Wednesday, October 31, 2012

Fresh Food Retailers Utilize OmniChannel Consumer Focus to Drive Sales

Gone are the days national syndicated food research studies can provide restaurants, grocery stores and C-stores all the valued information a company needs to understand the competition while identifying a clear path for its own direction.  Today successful fresh food retailers focused on consumer’s desires, wants and need set have the ability to exploit the Omnichannel retail world to build top line sales and bottom line profits.

Fresh ready-2-eat and heat-N-eat food companies today can leverage innovative “Digital Zip®” technology offered by MaxPoint Interactive too drive local in-store sales. MaxPoint in a new indexing study focused on Thanksgiving food preferences revealed neighborhoods in Atlanta and Oklahoma City as those most interested in gourmet and comfort foods, respectively.

Here is what MaxPoint does they “analyzed offline and online data points—including point-of-sale data and consumption of social media, videos, music, local Web pages and online magazines—to pinpoint the U.S. cities most interested in gourmet and comfort foods”. This information can then be leveraged into Foodservice Solutions® 5P’s of Food Marketing to garner the best menu mix offerings neighborhood by neighborhood and or city by city depending on the number of units you company may have.

Here are the top 3 cities for Gourmet Thanksgiving Cuisine and Comfort Cuisine for 2012:

Gourmet                                               Comfort

Atlanta                                                  Oklahoma City, OK
New York, NY                                     Green Bay, WI
Milwaukee, WI                                     Grand Rapids, MI

Technology today can empower marketer’s ability to leverage the halo of the brand neighborhood by neighborhood or city by city.  Yes, it’s more work but the results can drive top line sales and bottom line profits all the while edifying your brand, franchisees, and most important your customers.  Brand relevance has never been as important as it is today. Is your brand relevant everywhere? Ready for help? 
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

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