Social media can be daunting for grocers. Between keeping up with ever-evolving trends, generating consistent content, and maintaining multiple platform presences, it often feels like an uphill climb. Yet, much like retail media, social media, and influencer marketing in particular, is becoming a non-negotiable for grocers looking to win the hearts (and carts) of modern consumers.
For Generation Z shoppers, authenticity and entertainment go hand in hand with purchasing decisions. And as this digitally native group wields more spending power, influencer-driven campaigns offer grocers a way to stand out; not by trying to be influencers, but by collaborating with those who already have loyal, engaged audiences. In this article, we are going to focus on influencer marketing and how you can integrate it into your in-store marketing strategy.
The rise of influencer marketing in grocery retail
Influencer marketing has seen exponential growth, with the industry projected to reach $32.55 billion globally in 2025. A significant driver of this growth is the trust consumers place in influencers. According to a report by Dash, 63% of shoppers are more likely to purchase a product recommended by a trusted social media influencer.
For grocers, this presents an opportunity to leverage influencers to showcase products, share recipes, and highlight promotions, ultimately reaching audiences in a more engaging and relatable manner. This is particularly crucial as social media becomes a primary channel for product discovery. Inmar Intelligence reports that nearly 60% of consumers discover new products via social media, and 78% consider a brand’s reputation on these platforms to be very important.
Engaging Gen Z through authentic content
Generation Z, comprising individuals born between the mid-1990s and early 2010s, represents a substantial portion of the consumer market. As of 2024, Gen Z made up 21% of the U.S. population and held $984 billion in spending power. This group values authenticity and often turns to social media for product discovery. A study by Zebracat AI found that 64% of Gen Z consumers discovered at least one new product in the past month through an influencer post.
Gen Z is 3.2 times more likely to trust a product recommendation from a micro-influencer than from a celebrity, emphasizing the importance of genuine connections over mass appeal.
From online buzz to in-store magic
While online platforms are essential, integrating influencer marketing within physical stores can elevate the overall customer experience. Tokinomo's Shelfobot technology exemplifies this approach by bringing influencer-driven storytelling directly to the shelf.
Tokinomo x Danone
One standout example is Danone’s campaign in Portugal. The brand wanted to engage with customers using their ambassador, Cláudia Vieira, without requiring her physical presence in multiple stores. With Tokinomo’s help, Danone created an in-store influencer campaign where Vieira’s voice and messaging were delivered directly via the Shelfobot. The result was a highly engaging in-store experience that connected with shoppers at the moment of purchase.
Tokinomo x Dia Supermercados
In Spain, Dia Supermercados launched a new chocolate dessert using Shelfobot technology and the voice of celebrity Mario Vaquerizo. The campaign brought the dessert to life with a playful and inviting tone that made shopping memorable. A TikTok video from the campaign went viral, hitting 2.4 million views and nearly 283,000 likes. The success led to international media coverage, including a feature in HuffPost. The campaign demonstrated how influencer voices at the shelf level could create viral moments and significantly boost product visibility.
Campaigns powered by Tokinomo deliver measurable impact:
- 40% of shoppers remember brands promoted via Tokinomo.
- 82% of consumers are more likely to buy a product endorsed by a celebrity.
- 71% of shoppers are influenced by social media referrals.
Measuring the impact of influencer campaigns
Assessing the effectiveness of influencer marketing is crucial. According to Sprout Social, 86% of consumers have made a purchase inspired by an influencer at least once per year. Retail media networks allow grocers to scale creator content across platforms, offering tangible metrics on engagement, conversions, and ROI.
With technologies like Tokinomo’s Shelfobot and Visibubble, brands can track customer interactions in-store, identifying which influencers resonate most with shoppers. This feedback helps refine strategies and ensures future campaigns are aligned with both brand goals and consumer preferences.
The power of storytelling in the aisle
Storytelling remains one of the most compelling forms of marketing, and Tokinomo enables it right at the shelf. By using sound, motion, and influencer voices, Shelfobot turns ordinary product displays into memorable experiences. Shoppers pause, listen, and engage—often leading to a significant increase in sales. In fact, campaigns using Tokinomo have driven over 200% sales increases without any price discounts.
Conclusion
Influencer marketing offers grocers a dynamic way to connect with consumers, especially Gen Z. By merging digital influence with in-store engagement through platforms like Tokinomo, retailers can create a seamless, authentic, and impactful shopping experience. As the line between online and offline shopping continues to blur, influencer marketing in physical spaces will become not just innovative, but essential.
