Thinking about the future of marketing, I’ve been struck over the past few years by the idea of marketing as service design. Specifically, how might agencies partner with clients to produce, as Mel Exon says, advertising good enough to pay for? Digital strategists – having one eye on the consumer and another on the future – are in a unique position to deliver ideas that create real value by baking innovative technology directly into clients’ service offerings – generating effective engines for business growth in doing so.
Unfortunately, the promise of these kinds of ideas has outpaced action, and we only have a handful of case studies that exemplify what this type of marketing might look like. So, I got to thinking… how might we apply current technology to improve the grocery buying process?
Where are we now?
Supermarkets operate in a highly fragmented, mature market landscape where individual players ruthlessly seek competitive advantage and depend on constantly improving operational efficiency in order to survive. Despite this, the consumer-facing shopping experience hasn’t changed fundamentally in decades.