Digital Marketing
Connect with Today's Grocery Shopper
Digital marketing helps grocery retailers reach customers before, during, and after their shopping trip. Whether you're promoting weekly specials, introducing new products, or sharing community events, digital communication builds customer relationships and encourages repeat visits.
According to FMI's U.S. Grocery Shopper Trends, 77% of shoppers use digital technology before grocery shopping, 71% use digital tools while shopping, and 54% use their retailer's mobile app during their shopping trip. These trends highlight the growing importance of maintaining an active digital presence to meet customer expectations.
Social Media Marketing
Why Social Media Matters
Social media allows grocery retailers to stay connected with customers through consistent, engaging communication. It provides an opportunity to highlight fresh products, promote weekly specials, announce community events, and showcase what makes your store unique. An active social media presence helps build trust, increase visibility, and keep your store top of mind when customers are planning their next shopping trip.
FMI Insight
- 77% of grocery shoppers use digital technology before shopping.
- 71% use digital technology while shopping.
An effective social media strategy helps retailers reach customers throughout both stages of the shopping journey.
How to Use Social Media Effectively
Learn how to create a consistent and engaging social media presence by exploring topics such as:
- Choosing the right social media platforms
- Creating engaging graphics and photography
- Writing effective captions
- Planning a content calendar
- Promoting weekly ads and seasonal products
- Showcasing fresh departments
- Increasing customer engagement
- Measuring post performance and insights
Email Marketing
Why Email Marketing Matters
Email marketing provides a direct line of communication with your customers. Unlike social media, emails are delivered directly to subscribers, making them an effective way to promote weekly specials, digital coupons, recipes, store events, and important announcements. Regular email communication encourages repeat visits while helping customers stay informed about what's happening in your store.
How to Build an Email Strategy
Learn the fundamentals of successful email marketing, including:
- Building an email subscriber list
- Designing professional newsletters
- Promoting weekly ads and coupons
- Creating seasonal campaigns
- Writing effective subject lines
- Measuring open rates and click-through rates
- Maintaining customer engagement over time
Download Ready-to-Print Resources
Digital Media Do's and Dont's Print Out
Affordable Digital Marketing Resources
Creating professional marketing materials doesn’t require a large budget. Free and affordable digital tools can help independent grocery retailers create content, reach customers, promote specials, and manage their online presence without needing a dedicated marketing team.
Canva
Best for: Creating social media graphics, flyers, posters, menus, signs, and other promotional materials.
Meta Business Suite
Best for: Scheduling, publishing, and managing Facebook and Instagram content from one place.
Mailchimp
Best for: Creating email newsletters, managing customer email lists, promoting weekly specials, and tracking email performance.
Adobe Express
Best for: Quickly creating graphics, promotional materials, social media content, and branded templates.
Google Business Profile
Best for: Managing store hours, contact information, photos, directions, and other information customers see when searching for your business online.
CapCut
Best for: Creating and editing short promotional videos, product highlights, behind-the-scenes content, Reels, and other social media videos.
Unsplash
Best for: Finding free, high-quality photos to supplement your store’s original photography for websites and marketing materials.
Pexels
Best for: Finding free stock photos and videos for websites, social media posts, and other marketing materials.
Bitly
Best for: Creating shorter links and tracking clicks from social media posts, emails, digital promotions, and QR codes.
Quick Tip: You don’t need to use every tool. Start with one or two that meet your store’s needs and build from there.