Supermarket Perimeter - March 2021 - rmt - 21

AFRICA STUDIO - STOCK.ADOBE.COM

Partnerships between processors and retailers have
a synergistic effect that is worth more than the sum of
their parts, solidifying marketplace equity that benefits
both parties. Retailers can lean on a packer's category
and brand expertise to attract and retain shoppers;
meanwhile, processors are keenly aware that brand
choices are often made in-store and appreciate insight
into how their product is positioned and marketed. And,
if using a packer's brand, retailers can utilize the brand's
resources and tools, such as social channels, websites
and in-store materials like brochures and charts.
According to a 2016 survey by Label Insight, 94%
of consumers said that it was important to them that
brands and manufacturers are transparent about what's
in their food and how it's made. According to the 2020
Power of Meat report, most consumers feel it's important for both grocery stores and brands to provide transparency into how/where livestock was raised.
Our own research is consistent with this - we've seen
a steady increase in 1) consumers placing increased
importance on outside verification of animal welfare
practices and 2) an increased emphasis on tracing the
meat they buy back to the specific farm and often even
the specific animal.
Because more consumers are interested in how their
food is produced, and many are even following QR
codes and links before and during shopping, retailers
can use information provided by manufacturers that
prioritize transparency to educate consumers and dispel myths regarding animal welfare. From point-of-sale
materials to digital content to meat department trainings, each touchpoint is an opportunity to share brands'
stories and values with shoppers.
Other types of marketing support for retailers include:
*	 A personalized shopping experience: Once a luxury,
personalization has become a necessity in today's
omnichannel shopping world. Retailers should be harnessing data collected about shoppers to personalize
their experiences and offer customized conveniences.
*	 Loyalty programs: Retailers can go beyond pointsbased discounts to offer a loyalty experience tailored
to their shopper demographics including discounts at
neighboring businesses, dedicated customer service,
or early access to new products. Processors can partner with retailers on product giveaways or other special promotions to help retain loyal shoppers.
*	 In-store and online support: Consumers are doing
their research up until the moment they choose a
product in the store, and packers can provide links
to reputable information through on-pack or in-store
QR codes. Consumers are also shopping online,
regardless of digital savviness or age demographic.
Online shoppers are also more likely to make repeat

purchases - new data from Nielsen shows that
nearly one third of shoppers found the order history
tool most helpful when shopping online. To drive initial consideration, processers can provide valuable
assets to boost the online shopping experience, such
as high-quality photography and detailed descriptions
of product attributes. Providing this information to
information-hungry consumers not only drives sales
and higher basket rings for the
retailer, more importantly, it
translates into store loyalty and
trust from the consumer.
*	 POS marketing materials:
Although omnichannel shopping
is here to stay, in-store marketing opportunities should not be
ignored. According to Raydiant's
2021 State of Consumer Behavior
Report, 46% of respondents prefer to shop in-person rather than
online, given the choice. In-store
marketing can increase awareness
out-of-store by encouraging email
signups or driving web traffic.
Cross-merchandising products
are an in-store opportunity to
address meal-planning fatigue.
*	 Promotions: Sixty-two percent
of shoppers say that promotions
can drive them to try a brand
they don't normally purchase, so
consider branded promotions to
boost sales and encourage trial.
Seasonal promotions in particular can elevate a shopper's experience, engaging their senses,
making shopping decisions easier
and bringing joy in an otherwise
stressful time.
In today's crowded marketplace,
retailers should seize every opportunity to capture shoppers' attention.
Today's consumer is more discerning than ever before and demands
more than convenience and safety.
All of us in the industry have the
same shared responsibility to work
together to meet consumers' needs and it's in processors' best interest to champion all of our partners up and
down the supply chain.
Kent Harrison is vice president of marketing and premium
programs for Tyson Fresh Meats, a division of Springdale,
Ark.-based Tyson Foods.

Retailers can
lean on a packer's
category and
brand expertise
to attract and
retain shoppers;
meanwhile,
processors are
keenly aware
that brand
choices are often
made in-store
and appreciate
insight into how
their product is
positioned and
marketed.

supermarketperimeter.com

Meat_SP_0321.indb 21

retail MEAT TRENDS

21

3/1/2021 12:47:29 PM


http://www.supermarketperimeter.com

Supermarket Perimeter - March 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - March 2021

Supermarket Perimeter - March 2021 - 1
Supermarket Perimeter - March 2021 - 1
Supermarket Perimeter - March 2021 - 2
Supermarket Perimeter - March 2021 - 3
Supermarket Perimeter - March 2021 - 4
Supermarket Perimeter - March 2021 - 5
Supermarket Perimeter - March 2021 - 6
Supermarket Perimeter - March 2021 - 7
Supermarket Perimeter - March 2021 - 8
Supermarket Perimeter - March 2021 - 9
Supermarket Perimeter - March 2021 - 10
Supermarket Perimeter - March 2021 - 11
Supermarket Perimeter - March 2021 - 12
Supermarket Perimeter - March 2021 - 13
Supermarket Perimeter - March 2021 - 14
Supermarket Perimeter - March 2021 - 15
Supermarket Perimeter - March 2021 - 16
Supermarket Perimeter - March 2021 - 17
Supermarket Perimeter - March 2021 - 18
Supermarket Perimeter - March 2021 - 19
Supermarket Perimeter - March 2021 - 20
Supermarket Perimeter - March 2021 - 21
Supermarket Perimeter - March 2021 - 22
Supermarket Perimeter - March 2021 - 23
Supermarket Perimeter - March 2021 - 24
Supermarket Perimeter - March 2021 - 25
Supermarket Perimeter - March 2021 - 26
Supermarket Perimeter - March 2021 - 27
Supermarket Perimeter - March 2021 - 28
Supermarket Perimeter - March 2021 - 29
Supermarket Perimeter - March 2021 - 30
Supermarket Perimeter - March 2021 - 31
Supermarket Perimeter - March 2021 - 32
Supermarket Perimeter - March 2021 - 33
Supermarket Perimeter - March 2021 - 34
Supermarket Perimeter - March 2021 - 35
Supermarket Perimeter - March 2021 - 36
Supermarket Perimeter - March 2021 - 37
Supermarket Perimeter - March 2021 - 38
Supermarket Perimeter - March 2021 - 39
Supermarket Perimeter - March 2021 - 40
Supermarket Perimeter - March 2021 - 41
Supermarket Perimeter - March 2021 - 42
Supermarket Perimeter - March 2021 - 43
Supermarket Perimeter - March 2021 - 44
Supermarket Perimeter - March 2021 - 45
Supermarket Perimeter - March 2021 - 46
Supermarket Perimeter - March 2021 - 47
Supermarket Perimeter - March 2021 - 48
Supermarket Perimeter - March 2021 - 49
Supermarket Perimeter - March 2021 - 50
Supermarket Perimeter - March 2021 - 51
Supermarket Perimeter - March 2021 - 52
Supermarket Perimeter - March 2021 - 53
Supermarket Perimeter - March 2021 - 54
Supermarket Perimeter - March 2021 - 55
Supermarket Perimeter - March 2021 - 56
Supermarket Perimeter - March 2021 - 57
Supermarket Perimeter - March 2021 - 58
Supermarket Perimeter - March 2021 - 59
Supermarket Perimeter - March 2021 - 60
Supermarket Perimeter - March 2021 - rmt - 1
Supermarket Perimeter - March 2021 - rmt - 2
Supermarket Perimeter - March 2021 - rmt - 3
Supermarket Perimeter - March 2021 - rmt - 4
Supermarket Perimeter - March 2021 - rmt - 5
Supermarket Perimeter - March 2021 - rmt - 6
Supermarket Perimeter - March 2021 - rmt - 7
Supermarket Perimeter - March 2021 - rmt - 8
Supermarket Perimeter - March 2021 - rmt - 9
Supermarket Perimeter - March 2021 - rmt - 10
Supermarket Perimeter - March 2021 - rmt - 11
Supermarket Perimeter - March 2021 - rmt - 12
Supermarket Perimeter - March 2021 - rmt - 13
Supermarket Perimeter - March 2021 - rmt - 14
Supermarket Perimeter - March 2021 - rmt - 15
Supermarket Perimeter - March 2021 - rmt - 16
Supermarket Perimeter - March 2021 - rmt - 17
Supermarket Perimeter - March 2021 - rmt - 18
Supermarket Perimeter - March 2021 - rmt - 19
Supermarket Perimeter - March 2021 - rmt - 20
Supermarket Perimeter - March 2021 - rmt - 21
Supermarket Perimeter - March 2021 - rmt - 22
Supermarket Perimeter - March 2021 - rmt - 23
Supermarket Perimeter - March 2021 - rmt - 24
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-february-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-january-2022
https://digital.supermarketperimeter.com/sosland/sp/-supermarket-perimeter-december-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-november-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-october-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-september-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-august-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2021
https://digital.supermarketperimeter.com/sosland/sp/2021_02_01
https://digital.supermarketperimeter.com/sosland/sp/2021_01_01
https://digital.supermarketperimeter.com/sosland/sp/2020_12_01
https://digital.supermarketperimeter.com/sosland/sp/2020_11_01
https://digital.supermarketperimeter.com/sosland/sp/2020_10_01
https://digital.supermarketperimeter.com/sosland/sp/2020_09_01
https://digital.supermarketperimeter.com/sosland/sp/2020_08_01
https://digital.supermarketperimeter.com/sosland/sp/2020_07_01
https://digital.supermarketperimeter.com/sosland/sp/2020_06_01
https://digital.supermarketperimeter.com/sosland/sp/2020_05_01
https://digital.supermarketperimeter.com/sosland/sp/2020_04_01
https://digital.supermarketperimeter.com/sosland/sp/2020_03_01
https://digital.supermarketperimeter.com/sosland/sp/2020_02_01
https://digital.supermarketperimeter.com/sosland/sp/2020_01_01
https://digital.supermarketperimeter.com/sosland/sp/2019_12_01
https://digital.supermarketperimeter.com/sosland/sp/2019_11_01
https://digital.supermarketperimeter.com/sosland/sp/2019_10_01
https://digital.supermarketperimeter.com/sosland/sp/2019_09_01
https://digital.supermarketperimeter.com/sosland/sp/2019_08_01
https://digital.supermarketperimeter.com/sosland/sp/2019_07_01
https://digital.supermarketperimeter.com/sosland/sp/2019_06_01
https://digital.supermarketperimeter.com/sosland/sp/2019_05_01
https://digital.supermarketperimeter.com/sosland/sp/2019_04_01
https://digital.supermarketperimeter.com/sosland/sp/2019_03_01
https://digital.supermarketperimeter.com/sosland/sp/2019_02_01
https://digital.supermarketperimeter.com/sosland/sp/2019_01_01
https://www.nxtbookmedia.com