Friday, April 7, 2017

What’s for Dinner Competitive Messaging

When the question of the day is ‘What’s for Dinner’ the first thing consumers do today is think about asking Google What’s for Dinner.  A recent Tacoma, WA based Foodservice Solutions® study found every day at noon in the United States 83% of consumers do not know what’s for dinner, and at 4 PM 69% of consumer still do not know ‘What’s for Dinner’ according to our Grocerant Guru® Steven Johnson.
In a new study by Market Track, which surveyed 16 product categories, 80% of respondents said they would do online price comparisons in all categories before making a purchase in a physical location. "Even with consumers indicating their preference to purchase items in-store, the highly competitive online environment is impacting brick-and-mortar results. Decreases in profit margins can be attributed to shoppers being armed with more pricing and comparison information,” said Traci Gregorski, senior vice president of marketing at Market Track.

Our Grocerant Guru® found that consumers begin thinking about ‘What’s for Dinner’ seriously by 4 PM. The ability of consumers construct a family meal utilizing real-time menu’s, special of the day, pricing and other online information such as ratings, locations and reviews at their disposal the path to purchase in many cases today can be found in the ‘palm of the consumers hand’ within the smartphone’.  In fact Market Track found that for those aged 21 to 29, 47% primarily shop via mobile, 31% indicate they prefer online and 22% prefer to make a purchase in store. 

So the question becomes can your brand compete with marketing communications from the likes of Google, Amazon, or Facebook? Will consumers start buying dinner from Amazon instead of going out to dinner? The team at Foodservice Solutions® thinks that could be the case. 

Amazon’s Click and Collect just might work after reading this in the Market Track study “Of all respondents, 87% shop on Amazon and 1 in 3 do so at least once a week. The selection of products is the No. 1 reason for shopping the e-commerce giant.”  If dinner, meal kits, or grocerant Ready-2-Eat and Heat-N-Eat fresh food are available at Amazon can you brand compete?  How often do consumers visit your App, website, or brick & mortar store?  Do they visit once a week, twice a week, three times a week, or once every 21 days?
Do your marketing communication tactics and look more like yesterday that tomorrow?  Visit for more information or contact: Remember success does leave clues and we just may the clue you need to propel your continued success. 

No comments:

Post a Comment