The Role of the Futurist in Grocery

Promoting and Advancing Petroleum Marketing, Retail Grocery, and Convenience Stores in West Virginia

Driving Local Business and Community Growth Across West Virginia

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OMEGA is a West Virginia-based organization dedicated to supporting and advancing the business interests of the state’s petroleum marketing, retail grocery, and convenience store industries.

As a network of over 225 locally owned businesses, OMEGA actively promotes cooperation, advocates for favorable legislation, and provides education and resources to its members. With over 50,000 employees, OMEGA members significantly contribute to the state’s economy, generating more than 10% of all state taxes and supporting local communities through scholarships, charitable donations, and civic involvement.

OMEGA is committed to fostering industry growth while serving West Virginians with essential services like fuel, food, and convenience.

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Your Essential Connection in West Virginia

OMEGA offers three types of membership: Convenience Store Members, Petroleum Marketer Members, and Grocer Members, all of which play a vital role in providing fuel, food, and essentials across West Virginia. As a liaison with state and national agencies, OMEGA works closely with organizations like NACS, PMAA, FMI, and the N.G.A. to advocate on behalf of its members.

We keep members informed through newsletters, legislative updates, an online resource hub, and educational seminars. Additional member benefits include access to the Encova Workers’ Compensation Discount Program and participation in our annual Trade Expo and fundraising efforts for children’s charities. OMEGA is here to support, advocate, and enhance the success of our industry members.

To help us examine ways to shape our own futures and explore the trends in today’s marketplace, we’ve invited Sheryl Connelly, one of the most-recognized futurists in the world, to join us at our upcoming 2016 Midwinter Executive Conference. She shared a few insights with me ahead of the event.

By: Carol Abel, Vice President of Education, Food Marketing Institute <img src="http://www.fmi.org/images/default-source/blog-images/crystal-ball.jpg?sfvrsn=0" data-displaymode="Original" alt="Crystal Ball" title="Crystal Ball" style="float: right; margin-top: 5px; margin-bottom: 5px; margin-left: 10px;" /> With the winds of change simultaneously blowing in so many different directions in the food retail industry, what will our marketplace look like and how can we plot a plausible path to growth in the future?  Understanding the future may not be for the faint of heart, but knowing the tricks of the trade will serve us well. To help us examine ways to shape our own futures and explore the trends in today’s marketplace, we’ve invited <a href="http://www.fastcompany.com/3022304/most-creative-people/the-future-of-everything-according-to-ford">Sheryl Connelly</a>, one of the most-recognized futurists in the world, to join us at our upcoming <a href="http://www.fmi.org/mw2016/overview">2016 Midwinter Executive Conference</a>. She shared a few insights with me ahead of the event. Connelly defines a futurist as someone who challenges the status quo adding, “By doing so, the role of the futurist is to help organizations assess the robustness of its strategy.” When asked about the rapid change the food retail industry is facing, Connelly says our industry is not alone. “Consider the revolution taking place in home automation,” posed Connelly. “Through WiFi technology you can lock your doors, set your security system, turn off the lights, and lower your heat from your cell phone.  I think that is pretty cool. Even cooler are appliances that learn to run the washer and dryer when the cost of energy is at its lowest.”         <img src="http://www.fmi.org/images/default-source/blog-images/sheryl-connelly.jpg?sfvrsn=0" data-displaymode="Original" alt="Sheryl Connelly" title="Sheryl Connelly" style="float: left; margin-top: 5px; margin-left: 5px; margin-right: 10px;" />In looking at today’s marketplace, Connelly sees “The Joy of Missing Out” as an emerging and powerful trend food retailers need to pay attention to. “In the context of constant connectivity, people are actively seeking out ways to disconnect, claim back their time and purposefully live in the moment,” says Connelly. “Indeed, one might argue the highest form of luxury is time. Rich or poor—we all only have 24 hours a day.” Looking into her crystal ball, Connelly envisions the future grocery store as a health and wellness destination. “By 2025, I imagine groceries stores will be an extension of pharmacies—such that food will be sorted according to their respective health benefits,” claims Connelly. “Suffering from arthritis?  Eat food from this section. If diabetes ails you, purchase this combination of food. ” Looking even further into the future, Connelly sees the tried and true principals of customer service in food retail going a step further. “By 2050, I suspect the grocery industry will be more service oriented, where products are delivered to your door step on a daily or even hourly basis,” forecasts Connelly. “Smart subscription-based services will be the norm and will rely on machine learning to recognize your households usage patterns and place orders in a just in time fashion.”  So, what does it take to be a futurist? Connelly shared a few tricks, “It helps if you are naturally curious and enjoy reading.  As for an easy tip, the next time you hear someone say, “That will never happen?” try to imagine the implications if it were to happen.” Connelly advises, “See how many “if . . . , then . . .” scenarios you can explore.”

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Supporting West Virginia Communities

OMEGA members play a vital role in West Virginia, supporting communities through substantial tax contributions and a wide-reaching presence across the state. With over 55% of the population living in border counties, our members are dedicated to serving both local and regional needs. Beyond business, we’re proud to give back, having contributed over $3.1 million to children’s charities since 2003, reflecting our commitment to making a positive difference.