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I love that old saying, “A way to someone’s heart is through their data.” Wait, that can’t be right. Or is it?

In 2021 and beyond, the idea of connecting with customers has to be far more than when they walk through the door—the connections have to be constant, meaningful, personalized, and valued.

But there is even more to this equation.

For the restaurant and grocery store industries, there is one common denominator that first must be addressed: necessity. Above all other human needs, food is obviously at the top of the list. However, need vs. want is where the difference between success and failure in business resides. Need is a simple calculation usually based on geographic vicinity—close equals good, and easy.

However, vicinity in 2021 is no longer a slam dunk. Whether restaurant or grocer, competition is everything—based on choice through desired and delivered experience. This means two grocers side-by-side, with close-to-equal pricing, could very well have two very different success rates all based on what the customers experience.

So, how does one make customers visit their store over another? Let’s look at the entirety of the experience.

With mobile devices, tablets and computers at the forefront of the digital age, the majority of experiences in 2021 now begin online.

For example, if you were looking to book reservations at a restaurant today, what would you do? I’m going to bet it wouldn’t start with reaching for a phone book. It starts with either a search of food types, potential restaurants, or in many cases your favorite restaurant.

Once found, the experience begins.

Is the site optimized for mobile? Does the technology make things simple for customers, and it is easy to engage with? Can the menu be accessed easily with lists of ingredients to address potential sensitivities and allergies? Are there forms to fill out—or, even better, a scheduling app that enables reservations complete with email confirmations? Hell, even something as small as finding a phone number to call and get an answer—everything is an experience.

Once you walk through the doors, is your table ready? Do the staff know who you are? Do they know your favorite meals, drinks, and so on? Have they offered you specials based on being a returning, loyal customer? Did they give you an option to pre-order before arrival? Can you pay through an app when you’re finished, as part of contactless shopping? Did the restaurant message you afterward to offer reservations for special occasions such as Valentine’s Day, Family Day, anniversaries, and more?

Do you see where I’m going with this? Every single instance of a customer’s experience is another tick in a box equalling positive or negative. The more positives, the more returns. The more negatives, the more your next-door neighbor and top competitor wins.

All of this is exactly the same for grocers.

Can customers easily find store hours? Can they search online or in-app for specials? Can they pre-order for pick-up and pay online? Can they be rewarded for being a return customer? And this is all before customers leave the house.

Once on location, can they scan and pay? How about scan and learn about foods, potential recipes, and new suggestions? Are they given options that pertain to their own needs and desires? Offering someone with Celiac Disease a special on bread and cake may not be perceived as polite. I have a friend who is a devout vegan; should they get offers for meat specials? I would say absolutely not.

In every instance mentioned, data-driven experiences through single-user-profiles are paramount in today’s digital age. Customers no longer just want this type of experience—they demand it. Customers demand that restauranteurs and grocers make a concerted effort to show them they are known, valued, and their business is truly wanted.

By making every connection easy, painless, and dare I say enjoyable—all through personalized experiences—this is where differences between competitors shine. If everything such as price and choice is equal, then the experience is what keeps customers loyal, engaged, and coming back. Better yet, geographic convenience paired with equal pricing and choice now become secondary when the customer is first.