Grocery Innovation Unleashed: How AI & Employee Feedback Transform Retail

00:05 – Anthony Presley
So we’re here at ROFDA. Would you mind introducing yourself?

00:08 – Brian Numainville
Sure. I’m Brian Numainville, a principal with the Feedback Group.

00:11 – Anthony Presley
Wonderful. Could you tell me a little about what you do and how you work with ROFDA?

00:16 – Brian Numainville
We’ve been a member of ROFDA for a few years. We help ROFDA members with survey research—from consumer research to employee and business partner surveys. We also assist the organization with its conference feedback survey and provide wholesale members with benchmark information on how their retailers are performing relative to the broader group of wholesalers.

00:45 – Anthony Presley
Oh, wow.

00:46 – Brian Numainville
Against the broader group of wholesalers.

00:48 – Anthony Presley
Wow. That sounds very important for continually improving ROFDA members—and I assume grocers can benefit as well.

00:57 – Brian Numainville
Right.

00:57 – Anthony Presley
You’ve been doing this for a long time. Can you give us a little bit of history?

01:00 – Brian Numainville
Our company was founded by my business partner’s father in the 1970s, so we’ve been in research for a long time. Both of us have over 35 years in the business. I was formerly with Nash Finch, where I led research in public relations and charitable foundations for many independents. Since I joined the Feedback Group in 2012, our work has broadened—we now serve retailers and wholesalers across the United States.

01:29 – Anthony Presley
It’s a hot topic lately. I’m curious: in an industry not always known for innovation—especially among independents with budget and time constraints—where do you see innovation emerging?

01:43 – Brian Numainville
I think we’re in the early stages with various AI tools. There’s potential not only for store systems but also for warehouse systems and marketing using generative AI. We’re just at the beginning of a longer journey, and I expect significant innovation and more dynamic tools to help retailers moving forward.

02:10 – Anthony Presley
Got it. Are you already seeing innovative grocers using AI?

02:14 – Brian Numainville
Yes. I’m not just talking about ChatGPT—I mean broader machine learning, inventory robots in stores, and other advanced tools. Retailers are using these technologies today, and they will become much more sophisticated over the next three to five years. Consumer-facing applications will also become increasingly ingrained.

02:39 – Anthony Presley
Yesterday we discussed surveying both customers and employees for grocers and how upset employees often correlate with upset customers. With your extensive experience, could you share the trends you’re seeing?

02:58 – Brian Numainville
Employees are the ambassadors for retailers—they’re the front line for every customer. A good starting point is to conduct an employee survey if you haven’t done one recently, so you can understand how your team views the organization. If issues exist, they need to be addressed before moving on to consumer research. Of course, if a store is underperforming, that might need immediate attention.

03:30 – Brian Numainville
Our work helps retailers identify opportunities with both their employees and shoppers—they go hand in hand.

03:42 – Anthony Presley
Right, absolutely. Yesterday, you presented survey data from shoppers about how they perceive their stores, broken down by generation. Were there any surprising findings?

04:01 – Brian Numainville
We conduct one or two annual surveys focusing on various aspects of in-store and online shopping. Yesterday’s survey examined the in-store experience. One key finding was that millennials are generally dissatisfied with the basic elements of supermarkets, while older shoppers tend to be more satisfied. Interestingly, Gen Z ranked supermarkets as only the fifth most visited store type.

04:34 – Brian Numainville
We need to understand that for younger shoppers, local foods are very important. Retailers must leverage that to attract them. It was surprising how dissatisfied millennials—typically young families with kids—are with their supermarket experience. Also, coping strategies for inflation remain relevant, whether due to raw inflation or higher prices.

05:07 – Brian Numainville
Even if inflation declines, these coping mechanisms will persist for a while. Those were some interesting findings from our research.

05:16 – Anthony Presley
Gotcha. I found your slide deck and analogies very interesting, especially as they align with our observations on labor management and generational differences in workforce turnover. We see high turnover among millennials, Gen A, and Gen Z; if their needs aren’t met, they might not show up. For instance, one grocer reported exceptional turnover statistics—better than any I’ve heard of in the industry.

05:51 – Anthony Presley
When I looked into it, I found they excluded data from the first two weeks, so they weren’t counting hires who wouldn’t show up. As a data guy, I found that interesting. You’ve been here for a couple of days. Have you had any particularly interesting conversations or unique experiences?

06:15 – Brian Numainville
Every time I come to ROFDA, there are interesting conversations. Speaking with Greg from NGA, Leslie from FMI, and Stan from FMS has been enlightening. It’s reassuring to see consumer data align with trends from their presentations, reinforcing insights for the membership.

06:55 – Anthony Presley
Right.

06:55 – Brian Numainville
Conversations occur at various levels, as Barton mentioned.

06:58 – Anthony Presley
Right.

06:58 – Brian Numainville
There’s a high-level overview and more detailed, ground-level insights—it’s about understanding how everything works together.

07:02 – Anthony Presley
Right.

07:03 – Brian Numainville
Exactly—it’s about seeing how all these elements play out together.

07:06 – Anthony Presley
Right. Is there any tactical advice you can offer grocers? For example, if a grocer were to watch this on LinkedIn, what’s one actionable step they could implement tomorrow to improve their business?

07:28 – Brian Numainville
If you haven’t conducted an employee survey recently, start there immediately. In today’s labor environment, it’s crucial to understand how your employees view your organization. We provide grocery retailers with benchmarks and a well-tested survey so you can see how you compare to others. Once you’re up to date with employee feedback, evaluate whether you’re listening to your shoppers through ongoing consumer research.

08:04 – Brian Numainville
Ask questions and identify opportunities—you might be surprised by the insights. If you’re opening a new store or if an existing store is underperforming, conduct a consumer research study. In short, if you haven’t done an employee survey, start there.

08:36 – Brian Numainville
And if you’ve done that, then focus on listening to your shoppers.

08:40 – Anthony Presley
Yesterday, someone asked about the differences between large chains and smaller independents in terms of tactical execution, profitability, and feedback. With your experience across various sizes, do you see any practices that larger chains implement that smaller independents might adopt?

09:16 – Anthony Presley
Are you noticing something that larger chains do that smaller independents are not executing on, but could benefit from?

09:24 – Brian Numainville
Larger chains have more resources, so they can invest in research across more stores or maintain an ongoing feedback platform. However, that shouldn’t discourage smaller retailers from investing in research. Regardless of size, if you make that investment, be sure to act on the feedback. Our best clients are those who not only conduct regular research but also develop actionable plans based on the insights.

10:01 – Brian Numainville
At ROFDA, our wholesale clients use our annual research results to develop action plans as part of their strategic planning. This approach applies to both employee and consumer surveys. Regardless of size, retailers should invest in these practices—even though larger chains may implement changes more quickly, smaller retailers can still benefit significantly.

10:29 – Anthony Presley
Being small allows you to be nimble. It’s great—thank you for your time.

10:33 – Brian Numainville
I appreciate it. Thank you.

10:34 – Anthony Presley
Awesome.