The Next, Great Destination – Your Local Grocery Store - By John Hendrie
We all have watched the evolution and transformation of our local grocery store. As we stopped to grab some milk and eggs, we also bought a rake, deposited a pay check, filled a prescription and had a nurse check on a testy splinter in our hand.
Our grocery store was now an emporium of convenience and fun.
The transformation started slowly, I think with paper goods. We all need paper towels and napkins. But, what about a Birthday card or latest best-selling novel? Maybe it was in the household aisle, where we could find light bulbs and mops. Now, we can locate patio furniture and grass seed. Perhaps, it was in the section for pasta and sauces, which now opens up the world of International Cuisine – flavors and products from everywhere. You could buy a soda or test the market’s coffee, sometimes free. Then, we morphed to a Dunkin Donuts kiosk and now a small bistro. Who knew what would be next?
It makes sense – create a community center around one of our basic needs – food. Customers already visit, not necessarily out of choice, but, let’s give them just that – choice, entertainment, dining, exercise, education and the like – become a Destination (minus the Guest Room – they can drive home).
The big box stores as well as the convenience stores had moved into the grocery business. Other retail operations, like banks and pharmacies, were looking to expand their Brands and exposure. They needed traffic and less overhead locations. Alliances were built; everyone benefitted, particularly, the local Customer.
So, we are already there, searching for those eggs and milk. “Honey, do you hear that beat? Let’s stop by the Bistro, have a drink and a burger, watch the live band, and ask the sommelier, Jacques, to demonstrate the proper wine service. Afterwards, we can work those calories off with jazzercise Betty. I hope the ice cream won’t melt.”
So, a one-stop Destination, fulfilling most of our needs. Don’t forget to send that Money-Gram, or pick-up a movie for the kids, or sort your coins. We’ve got it all at your local grocery – the ultimate in the Customer Experience!
