Shopper Matters Episode 6: The New Rules of Grocery Engagement

While independent grocers remain at the heart of their communities, today's national chains present true competition. To compete at the national chains' levels, independents must master digital connection in addition to the personal connections they've already established.

In a recent Shopper Matters episode, IGA VP Brand Development Michael La Kier sat down with RSA America Chief Commercial Officer Rob Belcore to discuss how independents can use data, personalization, and mobile tools to thrive in a changing retail landscape. Watch the recording below, listen to it on Amazon, Apple, Podbean, or Spotify, or keep reading for the key takeaways.

Our mission from the start was to empower independent grocers through technology and smarter marketing,” said Belcore. “The power lies in connecting marketing activity to actual transaction data — seeing that what you’re doing really drives conversion.”

 

The Power of the Independent Shopper

Independent grocery shoppers, Belcore explained, stand out for their curiosity and loyalty.

“They’re not afraid to ask questions or request products,” he said. “They trust their local grocer to bring in what’s new — and that keeps independents on the cutting edge.”

With smaller footprints and direct customer feedback, independent grocers are uniquely positioned to introduce emerging products faster than large chains and build stronger personal relationships that drive long-term loyalty.

Personalization with Purpose

RSA America’s data shows that targeted, personalized offers can drive 30-40% increases in transactions when used strategically. But Belcore cautions against overdoing it.

"Your macro has to feed your micro,” he explained. “If you’re not creating strong overall engagement with your weekly ads and digital promotions, your personalized offers won’t stick.”

That balance — building general engagement while layering in personalization — is key to avoiding what Belcore calls the “creepy” factor of over-targeting.

Commitment, Integration, & ROI

Belcore also emphasized that technology isn’t magic, as it needs leadership and investment.

“You can’t just buy a loyalty or AI system and expect it to go on autopilot,” he said. “You have to commit time and budget — even just an hour a month — to review performance.”

The most successful independents, he added, are integrating loyalty programs with pricing and promotions, breaking down internal silos to create seamless omnichannel strategies.

“If we want an omnichannel shopping experience,” Belcore noted, “we need omnichannel budgeting.”

The Mobile Opportunity

Mobile ordering is another underused growth area for local retailers.

“Independent grocers with prepared foods — fried chicken, pizza, sandwiches — are competing in the same lunch space as KFC or Chipotle,” said Belcore. “Those QSRs get over 30% of sales through mobile orders. Grocers can do the same.”

By applying mobile convenience to the quality and trust shoppers already associate with their stores, independents can capture both lunch sales and grocery baskets in one visit.

Start Small, But Start Now

As AI and automation evolve, Belcore advises grocers to build confidence step by step.

“You can delay starting all you want, but the moment you click send for the first time, that’s Day One.”

He encourages retailers to test, measure ROI, and reinvest in what works.

“It’s not about the one perfect offer. It’s about the collection of a thousand small actions that together drive results.”

Key Takeaways for Grocers

• Independent shoppers are curious, loyal, and eager to try new products.
• Build broad digital engagement before layering personalization.
• Dedicate budget and time to analyze performance.
• Integrate loyalty and promotions under one omnichannel plan.
• Use mobile ordering to grow deli and prepared food sales.
• Trust technology, test often, and learn by doing.

“Customers are more accessible than ever,” Belcore concluded. “The tools are there — it’s time to use them.”