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Gartner Names Certona Personalization Leader For 3rd Straight Year

Digital Grocery

Personalizing Grocery Experiences

Grocery aisles are in the middle of digital disruption as a growing number of households shop for food, personal care items, and other at-home needs on websites and apps in addition to stores. Online grocery sales around the world are climbing, and they’re expected to reach $334 billion by 2022.

We understand your challenges
You’ve got more customer touchpoints to manage than ever to keep up with the competition as global brands enter the grocery market and consumer behavior shifts from offline to online. In the quest to stand out from the rest, grocers must connect local store data to their customer profiles for a seamless omnichannel experience.

Personalization simplifies grocery complexities
With the help of AI, you can automate time-consuming personalization processes, like product curation, so your team can focus on the holistic customer experience and boosting revenue. Connect CRM and local store data to build unique shopper profiles and create individualized grocery shopping moments for each of your customers.


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The Reality of Personalization

Personalizing Digital Grocery

Certona’s approach to grocery e-commerce individualization stems from its extensive history creating tailored experiences for hundreds of e-retailers. Our best practice algorithms help guide custom personalization strategies that engage customers in every channel, including websites, apps, and stores.

  • Increase Findability

    Shoppers can be set in their ways, knowing what they normally buy and not straying far from their typical grocery list. This leaves much of your large product catalog undiscovered.

    Uncover relevant, never-before-viewed or purchased products for your customers based on contextual, historical, and real-time shopping data. Strategically influence shoppers to buy more while helping them find new, seasonal, and back-in-stock items that keep them coming back for more.

  • Compete with Big Box

    True personalization on a large scale is impossible without the help of artificial intelligence, and trying to tailor experiences manually requires more time than your team has in a workday.

    Use our best practice algorithms to trigger replenishment, recently purchased, cart abandonment, and other notifications and recommendations on websites, apps, and email that are localized and based on your customer’s preferences and shopping behavior.

  • Drive Convenience & Loyalty

    Competing with mass market retailers, like Amazon, Walmart, and Target, requires grocery brands to cultivate loyalty where the retail giants miss the mark.

    Automate personalization to understand your customers’ preferences, buying habits, and dietary restrictions and allergies by connecting CRM, rewards program, and store data, and tailor the experience.

  • Connect Omnichannel Experiences

    Shoppers interacting with your brand on multiple channels expect seamless experiences as they jump from apps to stores to websites.

    Tailor your customer experience by connecting CRM, rewards program, and local store data to build unique customer profiles. Fully understand their preferences, buying habits, and dietary restrictions and allergies so you can successfully recommend relevant recipes, products, and offers.

  • Increase Conversion & Revenue

    A personalized experience streamlines the buying journey and purchasing process, ultimately saving your customers time so they can put the focus back on their families. When you base the digital grocery experience on your customers rather than what you’re selling, you give shoppers a reason to keep coming back.

    Personalizing grocery e-commerce builds loyalty and boosts KPIs, including AOV, AOQ, RPV, conversion, and revenue.

Solving Digital Grocery Challenges with Personalization


Digital natives are changing the way people shop for groceries.

As generations that grew up with smart technology build families of their own, expect a shift in the way people shop for and purchase groceries and other household items. Even in stores, shoppers use their ever-present smartphones to help them make buying decisions as they research what’s on the shelves before putting it in their cart.

Digital experiences give people the flexibility to fit grocery shopping into their schedule and the freedom to research products whenever and wherever they want. Whether people continue to shop and purchase in store; shop online and pick up in store; or shop online and get home delivery, grocery brands must focus on connecting every touchpoint with the holistic customer experience in mind.

Grocery retailers have more experiences to manage.

Even though shopping behavior is shifting to digital, most of your customers are still store-only buyers. To prepare for the e-commerce deviation and to create convenience around the shopping experience, grocery retailers have adopted a myriad of touchpoints to personalize and engage, including stores, websites, apps, and email. 

As grocery continues to expand in the digital space, customers are open to trying alternative ways of engaging with retailers in the grocery industry, including emails, app notifications, text messages, and direct mail, but they expect these interactions to be customized to their location, preferences, and buying behavior.

Prioritize personalization for a competitive edge.

There are many reasons why personalization is key to food eCommerce sales: automating labor-intensive internal work, increasing product findability, boosting conversion, and building customer loyalty. 

Using machine learning and best practice algorithms tailored for grocery e-commerce, Certona’s patented technology ingests local availability and pricing to connect grocers with their shoppers wherever they are, including stores, websites, and apps.