Driving new electricity
into your brand with relevance today means adding incremental delivery options
according to Steven Johnson,
Grocerant Guru® at Tacoma,
WA based Foodservice Solutions®. There is no doubt that brand relevance is elevated
in urban markets when delivery is added and more and more adding value in rural
and suburban locations according to Johnson.
So, when Aldi
UK, the British arm of the German supermarket discounter, has
extended its trial of
grocery home deliveries in partnership with Deliveroo to London. The increasing
value of a grocerant attribute was sure to resonate with consumers. Delivery is
an hallmark attribute of the grocerant
niche for Gen Z, Millennials, and Baby Boomer’s.
Aldi, Britain's fifth largest supermarket
group, launched
an eight-store trial in central
England last month, which it said has gone well. Focusing on consumer hot button
touchpoints Aldi is focusing on discovery, service, technology, and price to
drive incremental brand value, top line sales, and bottom-line profits.
An Aldi spokesperson stated “In the three
weeks since we launched our partnership with Deliveroo, feedback from customers
has been very positive," Grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared
food is one key driver of the boom in demand for delivery according to Johnson.
Britain's big four supermarket groups led
by market leader Tesco , then Sainsbury's, Asda and Morrisons
- have been ramping-up their online delivery businesses to meet a boom in
demand during the pandemic.
Data from industry researcher Nielsen shows UK online grocery demand
up in recent months to 13% of the UK grocery market, from 7% pre‐COVID‐19.
In keeping with the fresh food fast hallmark
of grocerant niche success Aldi noted orders will then be delivered to
addresses within around two miles of the store in as little as 30 minutes. Are
you looking a customer ahead? Aldi is.
Driving
new electricity into a legacy brand with a partnership
is a good move and will accelerate the marketing messaging for all companies
involved according to Johnson. How is your company positioning to grow your
brand, the top, and bottom line?
Johnson stated “that in my minds-eye the
new electricity must be very efficient for the supply chain and includes such
things as fresh foods, online ordering, delivery, plant based foods,
sampling, toy’s, beer, developing brands,
grocerant positioning, fresh food messaging, autonomous
delivery, cashier-less retail, plates, glasses, cash-less payments, digital
hand-held marketing.
All food and beverage retailers to
survive the next generation of retail must embrace the artificial intelligence
revolution while simultaneously embracing fresh food and beverages that
are portable, fresh, with differentiation that is familiar not different. Does your retail path forward look more
like yesterday than tomorrow? Why?
For
international corporate presentations, regional chain presentations, local
educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA
based Foodservice Solutions. His
extensive experience as a multi-unit restaurant operator, consultant, brand /
product positioning expert and public speaking will leave success clues for
all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call
1-253-759-7869
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