Independent grocer explores technology to serve customers

Although there have a been a great deal of technological advances in the grocery industry over the years, primarily operational, technology is not always the first thing that customers think about when grocery shopping.  

However, for independent grocer Forest Hills Foods, applying technology to  customer service will be one strategy they explore to better serve customers.

Jeff VandenBerge, president of Forest Hills Foods, singles out a mobile shopping application currently being developed in conjunction with Jonathan Engelsma at the Grand Valley State University App Lab as one example of how technology will be used for customer service. The  app will have several features, such as an interior map of the store and coupons to make the shopping experience easier and faster.

Forest Hills Foods' website also has a meal planning interface, daily recipes, information on cooking workshops at the store, exclusive email coupons and links to their Facebook page.  

VandenBerge is quick to point out that he is more concerned with not being "behind the curve" than being "ahead of the curve."

"Everyone in this industry is looking towards technological solutions to enhance the shopping experience," he says, "and we are a little ahead of the curve, but our resources are limited. The potential is tremendous, however."

Besides the application and web-based services, VandenBerge also focuses on non-technological ways to remain responsive to customers, pointing out the growth of their gluten-free products and the increase in locally-sourced produce. "Many of our marketing initiatives are the result of what our customers tells us," he says.

To learn more about Forest Hills Foods, you can visit their website here.

Source: Jeff VandenBerge, Forest Hills Foods
Writer: John Rumery, Innovation and Jobs Editor