As competition for trips increases, so too does the value of growing average transaction value (ATV) on each trip. Whether through cross-selling, promotions, or bundling offers, larger basket sizes directly improve profitability in a low-margin business. Yet, despite having access to a growing ecosystem of marketing technologies (martech), many grocers remain stuck—unable to unlock the collaboration and speed necessary to drive ATV growth effectively. The culprit? Disconnected tools and siloed teams that make agile, omnichannel coordination virtually impossible. The average grocery marketing team employs 10 to 15 marketing point solutions.
Speed is the New Competitive Advantage
ATV-boosting tactics like flash promotions, real-time offer bundling, and merchant-driven category pushes are inherently time-sensitive. To act on these opportunities, grocers need their marketing, merchant, loyalty, and digital teams to move in concert—rapidly aligning on strategy, creative, channel execution, and measurement. But when each team operates within different systems, disconnected from each other, the time it takes to plan and execute campaigns balloons. What should take days drags into weeks, rendering the effort obsolete by the time it reaches customers.
This latency is no small problem. The grocery landscape is hyper-competitive, with discounters, delivery apps, and big-box retailers constantly vying for shopper attention. The ability to rapidly collaborate on omnichannel strategies—like in-store signage paired with app-based offers or last-minute category pushes via email and SMS—can be the difference between growing ATV and losing share.
Friction Multiplies in Disconnected Martech Stacks
Disconnected martech systems don’t just slow down execution—they also create friction at every step of the process:
- Campaign Planning: Without a single source of truth, teams waste time aligning on priorities, audiences, and timing. Merchants often operate in spreadsheets, while marketers plan in campaign platforms that don’t integrate upstream.
- Creative Collaboration: Version control issues, fragmented feedback, and inconsistent asset sharing make it harder to ensure creative is on-brand and omnichannel-ready.
- Channel Execution: Disparate tools for email, mobile push, digital ads, and in-store promotions make it difficult to coordinate messaging, leading to fragmented customer experiences that dilute impact.
- Measurement and Learning: With data scattered across platforms, teams struggle to connect outcomes to actions, impeding the ability to optimize for higher basket sizes.
The Opal Advantage: Unifying the Process for Impact
At Opal, we believe that to truly unlock ATV growth, grocers need more than just better tools—they need a unified framework for collaboration. By connecting stakeholders across marketing, merchandising, and digital teams in one platform, Opal enables real-time alignment on strategies, streamlined creative development, and cohesive channel planning.
With Opal, grocers can reduce planning cycles from weeks to days, accelerating their ability to execute promotions while shopper behaviors are still relevant. Teams can visualize the entire customer journey across channels, ensuring messaging consistency that encourages basket expansion. And because everything is built in one collaborative space, insights and learnings flow freely—fueling continuous improvement rather than getting lost in platform silos. With Opal, your team can finally operate at the speed of grocery.
Conclusion
In today’s grocery landscape, speed and coordination are non-negotiable for growing ATV. The friction inherent in disconnected martech stacks holds grocers back from executing the agile, cross-functional tactics that drive bigger baskets. Opal provides the connective tissue that unites teams, streamlines collaboration, and enables the omnichannel precision necessary to win.
Next Steps
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