Baking & Snack - July 2018 - 64
The Most Trusted Source
There's no substitute for SaltWorks®
all-natural sea salts. We offer the
highest quality ingredient salts for
food manufacturing and processing.
Harness the superior taste, texture
and functionality of sea salt for the
clean labels and the elevated ﬂavor
your customers demand.
Since interest in the supermarket perimeter is growing, Mr. Kafarakis encouraged efforts such as giving consumers a
theater-like display. Perhaps it's a bakery
where people can watch how the products
are made and ask questions. Technology
components can also give shoppers more
information about where ingredients are
sourced and allows a partnership between
manufacturers and retailers.
"For retailers, focus on the local community," Mr. Donnan advised. "Make
your store a place to go for more than
just the transaction. Make shopping for
Reviewing consumer data
Salts Pictured (top to bottom):
Sel Gris - Tamisé (1.0 - 3.0mm),
Himalayan Pink Salt - Fine (0.2 - 0.8mm),
Pure Ocean Sea Salt - Fine (0.2 - 0.6mm)
Better Salt Supplier
800-353-7258 | email@example.com
LEVEL 2 _ EXCELLENT RATING
The key to omnichannel - for retailers
and baking and snack companies - is understanding consumer preferences. Data
has been collected for many years through
purchases, searches and clicks, and with
so many sales avenues and the various
ways to go about incorporating them,
putting that information to use is more
critical than ever.
The two themes driving the current
consumer, according to Mr. Donnan, are
"products with purpose" and "stores with
stories." That purpose could be convenience, low-cost, healthful or indulgence
and more. However, having a purpose
means it also can't be everything to everyone, especially with the popularity of personalization. Stores' values, convenience
and the experiences they offer completes
the other half.
Nielsen's "Total Consumer Report"
from March emphasized the importance
Consumer data points to the merging of various channels
- physical and online - for retail success.
maria_savenko - stock.adobe.com
of when, where and what types of food
people are buying. The research firm developed segments for retailers and manufacturers for providing offerings that satisfy consumers' demands: first, meeting
the shoppers' location of choice; second,
being available for a preferred meal occasion. The third segment is fulfilling the
experiential, which could include health,
taste, price and interaction with staff.
Baking and snack companies can use this
guide to help with distribution decisions
and teach retailers how to crisscross the
right channels for their assortments.
"The new face of retail is going to be
solely focused on the personalization, customization and understanding of a particular consumer your format is surveying,"
Mr. Kafarakis said. "If you know enough
about me and leverage social media because of the data, then you can guide me
to that particular area of the store where
the assortment is made for me. And that
provides an experiential roadmap on how
what you know about me can be put into
The path to purchasing has grown
complex as consumers seek a fluid process among multiple channels. But letting
consumer data drive channel decisions
as retailers implement and overlap them
might just make this blurry landscape a
little clearer and produce omnichannel
success, whether the final profit happens
online, in the store or maybe on the side
of a curb.