In today’s demanding modern-day family life, grocery shopping is no longer just a chore; it’s a balancing act between finding the time to plan and execute your family’s shopping trip while saving a buck or two along the way. While who handles the grocery shopping varies by households, data from Statista shows women are the primary shoppers in most households. The “modern mom” faces many challenges, something I see firsthand with my hardworking wife, the mother of our 5-year-old. As a millennial mom, she takes on most of the grocery planning and shopping responsibilities, and watching her navigate the hustle and bustle has opened my eyes to the opportunity grocery retailers and brands have to support the Chief Grocery Officers (CGO) like my wife and many others. To build lasting brand loyalty with today’s moms, grocery brands and retailers should focus on five key priorities for these modern CGOs:
1. Convenience is King
Time is the most precious commodity for busy moms, and brands that save them time are already ahead. Convenience should be the guiding principle behind every aspect of the shopping experience—from user-friendly mobile apps and websites to the physical stores. While mobile apps and online ordering make shopping on the go very convenient and are critical shopping options to offer customers, reports have shown people are returning to in-store shopping trends closer to what we saw pre-COVID. A streamlined in-store shopping experience can offer things like themed end caps with everything you need for an easy to table dinner or tailgate party, current digital coupon reminders on shelf tags and access to digital coupons right at checkout. Speaking of checkout, it’s common to have self-checkout and assisted checkout options, which are table stakes this day in age. And dare I say not having the milk all the way in the back corner of the store? (I know, there are some things that may never change). Offering an array of convenient online and in-store shopping options can build brand loyalty with today’s moms on the go.
2. Inflation is a Thing – Value & Savings Are Too
Families are increasingly focused on maximizing value, making transparency in pricing essential for brands. Loyalty programs, digital coupons, weekly sales and monthly discounts can also help busy moms feel confident they are making smart financial decisions while also having access to convenient savings opportunities. In a market where every dollar counts, showcasing both affordability and value will help grocery brands stand out. Private label brands are a prime opportunity for grocery retailers to offer high-quality products at a fraction of the price of national brands. According to FMI: Power of Private Brands 2024, 55% of grocery shoppers have bought more private label brands over the past year. And honestly, many private brand products are not sacrificing quality for price anymore; they’re mom-approved.
3. Reliability – Mom’s Favorite Ingredient
The Millennial Mom isn’t choosing a grocery store, they’re choosing reliability. This means consistently stocked shelves, dependable delivery times and products that meet their expectations in terms of quality, value and freshness – the only thing that spoils a meal plan faster than empty shelves is rotten produce, and going to more than one store when you’re in a hurry is nothing but inconvenient.
4. The Secret Sauce – Personalization
If you're a retailer and haven’t yet tapped into the power of unique preferences, now is the time to take steps toward more personalized offerings. Each family has different dietary needs, preferences and shopping habits, and grocery brands that leverage data to create a tailored shopping experience can truly stand out. Personalized shopping lists, product recommendations based on previous purchases and tailored promotions streamline decision-making, boosting shopping efficiency and convenience for busy shoppers – (again, convenience is king!). I know data personalization can be difficult especially for smaller independent retailers. If that’s you, that’s where I suggest leaning into your size and being the community ambassador, or the neighborhood grocer that knows their shoppers and their preferences – that’s where you win. Foster an environment where your employees engage with your customers and get to know them by name. Relations and personal connections can beat digital personalization. Your size is not a weakness, but a strength when it comes to being a trusted and loved member of the community.
5. Turn Connections into Transactions
Creating an emotional connection pays dividends. For some, grocery shopping may seem transactional, but for busy moms, this is where it’s more about convenience and saving time or money. Providing meals is often also about making sure their families are nourished, cared for and loved. From packing healthy lunches to preparing comforting dinners, grocery shopping can be tied to their sense of responsibility and care. Brands that acknowledge this emotional aspect can build deeper connections. Creating content that speaks to the heart of moms, such as meal planning tips, family-friendly recipes or highlighting how products support healthier lifestyles, can resonate powerfully. To succeed, brands should focus on storytelling that reflects real-life challenges and solutions. Try using formats like how-to videos and interactive social media posts, or working with influencers who share shopping advice through authentic voices. By consistently delivering valuable, actionable content, brands can demonstrate that they understand what matters most to moms, building trust and loyalty along the way.
Grocery retailers that take the time to understand and cater to the busy lifestyles of today’s moms increase their opportunity to build relationships and loyal shoppers. By focusing on convenience, value, reliability, personalization and emotional connection, brands can create a shopping experience that meets both practical and emotional needs of today’s CGOs.
