Industry analyst and consultant Anne-Marie Roerink of 210 Analytics is an expert on marketing produce from farm to retail. Her travels take her to stores around the world. Every week in SPW, Anne-Marie shares one of her favorite retail displays or grower marketing success stories with a photo and her thoughts on why these are Ideas Ripe For The Picking.
What I love about this:
Catching people’s eye in produce, a well-researched purchase, to entice shoppers to share their email in return for exclusive, relevant offers…in produce, and beyond.
Produce shoppers still want to see the deals we have in store for them, but unlike years past, it doesn’t mean they automatically grab the printed ad and write out their list. More and more shoppers want to access promotions whenever they have a minute, be it at home, at work or while shopping – driving retailers to spread resources across apps, websites, email promotions, in-store signage, Facebook and other social media.
There’s much to be gained to get shoppers to buy in to digital outreach, from targeted offerings to the ability to educate, inspire and inform beyond the price point alone. This is where retailers can shine, build a point of differentiation and work closely with growers to tell a story. But not all shoppers are up for sharing their email with their grocery store. They need a reason. So inspire them to share with signage in one of the most researched categories of the store with the promise of exclusive, relevant offers while doing some good for the environment at the same time.
Anne-Marie Roerink specializes in quantitative and qualitative market research. Prior to launching 210 Analytics, she served as the Director of Research for the Food Marketing Institute (FMI).