Can Grocers Benefit from SaaS-Based Marketing?

June 17, 2015 Kevin Kidd


A complex and evolving digital landscape requires retailers to track data both internally and externally to fuel their marketing strategies. An integrated commerce ecosystem is a viable solution that empowers grocery marketers to transition to the digital age and compete with innovative differentiation.


According to an IBM study, the cloud market will expand from around $10 billion today to $45.6 billion at the end of 2017. SaaS-based solutions are gaining rapid popularity because they require minimal time-to-market implementation and deliver real-time results with invaluable actionable insights.

What Marketing Wants

Marketing strategists desire real-time, contextual technology that retains flexibility while delivering consumer insights and functional expertise across all channels of customer loyalty. They also want these solutions to be fast, inexpensive and deliver proven results. This is exactly what SaaS platforms offer.

In a Harvard Business Review study which polled 1,500 business and technology leaders who embraced the cloud:

  • 64% agreed SaaS let them experiment more easily and at a low cost
  • 61% said it enabled deeper collaboration with business partners
  • 55% claimed it lowered overall cost of doing business.


This means low cost and flexibility to integrate with existing systems makes SaaS platforms an accessible eCommerce solution.


Retail Intelligence Made Fast and Available

Marketers also need rapid, on-demand deployment coupled with complete availability to succeed in today’s eCommerce environment. SaaS service providers ensure that these needs are met by delivering rapid release cycles, straightforward implementation and applications that are easy to learn and operate. This allows retailers to deliver advanced customer engagement on multiple channels and receive feedback defining the user experience.


Retail intelligence will be a key element of successful grocery eCommerce strategy, as consumers put forth unique demands and form niche markets that retailers must assess and satisfy. Responds in the HBR study also revealed that:


  • 44% rated increased business agility as the most valued benefit of cloud computing
  • 36% claimed faster adoption of new systems was the most significant must-have feature of SaaS platforms.
  • 41% ranked flexible capacity as an important advantage of the technology, with 41% citing it as critical


The also cloud allows grocers to break down departmental silos that can prevent marketers from accessing valuable insights and collaborative opportunities with other teams.


Stronger Partnerships & Logistics

Online grocers need every bit of knowledge they can access to craft the ultimate customer experience. SaaS solutions enhance internal communications to improve supply chain operations, customer support and administrative processes and create an abstracted layer for management to drive innovation.


The IBM Global SaaS Study revealed that companies exhibiting the highest levels of SaaS adoption gained competitive advantages:


  • 68% leveraged cloud services to enhance customer experience
  • 72% leveraged SaaS for analytics to gain insights from their data that would have otherwise remained unutilized.


From the speed and ease of implementation to the cost effectiveness of its subscription models and interdepartmental integration, the cloud offers successful transition into grocery eCommerce. By allowing online grocers to embrace the cloud, SaaS service providers can help these businesses overcome digital obstacles and offer consumer engagements that optimize loyalty and ROI.



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