What is freshness? How do your consumers
know that the meal they buy from you is fresh other than searching the package
looking for the date made or time cooked? So, we ask. What’s more relevant than
livestream meal prep or cooking of dinner?
Steven Johnson Grocerant Guru®
at Tacoma, WA based Foodservice
Solutions®, stated, “Fresh food fresh and fast is what consumers continue
to demand and nothing is more relevant that a livestream of your meal.”
Now get this, one grocer, The Fresh Market is placing its
bets, using a
shoppable livestream to promote its
Valentine’s Day offerings, focused on meal prep for the February 14 holiday. The
shoppable livestream ran at recently and featured television celebrity chef
Anna Rossi and chef Chen McCarthy, food developer for The Fresh Market.
Kevin Miller, chief marketing officer for
the Greensboro, N.C.-based supermarket operator, stated, “the livestream ties
into the retailer’s reputation as a special occasion destination.”
Miller continued, “Shoppable videos are a
large component of our retail media strategy,”…“The shoppable livestreams,
which range from twenty to forty-five minutes, provide a unique shopping
experience in the digital space that allows us to expand our audience reach and
attract new customers to The Fresh Market.”
Those who watched were able to buy
products during the 45-minute event (which is also available on replay) and
could also interact and engage through polls and live chat, Miller said.
Building momentum, The Valentine’s Day
event is The Fresh Market’s fifth
shoppable livestream in the last nine months. Livestreams in 2022 included the
opening of a new store in Palm Beach Gardens, Fla., along with events centered
around The Fresh Market’s 40th anniversary, Thanksgiving, and
the holiday season.
Read this section twice. The combined
viewership of The Fresh Market’s first four livestreams exceeded 2 million
views, said Miller, who added that the conversion rates of the special occasion
meals featured in the livestreams were more than 300% greater than the
retailer’s traditional digital advertising results.
In case you did not know, last August, The
Fresh Market announced that it had surpassed 365 days of total watch time for
its video content, including all short-form, shoppable video and live commerce
content, across the company's owned media channels that are supported by the
Firework shoppable video platform.
In addition to the recent shopper
livestream, The Fresh Market is
spotlighting fully prepped, read-to-cook meals that the company is positioning
as Valentine’s Day options for couples or families.
Selections include a Valentine’s Meal for
Two for $59.99, in which customers can chose among entrees that include premium
choice chateaubriand cut filet mignon, lump crab cakes, and wild North Atlantic
lobster tail.
A Valentine’s Prime Rib Meal for Two for
$49.99 includes fully cooked prime rib, while the Valentine’s Day Brunch for 4
for $25 includes items like quiche Lorraine, and broccoli cheddar or spinach
tomato quiche.
In addition, The Fresh Market is
merchandising Sweetheart Ribeye, which is hand-cut and butterflied into the
shape of a heart, as well as heart-shaped crab cakes. Shoppers can order the
selections online or in-store and pick up orders from February 10 to 14.
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 participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit us on our social media sites by clicking the
following links: Facebook, LinkedIn, or Twitter
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