Shopper Matters: How Social Media Is Driving Real Results for Independent Grocers

Social media is no longer just about likes, shares, and brand awareness. Today, it’s about driving real shopper action: store trips, online orders, catering purchases, and loyalty signups.

In a recent episode of Shopper Matters, Host and IGA VP Brand Development Michael La Kier sat down with AR Marketing Social Media Director Melissa Carrick to discuss how independent grocers can use social media as a true business driver instead of simply a marketing checkbox. Watch the interview below or listen on your favorite podcast streamer: Amazon | Apple | Spotify.

Here are the key insights and takeaways for IGA retailers.

Social Media Has Shifted From Impressions to Action

Carrick highlighted how dramatically social media has evolved:

It used to be so simple: just get some likes. We’ve really come a long way...shoppers are expecting to have a seamless shopper experience. They don’t even want to leave the app if they want to buy something.”

Today’s shoppers, especially younger ones, expect to discover products and meal inspiration on social media, Carrick said. They also want to have the option to purchase without friction and interact directly with brands, receiving immediate responses to questions or issues. 

In fact, 47% of Gen Z now use social media as a search engine instead of Google, according to Carrick. That means your store isn’t just competing on shelf — it’s competing in the feed.

IGA Takeaway: If your store isn’t showing up in social search, you’re invisible to a growing segment of shoppers.

Inspiration Sells More Than Price

While weekly ads and promotions still matter, Carrick emphasized that social works differently.

“It’s less about selling and more about creating content that they’re interested in,” she said.

Carrick recommended that independent grocery teams create social media content that inspires shoppers before they realize they're ready to buy. She said that the best performing content includes:

• Aesthetic recipe videos
• Fresh meal ideas
• Real employees
• Community involvement

“There’s a story in every single store," Carrick shared. "People want to see people, and they relate to people.”

From the deli clerk who’s been there 40 years to your local charity partnerships, these stories build emotional loyalty; not just transactional loyalty. Carrick is adamant that independents highlight their deep community roots to differentiate themselves from national chains, as they may not be able to always win on price but can win on connection.

IGA Takeaway: Lead with inspiration, not just price. Your store’s personality and people are competitive advantages that national chains can’t replicate.

Why Facebook Still Wins for Grocery

While TikTok gets the buzz, Carrick said Facebook is still the best channel grocers can use for local advertising, noting their strong local targeting and cost-effective advertising. Stores can even integrate their loyalty signup on the platform.

Carrick noted that Facebook acts almost like a second Google listing, where shoppers expect to find hours, updates, and offers there, so it's important to keep the page updated with that information.

IGA Takeaway: Don’t overlook Facebook. It remains a powerhouse for driving local action.

The Power of Omni-channel Loyalty Campaigns

One standout example from AR Marketing involved a 10-store grocery retailer running a coordinated loyalty campaign that used direct mail, email, social media ads, in-store signage, and employee signups at checkout.

The results?

• 700+ new loyalty signups
• 5–12% sales lift across stores
• Approximately $7 cost per signup

"That means $7 per new customer, essentially," Carrick said. "That’s a pretty cheap price for a new customer.”

When you compare that to average basket sizes, the ROI becomes very compelling.

IGA Takeaway: Social media works best when integrated with in-store and other marketing efforts. Omni-channel drives measurable results.

Organic vs. Paid: You Need Both

Many independents wonder if there is value in paid social media ads. Carrick was clear: there's a time and place for both organic and paid media.

“You do need to pay to play," she said, "but there’s still a role for organic on all channels.”

Unpaid, or organic social media, is best for community building, while paid social media is best for conversions and growth. Carrick further broke it down by explaining that organic content is ideal for:

• Employee spotlights
• Community partnerships
• Local storytelling
• Engagement

Paid advertising excels at:

• Loyalty signups
• Catering sales
• E-commerce orders
• Targeting lost shoppers

IGA Takeaway: If budget is tight, start with strong organic content. When possible, layer in paid campaigns for measurable growth.

Customer Service Happens in the Comments

Social media is no longer just marketing — it’s customer service. Shoppers now message stores with questions, post complaints publicly, and leave reviews expecting swift responses. Carrick warned that response time matters and that grocers should monitor and respond actively. Thoughtful responses, especially to negative feedback, can protect your reputation and even retain customers.

IGA Takeaway: Treat social media like an extension of your service desk.

Final Advice for IGA Grocers

If you’re already on social media and want to improve, Carrick's top recommendations were simple:

Know your audience, pick a channel that’s right for them and for you, and then do that one channel well.”

You don’t need to be everywhere; you need to be consistent, strategic, and authentic.

Social media is no longer optional, but rather a core driver of shopper behavior. When done right, social media builds loyalty, lifts sales, and strengthens an independent grocer's role in the community.