How 1,400 Independent Grocers are Driving Topline Revenue Growth

Last month, IGA grocers tuned in to hear RSA America Chief Commercial Officer Rob Belcore unpack how more than 1,400 independent retailers are leveraging smarter loyalty and digital commerce strategies to grow trips, basket size, and overall topline revenue, all without adding complexity or heavy investment.

In a retail landscape dominated by national chains and evolving shopper expectations, Belcore’s message was clear: independent grocers can win if they connect the personal touch they already offer with digital strategies that deepen engagement and unlock growth.

Watch the webinar below or keep reading for key takeaways from the webinar, which include:

• Loyalty needs to be integrated with everyday ads and outreach.
• Digital engagement lays the foundation before personalization can stick.
• A small, consistent operational commitment to reviewing data will drive better performance.
• Mobile ordering isn’t just convenience — it’s a strategic revenue driver.
• Beginning somewhere, even imperfectly, creates momentum for future success.

1. Loyalty Isn’t Just a Card. It’s a Growth Engine

Belcore emphasized that modern loyalty isn’t simply about points and punch cards, but rather meaningful, data-driven engagement.

“Your macro has to feed your micro," he said. "If you’re not creating strong overall engagement with your weekly ads and digital promotions, your personalized offers won’t stick.”

What this means for independent grocers:

• Loyalty needs to be integrated with weekly deals, digital outreach, and in-store experiences.
• When done right, personalized offers can drive significant increases in transactions and repeat visits.

Belcore challenged grocers to look beyond simple enrollment numbers and instead measure success by actual behavioral changes: more visits, larger baskets, and purchases that wouldn’t have happened without targeted incentives.

2. Build Digital Engagement Before You Personalize

One of the standout takeaways was the idea that broad digital relevance fuels personalization, and not the other way around.

Belcore reminded attendees that:

• A strong base of digital engagement (email, app pushes, digital ads) primes shoppers to care about tailored offers.
• Grocers shouldn’t jump straight into complex personalization before they’ve built trust and familiarity with their digital channels.

This advice is especially important for independents who rely on the trusted local relationship with shoppers. Digital communication should enhance, not replace, that trust.

3. Commitment Matters, Even if It’s Small

Technology won’t drive growth all by itself.

Belcore stressed, “You can’t just buy a loyalty or AI system and expect it to go on autopilot. You have to commit time and budget even if it’s just an hour a month to review performance.”

For many independent grocers, this rings true: success often comes not from bigger systems, but consistent, thoughtful use of the tools you already have.

That could look like:

• Monthly loyalty program reviews
• Quarterly campaign performance check-ins
• Testing small changes to digital promotions and then reinvesting in what works

4. Mobile Ordering Is a Revenue Opportunity, Especially for Prepared Foods

An often-underappreciated area Belcore highlighted: mobile ordering. He pointed out that quick-service restaurants (QSRs) like Chipotle or Popeyes capture over 30% of sales through mobile ordering.

Grocers with prepared foods can do the same. That means your deli, hot bar, pizza, or sandwich station could be a gateway to both higher frequency and increased basket size if you make it easy for customers to order from their phones and pick up in store.

5. Start Small, but Start Now

For independents still hesitant about digital investments, Belcore offered a practical starting point.

“You can delay starting all you want, but the moment you click 'send' for the first time, that’s Day One.”

The implication? Don’t wait for “perfect” data or a polished system. Start with what you have, test offers, measure results, and improve.

It’s not about one perfect campaign, but rather the hundreds of small actions that add up to measurable topline growth.

Final Thoughts

What stood out most from the webinar wasn’t just what independent grocers should do, but why it matters. Belcore reminded attendees that digital tools aren’t meant to replace the community-centric values independents are known for; they’re meant to amplify them.

Independent grocers have something big that national chains don’t: authentic local relationships. When you blend that with data-informed loyalty and digital engagement, you’re not just keeping pace; you’re redefining what growth looks like in the grocery industry.