How Grocers Are Investing in Technology

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.

The rapid evolution and implementation of technology in food retail can boost performance on the operational side and enhance engagement on the customer-facing front, not to mention the growing role of ecommerce. Let’s look at some of the ways that technology is changing food retail.

By Steve Markenson, Director, Research, FMI <img src="https://www.fmi.org/images/default-source/photos-for-staff-use/technology-images---give-photo-credit/spartannash/spartannash_check-out-now_2.tmb-large-350-.jpg?sfvrsn=eb7e4a6e_1" data-displaymode="Thumbnail" alt="SpartanNash_Check Out Now_2" title="SpartanNash_Check Out Now_2" style="float: right; margin: 10px;" /> The rapid evolution and implementation of technology in food retail can boost performance on the operational side and enhance engagement on the customer-facing front, not to mention the growing role of ecommerce. Let’s look at some of the ways that technology is changing food retail. <h5>Improving Efficiency</h5> According to <a href="https://www.fmi.org/our-research/research-reports/food-retailing-industry-speaks">The Food Retailing Industry Speaks 2019</a> report, three-quarters of food retailers are experimenting with new technologies to improve efficiency. Many are using data analytics to assist with assortment planning and replenishment to optimize decision making around pricing and promotion, and to leverage customer data. However, use of Artificial Intelligence (AI) for these activities is still the exception in the food retail world. One in three food retailers are making significant efforts to use technology to personalize or customize their marketing and shopping experience. Almost one-half of food retailers responding to the Speaks survey plan to increase the number of data analysts and/or digital technologists. <h5>In-Store Experience</h5> Food retailers increasingly embrace and experiment with technology to improve the in-store customer experience and they predict technology will continue to change the in-store food shopping experience. Food retailers are implementing technology in their stores in various ways. <ul> <li>Scan-and-Go technology is employed to improve operational efficiency and the customer experience. While roughly one-quarter of stores reflected in this year’s Speaks survey already provide shoppers with in-store scan-and-go technology, many others — 44% — are working on providing this. </li> <li>Mobile Payments are accepted by almost one-half of food retailers and almost as many are working on making this possible. The goal is to boost the customer experience by enabling a faster and “frictionless” checkout experience. </li> <li>Wi-Fi in stores is yet another way for food retailers to use technology to improve the customer experience. Overall, eight in 10 of the stores represented in this year’s Speaks survey are Wi-Fi enabled for customers. </li> <li>Apps are a customer outreach platform that utilize technology and allow for personalization. About one-half of food retailers have an app and expect to utilize apps more in coming years.</li> </ul> <h5>Ecommerce</h5> Food retailers take a humble approach to their organization’s ecommerce capabilities, as very few claim high levels of ecommerce sophistication. This might explain why most food retailers continue to experiment with their ecommerce strategy. However, many early adopters of ecommerce have grown — and anticipate that they will continue to grow — their online sales. Only half of food retailers responding to Speaks this year have online sales, with these sales represent an average of 1.4% of their total retail sales, but the actual percentages differ widely by retailer. As shoppers continue to grow their online purchases, food retailers have expectations for advances in their ecommerce businesses. <a href="https://www.fmi.org/our-research/research-reports/food-retailing-industry-speaks" class="button-secondary">Download Food Retailing Industry Speaks report</a> Photo Credit: SpartanNash

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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.