Evolving Print in the Grocery Industry

The Grocery Vertical at SGK Print

At SGK Print, one of our longest-standing and most significant clients in the grocery sector is Giant Eagle. Jim Wahl, Client Director of Grocery, has led this partnership since joining SGK in 2006. We have maintained an on-site presence at Giant Eagle for over 15 years, working closely with their advertising and marketing teams. This enduring partnership has enabled us to provide swift support and implement processes that help them stay agile in responding to grocery industry marketing trends.

The Impact of Changes in the Print Industry on Marketing Strategies at Giant Eagle

Giant Eagle (GE) has embraced change by integrating digital solutions, optimizing print efficiency, and leveraging data-driven strategies. One key shift has been the increased use of digital signage. Rather than relying solely on traditional printed materials, GE has moved to a mix of printed and digital displays. This allows them to offer real-time updates, such as price changes and flash sales, on digital screens, while reserving high-impact areas like end caps and seasonal promotions for printed materials. In addition to this, they have adopted more sustainable printing practices and focus on eco-friendly materials when appropriate.

In terms of personalization, advances in data and printing technology have enabled GE to create more localized and customized in-store signage. By tailoring promotions to specific store locations, regional preferences, and demographics, they are enhancing customer engagement. GE is also improving the in-store experience by exploring the use of large-format graphics, 3D displays, and interactive kiosks to make promotions more engaging and immersive, all supported by our print team.

Trends in the Grocery Industry Shaping Print Marketing Strategies

Several growing trends in the grocery industry have significantly impacted print marketing strategies. First, private label brands are gaining market share, prompting retailers to invest more in high-quality packaging, in-store signage, and printed promotional materials to establish their brand identity and compete with national brands. Additionally, grocery retailers are expanding their retail media networks, integrating print with digital ads to create a seamless omnichannel experience, which has led to more collaborative print marketing between brands and retailers. Another key trend is the increasing focus on localized and community-centric messaging in print marketing strategies, with an emphasis on local product sourcing, community engagement, and regional promotions to connect with consumers on a more personal level.

Leveraging Print to Enhance Customer Experiences in the Grocery Industry: In-Store and Promotional Strategies

High-impact signage and shelf talkers play a key role in capturing customers’ attention, particularly for promotions, private-label products, and new arrivals. Printed shelf talkers, wobblers, and endcap displays not only draw focus to these key items but also help customers quickly navigate the store and discover special deals. In addition, many grocers use in-store magazines and recipe cards to engage shoppers further. These materials, often offered for free, feature meal ideas, seasonal products, and pairing suggestions, which inspire customers to make purchases. By connecting products to real-life meal solutions, these printed resources create a more engaging and interactive shopping experience.

Opportunities for the Print Industry as Grocery Retailers Embrace New Technologies and Consumer Behaviors

As grocery retailers embrace new technologies and consumer behaviors, the print industry has several opportunities to evolve and add value. One key opportunity is the integration of print with digital technology. By incorporating QR codes, near-field communication (NFC), and augmented reality (AR) into print materials, retailers can offer interactive and trackable engagement, enhancing the customer experience. Smart shelf tags and printed packaging with digital elements further elevate this experience, encouraging more in-store interaction. Another opportunity lies in personalized and targeted print marketing. Advanced data analytics allow for more precise direct mail and print promotions tailored to individual shopper behaviors and preferences. Instead of relying on mass-printed flyers, grocers can now deliver customized offers that are more likely to resonate with consumers. Additionally, the growth of private label products presents a chance for retailers to invest in premium print materials, such as high-quality packaging and signage, to create a strong brand presence and enhance the perception of their private-label offerings.

Evolution of Print

Over the next 3-5 years, the print industry in grocery retail will evolve significantly, adapting to digital advancements, sustainability demands, and shifting consumer behaviors. One major trend is the rise of hybrid print-digital marketing, where print materials will be increasingly integrated with digital experiences using QR codes, NFC technology, and augmented reality (AR) to drive shopper engagement. While circulars and promotional flyers will transition to app-based and personalized digital formats, print will still remain extremely relevant for select audiences. Retailers will also invest in print-to-digital tracking methods, such as unique promo codes on printed coupons, to measure campaign effectiveness.

We will see also see a stronger shift toward personalized and data-driven print materials. Grocery retailers will leverage AI and customer purchase data to produce targeted direct mailers, loyalty coupons, and promotional inserts, moving away from mass-printed materials. This will result in smaller, more customized print campaigns tailored to individual shopping habits, rather than generic weekly circulars. Sustainability will be a key driver for print innovation, with retailers demanding eco-friendly solutions such as recyclable, compostable, and biodegradable materials. The use of soy-based inks, minimalistic packaging, and reusable promotional materials will become more common, while some brands may experiment with digital shelf labels or AR-enhanced product packaging to replace traditional print elements.

As private label brands continue to grow, grocery retailers will invest more in high-quality packaging, premium labels, and in-store print displays to build strong brand identities. Store signage and aisle marketing will remain vital investments, guiding shoppers to promotions and new products, while localized print materials, such as recipe cards and community-focused flyers, will enhance the in-store experience. To wrap things up, print will shift toward “experience-driven” marketing, where instead of mass distribution, grocery retailers will focus on creating interactive, tactile experiences with premium magazines, fold-out product guides, and exclusive printed recipe books available in-store or through loyalty programs. Retail media networks will continue to expand, fostering new forms of in-store print advertising driven by brand partnerships.

Print will remain highly relevant but more strategic, sustainable, and digitally integrated. The focus will shift from mass production to high-impact, data-driven, and interactive print materials that enhance the shopping experience while aligning with consumer preferences.