Saturday, July 2, 2016

Target's Customer Relevance Curbside Pickup

Target is quickly adjusting to the fresh food space and trying to migrate with consumer by executing on the ‘new retail fundamentals of retailing’ that include order Online or via mobile and pickup curbside.  That adjustment period comes with some operational challenges.
So, when Target suspended a curbside pickup test that was originally designed to expedite “buy online/pickup at the store” service, the retailer said it wanted to turn its attention to executing on the fundamentals of retailing.  Our team at Foodservice Solutions® began thinking about how many retailers enter the Ready-2-Eat and Heat-N-Eat prepared grocerant niche with high hope, but an unsound platform of grocerant niche assumptions. 
Many develop excellent menu items, redesign floor space, increase lighting, and expedite checkout all to the praise of the consumer.  Yet the operations through-put is so far out of line they will never be able to realize the true potential of the location, the product offerings or understand the value of consumer driven product mix.

Simply put without a complete or proper focus of information on grocerant niche no matter how good the execution at the store level profitability will lag.  What’s worse consumer’s become discouraged as the retailer makes adjustments to product mix, and labor so often that customers become discouraged from coming back to shop – regardless of which shiny new or spacious the retailer has made the store look. 

If your company would like to find success within the grocerant niche then consider that success does leave clues.  One of the clues is to reach out to the leader of the grocerant niche since 1991 Foodservice Solutions® and our Grocerant Guru®.  Another clue is the grocerant niche requires distinctive differentiated messaging and positioning within the Ready-2-Eat and Heat-N-Eat fresh prepared food space have you considered how you will do that?
The team at Foodservice Solutions® knows that Up-market fresh prepared food with top of mind positioning can drive top line sales and bottom line profits.  Out team believes that we can help you create a unique market positioning platform.  Now consider Target’s curbside pick-up operational hick-up is not the end of the program.  What is important is how Target edifies the test program with customer relevance when they launch the program once again.

Customer relevance is more than just about curbside pick-up. Foodservice Solutions® FIVE P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: or visit: for more information

No comments:

Post a Comment