Hasta La Creative!

In the last few years we’ve witnessed the advent of mobile commerce, multichannel commerce, social commerce and other variants that are casually lumped into the e-commerce bucket. Almost every industry has at least begun the transition from a totally brick-and-mortar approach to something at least a little more digital.

However, modern U.S. grocers, at least until very recently, stubbornly refused to embrace the internet. Most grocery-store websites have been reminiscent of the sites of many brick-and-mortar stores 10 years ago — focused primarily on branding and general information. This is in sharp contrast to omnichannel grocers in France and the U.K., who view the internet as an extension of their store experience.

The second-largest grocer in the U.K., Tesco, launched a major initiative to digitize its product catalog for marketers and programmers in 2007. As a result, dozens of innovative shopping assistants and targeted marketing campaigns sprung up.

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