Customer Experience in Supermarkets (Online and Offline)
Fabiano Benedetti: In supermarkets, we face two challenges: logistics and the issue of perishable and natural products, which must be delivered with high quality. At the beginning of the pandemic, complaints about supermarkets were increasing, but today we see that this has significantly decreased. In other words, the sector has managed to adapt to the new normal, through alternative payment methods and drive-thru options, for example.
How did the Savegnago chain respond to digital growth? And how did it strengthen customer relationships?
Murilo Savegnago: The pandemic was a catalyst for the digital environment. The in-store presence and experience continued to grow, as stores have their own charm, especially in our industry, which focuses on service and convenience.
We saw a 30% in average customer ticket this month (October 2020) compared to last month. We saw an increase in e-commerce, going from 1,000 orders per day to 5,000 . Delivery apps now represent 15% of our online sales . Drive-thru systems are also changing, with the use of intercoms, for example. I believe companies in the sector have been able to absorb and adapt to the demands of the new normal.
Engaging with customers and responding to reviews quickly and efficiently is a hallmark of the Savegnago chain. How about telling us a little about that?
Murilo Savegnago: Customers buy from the brand, not the store . Therefore, we need to build a relationship with them and our brand. Logistics and product issues are handled by the brand; what the customer needs is 360-degree service across all contact channels.
We saw a huge opportunity through digital. Harmo's tool gave us the ability to respond 100% to our customers . Today, we have 1,700,000 registered customers, and the challenge is to connect effectively with this vast array of people we were able to connect with each customer on their unique level . This is what experience and brand engagement are all about
Fabiano Benedetti: The supermarket has always been a very powerful showcase. Previously complaints were seen as a problem . Today, with social media, we can instantly follow what customers are saying.
People want quick responses, and when you positively view what customers say about you, you capture information and drive improvements. This opens doors. When customers are treated with respect , they'll pass it on to others and become advocates for your brand .
When it comes to online reputation, 85% of customers leave positive reviews. The response strategy focuses on local SEO, driving visibility. How do you handle this on Savegnago networks?
Murilo Savegnago: We divide all cities into four regions, and monthly we review all customer feedback points and feedback , both positive and negative, so we can improve our operations and deliver value. We also use this as a way to individually congratulate an employee who made a difference at some point. We often say we have two eyes: one for our customers and one for our employees.
During the pandemic, things changed constantly, from operational information to combat and prevention protocols. What was your experience with this? How did you keep your records up to date?
Fabiano Benedetti: Governments and city halls were changing things very quickly. How can you communicate with your customers without knowing if you'll be open the next day? If they'll be able to enter the store? We tried to keep customers updated, but it wasn't easy; it was a challenge for everyone. I believe this was done very responsibly.
Murilo Savegnago: As we've made our work available on social media, we've been easing the burden on other communication channels, such as customer service. Of the 65% of customers who shop online, 62% check out what's being said about brands on social media. We've seen a 30% drop in communication channels like phone calls and customer service because we've started making so much information available on social media. When customers have access to this information accurately and simply, they feel secure and don't need to contact us to ask questions like, "Are you open today? What are your opening hours?" Previously, we used flyers to publicize offers. For example, today we've made this available on social media, and customers no longer miss the flyers because they always have access to the latest news.
When we talk about experience and reputation management, which are two interconnected topics, what tips would you give the public to start using this as a relevant tool for their business? How can we approach this strategically?
Fabiano Benedetti: Today, if you don't work on your company's image and pay attention to what customers are saying about their experience with you, individually, you'll lose out. Responding to each individual customer turns them into fans of your brand. A store that treats customers well will keep them coming back because it offers value that isn't just for sale. You need to understand your reputation and address problems head-on, segmenting customers. This mechanism should be at the heart of companies' decision-making. Today, although digital media is growing rapidly, it's no substitute for face-to-face interaction and experience.
Murilo Savegnago: Regardless of your business, the customer is at the center of everything, and everything should be geared toward them. Today, there's no such thing as a customer per category, but rather a category per customer. With the customer focus , I believe Black Friday will be about experiences, not promotions. Black Friday is much stronger online, so it's essential to offer a seamless customer experience: an easy-to-navigate website, product availability and stock, on-time delivery, product quality, and a truly reduced price.
What was it like for Savegnago to start an online reputation management project?
Murilo Savegnago: It all started with a challenge from one of our advisors. Our biggest pain point was having too much information and not communicating it to the client. We realized how valuable this information was and searched the market for a comprehensive company like yours. Today, clients know they'll be listened to , whether congratulating, praising, or criticizing us. We're 100% committed to building relationships with our clients!
Below, we share a success story from Savegnago networks, which has been with us for 10 months:
- In less than 3 months, the Savegnago chain increased views on Google My Business by more than 50%, reaching more than 1 million views per month.
- Before Harmo, Savegnago's average monthly searches were 1.2 million. After Harmo, this increased to 1.8 million.
- Average monthly views increased by 50%, doubling from 500,000 to 1 million.
- Monthly shares went from 41,000 to 80,000 after Harmo.
- 100% response rate, meaning all reviews were responded to.
Check out the full webinar: Customer Experience in Supermarkets (Online and Offline)
