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:
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:
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.
One of the standout takeaways was the idea that broad digital relevance fuels personalization, and not the other way around.
Belcore reminded attendees that:
This advice is especially important for independents who rely on the trusted local relationship with shoppers. Digital communication should enhance, not replace, that trust.
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:
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.
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.
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.