Competition drives innovation, and grocery stores and supermarkets are in the midst of great evolution. The familiar brick-and-mortar stores long at the center of consumer life are being spurred to change by intense online competition and the shifting shopping habits of Millennial and their successors, Generation Z. No longer are variety, price and ease of shopping enough to ensure a steady and growing clientele. Today's food consumer can get all that online. What a physical store can offer is an experience. That includes lively visual merchandising, in-store sampling, destination centers inside grocery stores, a combination of online and in-store shopping and even in-store entertainment, dubbed retailtainment. What neighborhood farmer's markets discovered already-that the experience of buying fresh food and the delights that live entertainment draws in the customers- brick-and-mortar stores are increasingly including in their stores.
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