Industry Spotlight: Digital Transformation in Grocery—Bridging the Gap Between In-Store and Online Experiences

The grocery industry is undergoing a seismic shift. Once a sector defined by in-person, routine shopping, grocery has rapidly become a proving ground for digital transformation. The acceleration of e-commerce, the rise of omnichannel fulfillment, and the demand for seamless, personalized experiences are reshaping how grocers operate and engage with customers. At the heart of this transformation are innovative partnerships—like that between Publicis Sapient and Salesforce—empowering grocery retailers to bridge the gap between in-store and online, drive operational excellence, and unlock new sources of growth.

The Unique Digital Challenge in Grocery

Unlike other retail categories, grocery faces a distinct set of hurdles on the path to digital maturity:

Profitability Pressures: Digital grocery, while growing rapidly, is less profitable than traditional brick-and-mortar. As online sales have surged from 2-3% to 12-15% of total grocery sales, grocers are compelled to invest in automation, micro-fulfillment, and last-mile delivery solutions to protect margins.
Complex Inventory and Fulfillment: Each store in a grocery chain may have a unique assortment and highly dynamic, perishable inventory. This means grocers must essentially manage thousands of digital storefronts, each with real-time inventory and fulfillment needs.
Lost Serendipity: In-store, shoppers often discover new products through samples or eye-catching displays. Online, the experience is more transactional, with shoppers relying on lists and repeat purchases—reducing opportunities for impulse buys and product discovery.

Bridging the Omnichannel Gap: The Role of Publicis Sapient and Salesforce

To thrive in this new landscape, grocers must deliver a unified, data-driven experience across every touchpoint. Publicis Sapient and Salesforce are at the forefront of this evolution, helping grocery retailers:

1. Enhance Digital Discovery and Personalization

Grocers are leveraging Salesforce’s suite—including Commerce Cloud, Marketing Cloud, and the Customer Data Platform (CDP)—to create rich, personalized digital experiences. By unifying customer data across channels, grocers can:

Offer tailored product recommendations using AI (such as Salesforce Einstein), increasing the likelihood of impulse purchases even in a digital context.
Promote new and seasonal products through targeted digital campaigns, compensating for the loss of in-store sampling.
Use first-party data to segment shoppers and deliver relevant offers, driving both engagement and loyalty.

Real-World Example:
A leading grocery chain, facing the challenge of promoting seasonal products online, used AI-driven recommendations to suggest limited-time items (like Pumpkin Spice Oreos) to shoppers who had previously purchased similar products. By integrating these recommendations into the digital cart and post-purchase communications, the grocer recaptured the serendipity of in-store discovery and boosted incremental sales.

2. Integrate Supply Chain and Fulfillment Innovations

Operational complexity is a defining feature of grocery. Publicis Sapient and Salesforce help grocers modernize fulfillment by:

Implementing curbside pickup, buy-online-pickup-in-store (BOPIS), and micro-fulfillment centers, all orchestrated through a unified digital platform.
Providing real-time inventory visibility and dynamic order management, ensuring customers receive accurate, timely service.
Using geocoding and automation to optimize last-mile delivery and reduce costs.

As these fulfillment options become table stakes, the focus shifts to optimizing the experience—making it seamless, reliable, and differentiated.

3. Drive Loyalty and Repeat Engagement

Loyalty in grocery is built on convenience, value, and relevance. By harnessing the power of Salesforce’s Loyalty Cloud and CDP, grocers can:

Create personalized loyalty programs that reward both in-store and online behaviors.
Use AI to identify high-value customers and deliver surprise-and-delight moments, such as tailored offers or free samples in online orders.
Orchestrate communications across email, SMS, and app notifications, keeping the brand top-of-mind between visits.

Case in Point:
A major grocer used Salesforce Audience Studio to unify customer data and launch a revamped loyalty program. Members received personalized offers based on their purchase history, and the grocer used Marketing Cloud to automate reminders for replenishing frequently bought items. The result: increased basket size, higher program engagement, and measurable growth in customer lifetime value.

Closing the Gaps: From In-Store to Online and Back Again

The future of grocery is not about choosing between digital and physical—it’s about creating a fluid, connected journey. Today’s shoppers expect:

The ability to manage lists, access rich product information, and check inventory from any device.
Consistent, convenient payment and checkout options, whether online or at the store.
Relevant communications and offers that reflect their preferences and behaviors, regardless of channel.

Publicis Sapient’s approach ensures that every touchpoint—digital or physical—drives value for both the customer and the business. By leveraging the full Salesforce stack, grocers can:

Break down data silos and build a 360° view of the customer.
Orchestrate seamless journeys that anticipate needs and foster loyalty.
Continuously optimize operations and experiences through data-driven insights and agile delivery.

Why Publicis Sapient and Salesforce?

With deep expertise in grocery and a proven track record of delivering transformation at scale, Publicis Sapient and Salesforce are uniquely positioned to help grocers:

Accelerate digital maturity and operational agility.
Unlock new revenue streams through data-driven personalization and loyalty.
Future-proof their business in a rapidly evolving market.

Ready to bridge the gap between in-store and online? Connect with Publicis Sapient to discover how you can deliver unified, personalized, and profitable grocery experiences that set your brand apart.