GoCart is a delivery grocery companythat started in February of 2017. When customers enter onto GoCart.com they areprompted to create an account. They then have the ability to easily siftthrough the website and purchase their grocery items (like they would on anyother shopping website), all for a small delivery fee of $4.
95. The GoCartmotto is to help hard-working families spend more time together, especially atthe dinner table. GoCart delivers a wide assortment of quality groceriesdirectly to the customers’ homes; making it convenient, affordable, and personable. GoCart’s major competitors areWalmart, Amazon, InstaCart who also have delivery grocery services and are trustedamong many.
These brand name services have hidden fees, are expensive, have along delivery time, and don’t have good customer service. GoCart is able tooffer the customer no hidden fees, great customer service, and delivery in alittle as 1 hour or place an order 5 days in advance of delivery. This is becausethey have their own warehouse and are able to take out the middle man. Their target audience includes: Middleto upper income mothers with children still living at home and elderly/handicap.Although their population is limited it grants the company time to focus anddevelop a resilient strategy to expand in the future.
Due to the small nature of GoCart’sbusiness, leaders and managers have much more time to pay attention to everyclient individually through different marketing platforms. Modern consumersvalue experience over pricing so GoCart’s one-on-one interactions is favorableto the consumers. BackgroundGoCart,Inc. is a delivery grocery store located in Corona, CA. GoCart operates inhouse, all grocery items on the website are items that they house in their ownwarehouse.
This takes out the middle man and allows for fast delivery. Due toits fairly recent start up GoCart only services customers within a 15-20-mileradius of their warehouse, this includes cities such as Corona, Riverside, andOrange. Notonly is GoCart a new business it is also a fairly new concept to the marketplace.With it being an unknown brand and an unknown concept marketing must be used toexpress the goals and objectives of the company. In order to make new andmaintain existing customers, the target audience needs to have a solidunderstanding of what the company does and how exactly it works. Marketing isthe most important way to communicate the company’s value proposition tocustomers in an interesting and exciting way. Consumer education and marketinggo hand and hand. Target Audience/CompetitorsDatacollected from 243 US consumers who currently buy their groceries online showsthat the majority of online users are younger than 55 years of age, female, andreported annual incomes of $70,000 or more.
Over 70 percent reportedconvenience and saving time as their primary reasons for buying groceriesonline, 15 percent cited physical or constraint issues that made it difficultfor them to shop at grocery stores. Of the respondents, 19 percent bought allof their groceries online. GoCart’starget audience is middle to upper income mothers with children in the home andthe elderly/handicap.
According to the study above GoCart’s target audience arethe exact consumers in need of their services. Social media’s ability to behighly customizable through Facebook ads allows businesses to target users by theirlocation, education level, age, gender and purchase history etc. GoCart wasable to choose the exact audience and create content for that audience.
GoCart’s target audience being, mothers ages 22-45 with children still livingat home and living in the Corona, CA area. Frequently engaging the targetaudience has resulted in more website visits, sign ups and sales. The constantreengagement of consumers on social media has helped GoCart stay in the publiceye.
Brandloyalty is harder to come by. An active social media presence creates moreloyal customers. the consumers are able to view the company in a morepersonable light, they began to want to be a part of what they perceive asGoCart being a unified group who share the same vision.Throughdata surveillance the GoCart team was able to pin point what was working andwhat wasn’t working and then move forward accordingly. Implementing andwithdrawing different marketing strategies.
One of the main things that helpedpromote sales was not only constant engagement through the internet but alsoengagement that was targeted specifically to their target audience throughunderstanding their culture. Instead of trying to change the behaviors of theconsumers GoCart learned how to utilize them to their advantage. The contentthat was being posted on social media, sent out through flyers and emails wasspecifically curated for women with children living at home. The pictures,videos and phrases in the captions were more geared towards saving “the busymoms” time and money which according to the Huffington Post, time and money isone of the most important things to mothers with young children who are usuallyvery busy. Service BenefitseBusiness-,social media marketing, and visual aids all have a significant direct effect oncustomer behavioral intentions to purchase again. The relationships between thepredictor variables and customer behavioral intentions differ across grocers.
Thissupports the idea that grocers utilizing different operational strategiesshould focus attention on different facets of their business and providesinsight as to where efforts should be directed.Onlineshopping is a growing trend because it is convenient for people with busylives. However, when it comes to grocery shopping people are worried about thefreshness and quality of the food that will be delivered, many people want tobe in control of the foods they put in their bodies. With GoCart customers havethe ability to pick their food to specification, example they can choose howripe they would like their produce etc. Customers may also order 24/7, they canhave their items delivered little as 1 hour or order 5 days in advice. GoCartuniquely offers customers high quality items and fresh foods, they avoid crowdsand lines, have personable customer service and flexible prices.Thebig advantage of ordering groceries online is that the customer can browsevirtually the shopping aisles 24/7 without leaving the comfort of their home.
Shopping online helps save money on spending gas and groceries and avoidsimpulse buys. By using GoCart delivery, customers make more efficient choices whileshopping.GoCartdelivers fast and at a low cost, they have the ability to do this because theywork out of their own distribution center. Located in the corona area. Thedistribution center houses thousands of popular brand names and fresh products,all ready for immediate delivery. GoCart’s goal is to eliminate the frequentback and forth to and from the grocery store, to save customers time and money.Break ThroughsInJune 2017 GoCart decided to implement a marketing strategy. Prior to June,GoCart did not have much of a marketing department.
The company made efforts toengage with their customers through minimal use of email, Facebook, andInstagram. Although the company was present on all these platforms they did notremain active. Due to the demands the company faced as a startup not a lot offocus was given to marketing efforts. The company focused more on payroll,inventory, sales customer service etc. These are significant efforts, but thecompany significantly lacked a steady marketing plan.WhatGoCart failed to realize early on is that their brand and product is beingheavily affected by competition. GoCart’s competition being Instacart, Vonsdelivery, Walmart delivery, AmazonFresh etc. There are many different brandsand products out there, the problem lies when all these brands and products areonly targeting one particular subgroup, this creates competition, competitionwhere GoCart did not have the upper hand.
Thechoices for consumers have increased which causes loss of brand loyalty, whichis a good and bad thing with respect to GoCart. Good because many consumers whoare used to buying products from the “big guys” can just as easily leave themand go with GoCart but those same consumers can also leave GoCart if somethingis done that they don’t like. The way to fight against this competition is tooffer better products and build a better process so that the customer isthoroughly satisfied and sticks with the GoCart product/brand. Duringthe first four months, GoCart made mediocre efforts to post on social mediaaccounts, send out emails and engage with consumers through marketingstrategies. They felt as though they needed to increase their engagementsonline. When I was hired, the marketing assistant it was my responsibility tomanage daily social media presence and implement strategies to improve socialmedia reputation and recognition, guide day to day activities of inhouse andouthouse marketing tactics, create campaigns, emails and posts, lastly, analyzeweekly email, social media and competitor data and implement improvement.Through the implementation of these strategies there was a visible change inwebsite engagements and sales.70%of business-to-consumer marketers have acquired customers through Facebook.
Thechart below expresses the number of sales GoCart had between the monthsFebruary 2017 – October 2017, before and after avid social media engagements.Numberof sales:• February: 81• March: 135• April: 111• May: 93• June: 107• July: 153• August: 181• September: 174• October: 234 RecommendationsCustomerengagement is the core of any successful business, especially small businesses.Marketing solves the question of how to keep the “conversation” going after acustomer has ordered once or twice. In the past face-to-face interactions madeup most of the business engagements.
In this day and age technology is movingat a rapid pace. To ensure the growth of a business a consistent marketingstrategy is necessary. Current customers should always be the main priority,marketing effects can also help expand the customer base. What may seem likelittle efforts of posting on social media and email campaigns can be veryengaging to present and new customers. Marketing secures the businesses futurethrough new and old customer engagements.
Marketingtoday is much less expensive than it has been in the past. It is now easy tomake a Facebook, Instagram etc. and begin free marketing strategies. Socialmedia platforms and email campaigns have made reaching out to consumers a moreinexpensive possibility.
For small businesses, like GoCart, technologicalmarketing can help even the playing field when it comes to competing againstbig name competitors. Marketingis meant to sustain a company’s presence. For this reason, it is important thatbusinesses interact and engage with their consumers daily in order to maintaina healthy relationship. Marketing is important because it allows businesses tomaintain long-lasting and ever-present relationships with their audience. It isnot a one-time fix, it is an ongoing strategy that helps businesses flourish.