Ethnic grocers are redefining online shopping

Japanese dessert show

picture: Muromoto (stock struggle)

Ethnic Grocery Stores –Of Hispanic, Thai, Indian, Korean, Japanese, Chinese and Vietnamese descent Of which-I have always thrived in a physical environment. going to Asian supermarketFor example, it is more than just shopping for groceries. It’s about seeing people, meeting up with your friends, colleagues or neighbours, pausing for a minute or two to gossip and share life updates. Who will marry? Who has a child? How do you make this soup? Many people of Asian descent welcome this type of spontaneous social interaction which is critical to their overall health.Universe.

if You don’t live near an ethnic grocery store or have no way to get to it, of course, you can always go online. THere is a healthy selection of these stores, including weeAnd the omamicartAnd the And the quicklySell ​​everything from fruits and vegetables to pasta to your favorite sauces and personal care items. The choices are many, and with a certain dollar purchase, groceries can be delivered to your home for free.

Unlike H-Mart or 99 Ranch Market, which They both have physical And the Being online, this is online only Stores lack the social factor. You can’t gossip with your neighbor while picking out products or tell your friends about a colleague who is bothering you. How can these ports Get shoppers to return, How can they bring this sense of community closer?? Answer: Shopable content.

What is shoppable content?

Shopable content is an e-commerce solution that combines elements of digital content and company products. Think of it as your favorite grocery store showing you how to make certain dishes using the products for sale And motivate you to interact with other shoppers.

in early time adopter of shoppable content was fresh market, a gourmet grocery store headquartered in Greensboro, North Carolina. to make it Customer shopping experienceMore personal treasure hunt, brand Implemented several e-commerce solutions at the end of 2021. For example, marketing emails sent to customers included recipes and videos, not just available listings. products. At The Fresh MarketVideos pop up on the homepage and are kind of a cross between Instagram Reels and QVC, with a file “shop now” button it Take users directly related to items to buy.

Of course, the fresh market is not the only one testing this approach. Albertsons, a national grocery chain, has also begun to post a file short video series on it Website in 2021. Also launched is the HEB chain store, headquartered in San Antonio, Texas Live broadcast content In 2021, together with Walmart.

sSkipable content It aims to benefit both grocery stores and ccustomers: shoppers New products can be identified while find new recipes meal ideas, While grocers can collect data on Customers’ shopping habits and personalization accordingly.

eGentle Grocery Sites Signals are captured. Here are some creative ways They managed to get Pay attention and keep them shopping.

Wei: Be a social flywheel

Weee is a California-based startup that specializes in Asian and Spanish foods. The company started in 2015 with the aim of being a companyStop shopping for ethnic foods. trade mark calls this “social flywheelA place where people gather and share ideas and recipes that (hopefully) go viral. The more exposure, the better.

To achieve this goal, Weee . has achieved Focused on user-generated content. On the location and In the app, users can check recommendations, post a video about a product or recipe, get feedback from others, or like a video or recipe, And even enter competitions. Previous competitions have featured topics such as “Lunar New Year” and “2021 Reflections and New Year’s Celebrations”, both of which have resulted in hundreds of posts and, As a result, thousands of likes.

Umamicart: Organized Menus and Family Recipes

For Umamicart, the focus is on organization, recipes, and teaching people how to make simple Asian dishes. Umamicart does this in several ways. On the Website, you can find recipes for selected Asian-Inspired dishes, including Cantonese fried noodles, mango sticky rice, and bok choy. New recipes are added monthly, making it constantly fun and well worth a visit For those who prefer to shop online.

Marketing emails may Include recipe for tteokbokkia popular Korean dish, and a link to that recipe at website, Plus the option to shop all recipe ingredients. Emails are customized According to align with the season and any Suitable for cultural holidays. In In addition to recipes, you can also browse Umamicart’s Curated grocery listssuch as SE Asian Pantry and East Asian Pantry, and Korean Essentials, the idea is that everything you need is under one roof – or, In this case one site.

Quick: Money for your recipes

Quicklly, the newest online ethnic grocery launched in 2018, specializes in foods from South Asia and India. In August 2021, he A program called Quicklly Masterchef was introduced to allow Users to earn money by submitting their recipes. Once the recipe is approved, the user earns money every time someone stores the ingredients from the recipe. To fulfill the order, the company uses local grocery partners based on the customer’s location.

To date, there are only 16 recipes, and each has several hundred views. The company is now taking a break from MasterChef.

Ultimately, the company is building a pipeline of recipes and shoppable content that includes influencers and recipe bloggers. Says Co-founder Keval Raj. Until then, you can browse what’s available, like this simple Better Butter Chicken Recipe and this Shahi Paneer Recipe, both look delicious and simple. It’s still early days, but IReaders interact with each other in the comments section about these recipes, The site can start farming The social feeling of shopping at an ethnic grocery store.

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