Digital personalization means a unique store for every shopper
The growth of online grocery shopping is pressuring retailers to more effectively curate the large selection of products they offer.
A predictable thing happens when industries migrate online: They try to digitally replicate the same customer experience that made their analog business successful. When magazines and newspapers shifted online more than two decades ago, their websites simply re-ran print stories. When music buying and movie rentals went digital, companies made their customers browse voluminous catalogs and then get their choices shipped to their homes.
These are necessary steps, often bounded by limitations in technology and operations. Over time, though, industries have carved out new digital-specific experiences that harness the channel’s ever-evolving technology while also addressing the unique ways people can interact with it. Publications have discovered digital mediums like podcasting and visual storytelling, and digital-only titles — ahem, like Grocery Dive — have proliferated. Netflix and Spotify have developed personalized, digital-first experiences that have refashioned how people interact with media.
