Monday, October 29, 2012

Digital Food: 5 Reasons Digital is Winning in our Omni-Channel Retailing World.

While we all understand that The 65 Inch HDTV Syndrome has slowed restaurant growth.  If you have not heard of The 65 Inch HDTV Syndrome, here is the link:  Consumers are dynamic not static your food in digital form can place you in front of the consumer every day in every way. 

Consumers want it now. Traditional Meals times are Re-defined.

Food merchants including restaurants need to be aware that repeat sales are demand driven.  Today consumers expect a seamless life and lifestyle food shopping experience. That means consumer expect your product to be available through all shopping channels, i.e. desk top computer, brick-and-mortar, television, catalog and mobile devices. If they are in or on a channel and they want food if you are not there you are out of luck. Life and lifestyle trump dinner at 5PM.

Customer efficiency equals food retailer efficiency.

The ability for consumers to believe that they simultaneously can do two things at once makes them happy. What the “connected customer” is looking for is ease of use and ability to check brand not a channel; order diner for pick up from work computer, buy fresh food while watching your kids play soccer. If they want your brand the digital device becomes an extension of the brick and mortar supply chain.  

Superior digital food experience creates superior sales.

Omni-channel retail creates a platform where consumer can be knowledgeable about the values of your brand that are important to them. Seamless brand messaging rules in this our Omni-channel world.  IDC Retail Insights found that Omni-channel shoppers spend up to 15%-30% more than multi-channel shoppers and exhibit strong brand loyalty, often influencing others to patronize a brand.

Digital food transparency builds loyalty.

When consumers like your food, they do not like surprises with food availability or pricing.  Utilizing the Omni-channel approach restaurants, grocery stores and C-stores can input real-time data edifying the customer experience. Do you want to be “bookmarked? Omni-channel transparency creates a seamless brand experience and elevates Top of mind awareness.

Omni-channel food retail edifies internal team.

Success steps for Omni-channel retail will require more cross-functional communication than ever before between marketing department and IT department.  Establishing joint customers focus goals and objective will edify the team and place the consumer a win win position. Brick-and-mortar sales are influenced by online search are four times higher than total e-commerce sales, according to IDC.  Consumers want Food where ever they are and when they want it. They want food, to be Fun and Fast seamless.
Since 1991 Foodservice Solutions® a Tacoma, WA based retail foodservice consultancy has been the global leader in the Grocerant niche. For product or brand positioning assistance contact Steven Johnson or the Grocerant LinkedIn page or on Facebook at Steven Johnson, BING / GOOGLE: Steven Johnson Grocerants or Grocerant on Twitter

1 comment:

  1. I think digital signage has become an integral part of public and private environments and it has helped a lot of businesses and retailers gain attention. It’s an amazing technology.