Saturday, May 22, 2021

Amazon a Burgeoning Food Marketing Mega Star

Millennials and Gen Z food shoppers are more like their parents than they want to admit.  According to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solution® stated “both Gen Z and Millennial food shoppers prefer the visceral and tactile experience of shopping for fresh foods over online grocery shopping.”

Johnson continued, “that said, convenience, personal safety, and time savings were the top three reasons consumers migrated from in store experiences to a digital experience when shopping for groceries according to Foodservice Solutions® most recent Grocerant ScoreCards.”

Our friends at Brick Meets Click in a new shopping survey recently revealed that, U.S. online grocery sales continued their rollercoaster ride of recent months, down 10% from March 2021 to April”. 

A return to normal, is a much over used term these days. However, Amazon’s trove of data might dispel what the new normal will look like.  While many legacy grocery store retailers want to go backward, force consumers to walk around the entire store, for the three basic items they need.  Amazon Fresh is set to become a food retail mega star integrating technology with shopping behavior in a consumer interactive participatory platform most of those legacy grocers have yet to envision.

Amazons’ ability to edify customer relevance for Gen Z and Millennial shoppers and successfully using its physical grocery stores as both a hub for delivery and a place to shop for a curated selection of grocery items will become a lifestyle choice.  That lifestyle choice, Johnson believes, operates at the intersection of consumers valued touchpoints of price, convenience, freshness, and time saving. 

That will be hard for many legacy companies to compete with. With consumer-focused interactive participatory technology, Amazon Fresh stores look like stores of today and tomorrow filled with relevant complementary technology including Amazon’s Alexa information services and Amazon Dash Cart checkout-free technology edifying relevance for digital natives and even some of us old folks.

Consumers are dynamic, not static, brands must be dynamic as well.  Amazon is a burgeoning food marketing mega star because they are dynamic not static according to Johnson.

 Don’t over reach. Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how Foodservice Solutions® can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: or visit us on our social media sites by clicking the following links: FacebookLinkedIn, or Twitter

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