A Successful Product? That is Up to The Consumer!


A Successful Product? That is Up to The Consumer!

The power of consumers increases, since they have better access to information and knowledge. To meet their growing demands, producers need to become more transparent and start providing the right type of information at the right time.

Today, consumers purchase their groceries via various (on and offline) sales channels. Each channel offers different characteristics and possibilities. In each situation it is important to know when and how consumers can be inspired to purchase specific products. Curious to know this works?

The Time of Purchase Is When Consumers Actually Chose

Imagine a consumer mentioning that he has a preference for organic or sustainable products. Will the products that he purchases reflect this preference 100%? What if this consumer originally plans to buy organic tomatoes, but upon entering the fruit and vegetable section, notices that the regular vine tomatoes are on offer? Will he still stick to his principles or is the reduced price too tempting? For producers, suppliers and retailers it is important to analyse how consumers buy their groceries and at which moment and under which circumstances they decide what products will ultimately end up in their shopping bag.

Online Shopping vs Actual Shopping Experience

Consumer behaviour when placing online orders is completely different than an actual shopping experience in the supermarket. The added value of shopping online is the targeted, fast procedure. Often, consumers purchase for an extended period of time – a week, for example – and use a shopping list as their guidance. The medium – an efficient online environment which immediately directs shoppers to the products of their choice – offers little space for impulse buying. A supermarket – with its smart routing, attractive product displays, special light design and the smell of freshly baked bread – provides a completely different experience. By strategically placing specific products, shoppers can be easily tempted to purchase extra.

Successful Products and Smart Methods

Broccoli? In the 80s this was still seen as an exclusive vegetable. Avocado? In the 90s still predominantly used in the Mexican kitchen. Snacking fruit and vegetables? In the 00s not widely available yet and therefore, not a lunchbox staple. Due to their strong product characteristics and thanks to targeted communication, these products have now become part of our everyday eating habits. These are just a few examples of how providing the right type of information at the right time can inspire consumers to purchase new products. And it seems that this method can even encourage lasting changes to their eating patterns.

DOOR Partners / Prominent keeps inspiring retailers and shoppers. Curious to know how? We are keen to tell you more. Do not hesitate to get in touch with Wim van den Berg of DOOR Partners / Prominent: w.vandenberg@doorpartners.nl or +31 (0)6 5756 4346.

The sales, marketing and quality control of Prominent tomatoes are handled by Door Partners B.V. This sales subsidiary forms part of the Grower Cooperative DOOR U.A.

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