<p>By: Tom Duffy, Senior Advisor, Nonfoods Community Development, FMI </p><div class="mg-image–circular" style="float:right;margin:10px;"><img src="https://www.fmi.org/images/default-source/blog-images/nonfoods-shopping.jpg?sfvrsn=1d5d4cd7_1" sf-constrain-proportions="true" sf-custom-thumbnail="true" width="600" alt="Nonfoods" class="sf-immutable-selected" sf-size="100" /></div><h5>Why Does it Matter?</h5><p>Nonfoods are a growing opportunity for grocery retailers to increase sales and build customer loyalty. Products like household goods, personal care items and pet supplies are no longer afterthoughts — they’re essential parts of the grocery shopping experience. It’s crucial to understand how customers shop for these items and adapt your strategies to meet their needs.</p><p>Nonfoods shopping behaviors reveal valuable insights into customer preferences, decision-making processes and potential cross-category opportunities. By tapping into these insights, retailers can create a seamless shopping experience that drives incremental sales and strengthens brand loyalty.</p><h5>Unlocking Shopper Habits</h5><p>Key factors influencing nonfoods shopping behaviors shape how customers choose and purchase items beyond traditional grocery categories.</p><ul><li><strong>Convenience:</strong> Shoppers often prefer to purchase food and nonfoods in a single trip.</li><li><strong>Value Perception:</strong> Competitive pricing and promotions play a significant role in decision-making.</li><li><strong>Cross-Category Shopping:</strong> Customers may bundle nonfoods items with food purchases for specific occasions, like family dinners or pet care.</li></ul><p>Understanding these behaviors helps retailers position nonfoods items strategically, ensuring they complement the overall shopping experience.</p><h5>Reasons to Explore Nonfoods Shopping Behaviors</h5><ul><li><strong>Increased Basket Size:</strong> Adding nonfoods to grocery trips increases overall transaction value.</li><li><strong>Customer Retention:</strong> Meeting nonfoods needs enhances convenience and encourages repeat visits.</li><li><strong>Cross-Selling Opportunities:</strong> Pairing food and nonfoods items creates unique value propositions for shoppers.</li></ul><h5>Step-by-Step Guide </h5><ol style="font-weight:bold;"><li>Analyze Shopper Data: <span style="font-weight:normal;">Leverage loyalty programs and analytics tools to study how customers interact with nonfoods categories. Identify trends, such as popular product combinations or peak purchasing times.</span></li><li>Optimize Assortment and Placement: <span style="font-weight:normal;">Review your nonfoods product mix to ensure it aligns with customer needs. Position high-demand items near related food products to encourage cross-category sales.</span></li><li>Focus on Promotions and Bundles: <span style="font-weight:normal;">Develop targeted promotions that combine food and nonfoods items. For example, offer discounts on cleaning supplies with meal kits or pet treats with fresh produce.</span></li><li>Leverage In-Store and Online Channels: <span style="font-weight:normal;">Ensure that nonfoods are prominently displayed both in-store and online. Use digital marketing tools to highlight deals and suggest complementary purchases.</span></li><li>Train Staff on Cross-Selling: <span style="font-weight:normal;">Equip your team with the knowledge to suggest nonfoods during customer interactions, enhancing the shopping experience while boosting sales.</span></li></ol><h5>Key Considerations for Success</h5><ul><li><strong>Customer Preferences:</strong> Stay attuned to evolving consumer demands to ensure your nonfoods offerings remain relevant.</li><li><strong style="background-color:transparent;color:inherit;font-size:inherit;text-align:inherit;text-transform:inherit;word-spacing:normal;caret-color:auto;white-space:inherit;">Strategic Placement:</strong><span style="background-color:transparent;color:inherit;font-family:inherit;font-size:inherit;text-align:inherit;text-transform:inherit;word-spacing:normal;caret-color:auto;white-space:inherit;"> Thoughtful product placement can significantly influence purchase decisions.</span></li><li><span style="background-color:transparent;color:inherit;font-family:inherit;font-size:inherit;text-align:inherit;text-transform:inherit;word-spacing:normal;caret-color:auto;white-space:inherit;"></span><strong style="background-color:transparent;color:inherit;font-size:inherit;text-align:inherit;text-transform:inherit;word-spacing:normal;caret-color:auto;white-space:inherit;">Digital Integration:</strong><span style="background-color:transparent;color:inherit;font-family:inherit;font-size:inherit;text-align:inherit;text-transform:inherit;word-spacing:normal;caret-color:auto;white-space:inherit;"> Ensure your online platforms support seamless browsing and purchasing of nonfoods.</span></li></ul><p>Nonfoods shopping behaviors provide grocery retailers with a valuable opportunity to drive growth and create a more holistic shopping experience. By understanding these behaviors and aligning your strategies accordingly, you can more effectively meet customer needs while boosting your bottom line.</p><p>Take the next step by watching the free digital seminar, "<a href="https://www.fmi.org/forms/store/ProductFormPublic/NonfoodShoppingBehaviorsOnDemand">Exploring Nonfoods Shopping Behaviors in Grocery Retail</a>." You’ll gain actionable insights and strategies to help you adapt to nonfoods shopping trends and maximize cross-category opportunities. Don’t miss this chance to elevate your retail approach and unlock new avenues for growth!</p><p><a href="https://www.fmi.org/forms/store/ProductFormPublic/NonfoodShoppingBehaviorsOnDemand" class="button">Access the Digital Seminar</a>
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