Because meat consumers can essentially shop anywhere and everywhere on their purchase journey, an effective omnichannel strategy is one of the most critical elements in a retailer’s marketing tool kit.
NGA hosted a recent webinar that explored key insights from Midan Marketing’s Meat Consumer Segmentation 3.0 research showing the profound impact of the pandemic and economic shifts on meat consumers’ attitudes and preferences – insights that will help grocers better understand today’s ever-evolving meat consumers.
Led by Michael Uetz from Midan Marketing and Michael LaKier from IGA, the discussion highlighted the importance of creating a seamless, engaging experience for customers across all brick-and-mortar and digital touchpoints.
Additionally, the webinar demonstrated how integrated campaigns can help increase engagement and conversions and explored what influences today’s meat purchasing decisions and how crafting compelling messages can help boost meat sales and overall basket rings.
Here are some key takeaways from the discussion:
One-third of consumers have purchased fresh beef or poultry online during the past three months.
Identifying key consumer segments and mapping the customer journey by leveraging data allows retailers to create a consumer-centric marketing plan to maximize sales.
Connected Trendsetters love cooking and eating meat, experiment with new recipes and are heavily engaged online, making them one of the most desirable groups to engage in meat marketing. 90% of Connected Trendsetters are influenced by social media conversations when making fresh meat purchases; 85% prefer branded products when purchasing beef.
Claim Seekers skew female, seek out natural and environmental product claims, and favor poultry over beef and pork.
Convenience Cravers are busy, struggle with prep and are open to value-added products though live on a budget.
Committed Carnivores are serious meat eaters and enjoy scratch cooking but are less likely to be online.
Classic Palates trend older, aren’t into cooking, stick to familiar cuts and consider meat to be expensive.
Harness user-generated content. Engage with media-savvy consumers to get them to use products and share their experience on social media to build excitement. Get the right message to the right people at the right time in the right place.
Build your brand story with a competitive difference by generating awareness (via SEO, social media, email marketing), consideration (PR, experiential marketing, retargeting, thought leadership), conversion (paid search, LTOs, paid social media, retail media networks) and loyalty (customer rewards, community relations).
Want to learn more about the key consumer segments and other exclusive insights? View a recording of the complete webinar at https://attendee.gotowebinar.com/recording/7064722189709983574.
[RELATED: Meat Report: Consumption Solid, Shopper Trends Changing]
