Three Tools for Independent Retailers on Ecommerce

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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.

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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.

For the past two years, FMI has been engaging our members in assessing their ecommerce capabilities and the digitally engaged food shopper. This has been a big topic of interest, in particular, to FMI’s independent retail members as they look to stay on the cutting edge of food retail. Here are three FMI tools on ecommerce that independent operators should pay close attention to.

By: Lucas Darnell, Director of Membership, Food Marketing Institute <img src="https://www.fmi.org/images/default-source/photos-for-staff-use/delivery/20171129-fmi-home-shoot-0078r-lowres.tmb-small.jpg?sfvrsn=2d3b786e_1" data-displaymode="Thumbnail" alt="20171129-FMI-Home Shoot-0078r-LowRes" title="20171129-FMI-Home Shoot-0078r-LowRes" style="float: right; margin: 10px;" /> For the past two years, FMI has been engaging our members in assessing their ecommerce capabilities and the <a href="https://www.fmi.org/digital-shopper">digitally engaged food shopper</a>. This has been a big topic of interest, in particular, to FMI’s independent retail members as they look to stay on the cutting edge of food retail.   Independent operator members were encouraged to take an online assessment of their digital readiness. The results were telling: <ul> <li>55 percent of respondents were assessed as ‘crawling’ towards digital; </li> <li>43 percent have started ‘readying’ their companies; </li> <li>Only one respondent qualified as ‘running’ towards digital; and </li> <li>Zero respondents were classified at ‘winning’ at digital. </li> </ul> Change is being driven by a diverse set of consumers, not just by millennials or the most affluent shoppers. This – combined with acquisitions and innovations in the FMCG market – is accelerating the pace of online food shopping adoption, meaning that manufacturers and independent operators should be readying their organizations to meet the needs of the digitally engaged food shopper. To that end, here are three FMI tools on ecommerce that independent operators should pay close attention to: <h5>#1 The Presentation: </h5> Earlier this year, independents participated in a forum centered on Emerging Digital Realities and Opportunities featuring <a href="https://www.fmi.org/blog/view/fmi-blog/2018/02/15/blockchain-for-traceability-and-independent-operators">how Walmart was using blockchain as a food safety tool</a> and <a href="https://www.fmi.org/docs/default-source/midwinter-2018/io-forum_fridays.pdf?sfvrsn=c059796e_0">how TGI Friday’s leverages data, technology and content for strategic growth</a>. Jon Ambrose, Co-Founder and COO for <a href="https://www.fmi.org/docs/default-source/midwinter-2018/io-forum_ecommerce_rosie.pdf?sfvrsn=dd59796e_0">Rosie</a>, was also on the program, and focused <a href="https://www.fmi.org/docs/default-source/midwinter-2018/io-forum_ecommerce_rosie.pdf?sfvrsn=dd59796e_0" target="_blank">his presentation</a> on what retailers need to know before starting ecommerce, including asking the questions: <ul> <li>Who wants to shop online, and why? </li> <li>What are they willing to pay for it? </li> <li>And how do I customize ecommerce without disrupting everything else?</li> </ul> <a href="https://fmi.us7.list-manage.com/track/click?u=03b48dc865603bf84c48b205e&id=26d4dcd79c&e=ffdefe32ec" class="button-secondary">Access the Presentation to Learn More</a> <h5>#2 The Assessment</h5> FMI, <a href="http://www.nielsen.com/us/en.html">Nielsen</a> and <a href="http://thedialogicgroup.com/">The Dialogic Group</a> conducted a webinar, <a href="https://www.fmi.org/events-education/webinars/webinar-recordings/view/webinar-recordings-public/2018/03/13/the-digitally-engaged-food-shopper-effect-on-the-independent-operator">The Digitally Engaged Food Shopper – Effect on the Independent Operator</a>, focused on the shift to digital purchasing of fast-moving consumer goods. The biggest take-a-way from the webinar is recent research into the inhibitors and enablers for omnichannel success. Rooted in Nielsen data, online assessments and in-person interviews of grocery executives, these insights provided a blueprint for creating an omnichannel-ready organization. <a href="https://www.fmi.org/events-education/webinars/webinar-recordings/view/webinar-recordings-public/2018/03/13/the-digitally-engaged-food-shopper-effect-on-the-independent-operator" class="button">Listen to the Webinar</a>  <a href="https://www.fmi.org/digital-shopper" class="button-secondary">Check Out FMI’s Digital Shopper Website</a> <h5>#3 The Chance To Learn More</h5> To continue this educational process, FMI is working with Jon Ambrose to host a webinar May 24 at 2 p.m. EST entitled, <a href="https://www.fmi.org/forms/meeting/MeetingFormPublic/view?id=4E89760000007C">The Future is Here: Next Generation Online Grocery Shopping</a>. This educational opportunity will focus on the six best practices that will matter for your in-store business in the future that are available today via grocery ecommerce. Ambrose will present his company’s findings on how ecommerce programs can be leveraged to ensure the long-term success of grocers, including reshaping retailer’s understanding of what the customer values and new ways to serve that customer. Ambrose will discuss how these practice areas can be leveraged today by grocers that offer ecommerce, and how they can be incorporated into physical stores. This webinar will also include real world examples of retailers leveraging the above topics in today’s marketplace. <a href="https://www.fmi.org/forms/meeting/MeetingFormPublic/view?id=4E89760000007C" class="button-secondary">Register for the Webinar</a> <h5>Hungry for more? FMI also has the following resources available:</h5> <ul> <li><a href="https://www.fmi.org/forms/store/ProductFormPublic/the-digitally-engaged-food-shopper-developing-your-omnichannel-collaboration-model">Digital Food Shopper: Managing Your Collaboration Model</a> - learn how you can leverage the accelerators and overcome the inhibitors to omnichannel success.</li> </ul> <ul> <li><a href="https://www.fmi.org/forms/store/ProductFormPublic/finding-the-profitable-path-to-your-digitally-engaged-grocery-shoppers" target="_blank">Finding the Profitable Path to Your Digitally Engaged Grocery Shoppers Executive Workbook 2018 </a> - determine if you are ready for this digital adoption pace. </li> </ul>

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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.