How to drive success in the food & drink sector
Experts from Valassis, a leader in activating consumers through intelligent media delivery, share advice on the approach marketers in the food and drink sector need to take in the year ahead.
Grocery: Differentiate, reassess strategies and enhance in-store experiences.
“With all of the disruption in the grocery landscape in 2017, grocers are experiencing more competition than ever. They must reassess their pricing and promotion strategies to remain competitive and differentiate themselves by considering an aggressive private brand and fresh food promotion strategy. In addition, enhanced in-store experiences and even nutritionists, produce specialists and in-store chefs can attract and retain loyal customers.”
– Lou Czanko, Group Director, Grocery, Valassis
Restaurant: Redefine targeting to personalise promotions.
“Consumers are looking for value from restaurants, such as speed, convenience and seamless delivery. In fact, they are willing to pay an average of 11 percent more for each added layer of convenience in the food chain, including ready-to-eat restaurant take-out. Restaurants need to gain a better understanding of their customers’ needs and redefine targeting strategies to personalise promotions, such as special offers and coupons, accordingly.”
– Mark Johnson, Group Director, Restaurant, Valassis