Despite supply chain issues, consumers have shifted and prefer to have their groceries delivered.
Grocery delivery companies have impacted relationships with supermarkets and retailers where there is a cross-marketing to promote the service.
The next step is for the industry to convince the next wave of potential consumers to sign up for the service. One thing is certain, happy consumers will spread the word.
How can the delivery expand?
An idea is to create mythical figures to represent the brand.
Tony the Tiger did it with Kellogg's.
Green Giant with canned and steamed vegetables.
Jake from State Farm and Flo from Progressive Insurance are perfect examples. Flo's character in the Superstore took Progressive from obscurity (Progressive was associated with Progressive soup). The 'Gecko' is another example that benefitted Geico insurance companies
Now there is an opportunity for the industry for grocery delivery companies to bolster their brands, -- that is, create a character that associates with a grocery shopper who prefers delivery.
The customer persona waiting at home for the delivery could make a connection that says: "I love my supermarket, but I love my time home more. Bring me the groceries."
Brands create myths that align with the culture. Framing the story of the myth could be the key to beginning the next wave of grocery delivery marketing. It worked for insurance and could work for grocery delivery.
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