Shopper Beware

MOMMY BLOGGER

Shopper Beware

KIMBERLY RAE MILLER

WRITER

The importance of creating a sense of security for shoppers

I am not someone who generally feels unsafe in the world. I leave my purse in the car more often than I should and let my kids strike up conversations with strangers as long as I’m in earshot. I have always believed that the world was made up of mostly good people, with a few bad apples thrown in for variety. But the world doesn’t feel as safe these days as it once did. Maybe it’s the economy, the aftermath of the pandemic, the tribalism of American politics, or maybe it’s always been this way and I didn’t realize it. Still, even in the quintessential Americana-esque town where I raise my family I have begun to question how safe I am walking through parking lots and roaming supermarket aisles. Last February, a woman I know from our day care was held up at gunpoint in a parking lot shared by a Whole Foods, Target, and craft store. It’s a shopping center I regularly frequent, as do all the other moms in my area. At 2:30 in the afternoon, she was attacked while she buckled her two-year-old in their car seat. She thought faster than I would have, scaring the attacker off by pressing the panic button on her keys. Afterward, she took to a local Facebook group to share her story. People accused her of fearmongering until the incident and video from the parking lot surveillance was aired on the news. That’s not the only story that has circulated among women I know in real life, women I trust, of being followed down supermarket aisles or to their car, only to have their suspicions confirmed by store management and local authorities. A quick Google search turned up oodles of recent news reports of moms with young children being targeted in parking lots all over the country. Moms with little ones are easy targets. Our hands are full. Our attention is scattered. And our instinct is to protect our kids above all else. People don’t always believe women when we say we’re scared. Worries are often dismissed as neurosis, but at the same time, we’re told to always be on guard and able to protect ourselves. This juxtaposition often leaves us questioning our instincts when we feel unsafe. But fear is a powerful emotion; it changes behavior and routines. I don’t go to that Whole Foods or Target anymore if my husband isn’t with me. If I need groceries and I’m home alone with the kids, I’m much more likely to order online for pickup or delivery. You can’t necessarily control the bad apples that find their way to your store, but you can ensure that shoppers know they’re safe when they’re there. Having visible security cameras, security guards, and people out and about in parking areas or to greet shoppers throughout the store goes a long way toward making us feel comfortable. Be transparent about your efforts to keep shoppers safe. ■

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SUPPLIER PERSPECTIVES PET SPECIALTY

Winning in E-Commerce: Top Tips to Make the Sale with Pet Owners

E-commerce – it’s not so much a trend as it is a new way of life for an increasing number of pet owners. The growth of e-commerce has been steadily gaining momentum, in parti cular over the last two years. As a result, there has been a shift toward behaviors that reduce the number of trips to a brick and mortar store. The pet care industry is moving faster than ever to meet pet owners’ needs in this evolving landscape. Pet owners who shop both online and in brick and mortar stores spend 50% more than pet owners who only shop in brick and mortar stores.* The growth of this channel paired with the growth of the pet category presents a big opportunity for brick and mortar retailers with an online presence. However, many shoppers are not choosing their store-based retailer for their e-commerce needs.

“Driving awareness of your online pet soluti ons is important in navigati ng this competi ti ve space,” said Joe Toscano, VP of Sales at Nestlé Purina. “Fortunately, there are some simple yet eff ecti ve ways to meet your pet shoppers’ needs and promote customer loyalty.” Consider the following ti ps when planning your e-commerce strategy: • Meet pet owners when and where they choose to shop. Off ering a variety of fulfi llment opti ons is key.

An eff ecti ve e-commerce strategy should have an omni-channel fulfi llment model that includes ship to home, BOPIS (buy online, pick up instore) and curbside pickup.

*Source: Nielsen Homescan Panel Custom Crosstab 52wks ending 8/13/2022 • Promote your platf orm. Storebased retailers have the unique opportunity to meet shoppers when and where they choose to shop. Share with them – both in-store and in aisle – that you have an online platf orm. Because shoppers are moving online, it’s important to let them know you can meet their needs allowing them to stay with your franchise and increasing their loyalty to you as an omni-channel retailer.

• Prioriti ze top selling products and brands. Think about your online platf orm as a mirror of in-aisle selecti on. Positi on your bestselling brands prominently on your pet landing pages, and feature engaging brand content, such as product photos, video and rati ngs and reviews. Add large sizes or bulky items online for shoppers to fulfi ll when there isn’t enough shelf space in store. • Make it easy. Shoppers report that using a site once moti vates them to go back and shop there again. Off ering autoship or auto replenishment will not only allow shoppers to save ti me and money, but it will also increase repeat buyers. In fact, a Purina study found that more than two-thirds of pet buyers who use subscripti on for pet say they are very likely to conti nue. Simplify the online checkout process and off er free shipping. E-commerce has changed the way shoppers buy their pet food and supplies. As the pet care category leader, Purina off ers retail partners customized strategies to capture the valuable pet shopper’s sale. If you have questi ons or need assistance, reach out to your Purina sales rep.

Purina trademarks are owned by Société des Produits Nestlé S.A. Any other marks are property of their respecti ve owners.