Baking & Snack - April 2019 - 46

BRAND LOYALTY

ond for retail sales behind the US, generating more than
$1 billion in 2017), the campaign is now active in more
than 20 countries.
Food companies have to engage online because
e-commerce is not slowing down. In a research project
with the Food Marketing Institute, Nielsen found that
more than 70% of Americans will buy groceries online
within the next decade. During that timeframe, the research projects that 60% of Americans will do more than
a quarter of their food spending online.

Experience over everything
Consumers are looking for new solutions to their everyday shopping needs, according to Darren Seifer, food
and beverage industry analyst with NPD Group. He said
those alternatives are similar whether in-store or online.
Looking at other industries like electronics, Mr. Seifer
explained that consumers are using multiple sources to
get what they need. One of the best examples is the electronics retail giant Best Buy.
"Best Buy just used to be a place where you would
buy electronics, but now when you look at what they
have in the stores, it's more centered around experience
and showrooming and providing services like the Geek

Squad," Mr. Seifer said. "We should expect to see some
of that coming into food and beverage as well as more
and more consumers are starting to shop online."
As grocery stores and c-stores look to make the shift
to experience, they should examine how consumers'
shopping habits are changing. He said consumers today
are going to stores less with long lists of basics and more
often with short-term meal ideas, and they need easy
ways to complete those meals. "Brands that have repositioned themselves to be part of a solution are poised to
gain the most from this trend," Mr. Seifer said.
For example, bread is almost never eaten alone but
paired with other categories for its consumption. When
consumers think of a piece of toast or a sandwich,
thoughts of a brand often follow, Mr. Seifer explained.
In stores, that might mean positioning bread in a display
case or special section near cold cuts and condiments to
provide easy solutions for families to make sandwiches
throughout the week.
Mr. Seifer said meal kits will also grow in popularity,
but NPD Group predicts they will likely see the most
expansion in grocery stores rather than online delivery
services. He said in-store meal kits provide a chance for
the consumer to find a last-minute option for dinner. In-

Share it, and they will follow

46 Baking & Snack April 2019 / www.bakingandsnack.com

Social media offers numerous ways to connect with consumers in nontraditional ways.
personal relationships with brands.
"Understanding the context of
consumer interests and providing
a point of view within that context
creates value to the consumer that
should be rewarded with brand
loyalty," he said.
As consumers adapt their media
habits based on individualized
preferences, personalization is the
new expectation. "At Pinterest,

we capture honest intent signals
via search queries, saved pins
and board titles," he said. "These
signals enable our algorithm to
understand an individual's unique
taste and deliver content that is
personalized."
Finding ways to share experiences with the masses fosters better
engagement online between brands
and consumers, driving loyalty.

©Tierney - stock.adobe.com

Consumers have more brand choices than ever. Internet retailers have
removed traditional barriers to entry
such as distribution fees, national
sales teams or large R&D and media
budgets. But with greater choice
comes an increasingly loud media
environment competing for a finite
amount of consumer attention.
"Brand marketers need to be
aware that consumer attention is
a precious resource, and no longer does the 'loudest' brand voice
necessarily break through," said
Arthur Sevilla, vertical strategy lead
at Pinterest. "Understanding when a
brand has the right to grab consumers attention is the foundation of the
next marketing playbook."
An emotional connection is often
needed, he added, and one of
the best ways to establish that is
through social media. Mr. Sevilla
said Pinterest and other sites create


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Baking & Snack - April 2019

Table of Contents for the Digital Edition of Baking & Snack - April 2019

Baking&Snack - April 2019
Contents
Contents
Editorial - Bread and butterflies
Newsfront - Grupo Bimbo, Kellogg, PepsiCo recognized for ethics
Walmart taking steps to drive grocery business
ADM, Cargill launch digital grain marketing venture
Global Bakeries expands in sweet goods category
News - RBS partners with Belgian snack systems supplier
Corbion to acquire Brazilian bakery ingredient company
In Memoriam
People/In Brief
Health & Wellness - HEALTH KICK
Are package callouts still effective?
Leclerc Foods - BAKING without compromise
Early adopting for better operations
Brand Loyalty - Digital DISCIPLES
Share it, and they will follow
Starches - DEMYSTIFYING THE MAGIC
Getting away from gluten
Fats & Oils - AN EXPANDED BOX
Collaborating to innovate
SANITATION STRATEGIES - REVISITING GOLDEN RULES
Cookie Processing - Cookie conundrums
Ovens - OPTIMIZED BAKING
Constructed for efficiency
Baking under pressure
Conveying - no STOPPING it now
Keeping the conveyor belt clean
Maximizing Efficiency - IN THE ZONE
Nothing fake about AI’s potential
Secondary Packaging - THINK INSIDE THE box
Industry Images - THE FUTURE IS NOW
Meeting Preview - FOUNTAIN OF KNOWLEDGE
Events
Featured Innovation Center
Ingredients & Formulating
Equipment & Packaging
Patents
New on the Shelf
MARKETPLACE
AD INDEX
Baking & Snack - April 2019 - Baking&Snack - April 2019
Baking & Snack - April 2019 - Baking&Snack - April 2019
Baking & Snack - April 2019 - 2
Baking & Snack - April 2019 - 3
Baking & Snack - April 2019 - 4
Baking & Snack - April 2019 - 5
Baking & Snack - April 2019 - 6
Baking & Snack - April 2019 - 7
Baking & Snack - April 2019 - 8
Baking & Snack - April 2019 - Contents
Baking & Snack - April 2019 - 10
Baking & Snack - April 2019 - Editorial - Bread and butterflies
Baking & Snack - April 2019 - 12
Baking & Snack - April 2019 - 13
Baking & Snack - April 2019 - 14
Baking & Snack - April 2019 - 15
Baking & Snack - April 2019 - Global Bakeries expands in sweet goods category
Baking & Snack - April 2019 - 17
Baking & Snack - April 2019 - In Memoriam
Baking & Snack - April 2019 - 19
Baking & Snack - April 2019 - People/In Brief
Baking & Snack - April 2019 - 21
Baking & Snack - April 2019 - 22
Baking & Snack - April 2019 - Health & Wellness - HEALTH KICK
Baking & Snack - April 2019 - Are package callouts still effective?
Baking & Snack - April 2019 - 25
Baking & Snack - April 2019 - 26
Baking & Snack - April 2019 - 27
Baking & Snack - April 2019 - 28
Baking & Snack - April 2019 - 29
Baking & Snack - April 2019 - 30
Baking & Snack - April 2019 - Leclerc Foods - BAKING without compromise
Baking & Snack - April 2019 - 32
Baking & Snack - April 2019 - 33
Baking & Snack - April 2019 - 34
Baking & Snack - April 2019 - 35
Baking & Snack - April 2019 - Early adopting for better operations
Baking & Snack - April 2019 - 37
Baking & Snack - April 2019 - 38
Baking & Snack - April 2019 - 39
Baking & Snack - April 2019 - 40
Baking & Snack - April 2019 - 41
Baking & Snack - April 2019 - 42
Baking & Snack - April 2019 - 43
Baking & Snack - April 2019 - 44
Baking & Snack - April 2019 - Brand Loyalty - Digital DISCIPLES
Baking & Snack - April 2019 - Share it, and they will follow
Baking & Snack - April 2019 - 47
Baking & Snack - April 2019 - 48
Baking & Snack - April 2019 - 49
Baking & Snack - April 2019 - 50
Baking & Snack - April 2019 - 51
Baking & Snack - April 2019 - Starches - DEMYSTIFYING THE MAGIC
Baking & Snack - April 2019 - 53
Baking & Snack - April 2019 - 54
Baking & Snack - April 2019 - 55
Baking & Snack - April 2019 - Getting away from gluten
Baking & Snack - April 2019 - 57
Baking & Snack - April 2019 - 58
Baking & Snack - April 2019 - Fats & Oils - AN EXPANDED BOX
Baking & Snack - April 2019 - 60
Baking & Snack - April 2019 - 61
Baking & Snack - April 2019 - 62
Baking & Snack - April 2019 - 63
Baking & Snack - April 2019 - 64
Baking & Snack - April 2019 - 65
Baking & Snack - April 2019 - Collaborating to innovate
Baking & Snack - April 2019 - 67
Baking & Snack - April 2019 - 68
Baking & Snack - April 2019 - SANITATION STRATEGIES - REVISITING GOLDEN RULES
Baking & Snack - April 2019 - 70
Baking & Snack - April 2019 - Cookie Processing - Cookie conundrums
Baking & Snack - April 2019 - 72
Baking & Snack - April 2019 - 73
Baking & Snack - April 2019 - 74
Baking & Snack - April 2019 - 75
Baking & Snack - April 2019 - 76
Baking & Snack - April 2019 - 77
Baking & Snack - April 2019 - 78
Baking & Snack - April 2019 - Ovens - OPTIMIZED BAKING
Baking & Snack - April 2019 - Constructed for efficiency
Baking & Snack - April 2019 - 81
Baking & Snack - April 2019 - 82
Baking & Snack - April 2019 - 83
Baking & Snack - April 2019 - Baking under pressure
Baking & Snack - April 2019 - 85
Baking & Snack - April 2019 - 86
Baking & Snack - April 2019 - 87
Baking & Snack - April 2019 - 88
Baking & Snack - April 2019 - 89
Baking & Snack - April 2019 - 90
Baking & Snack - April 2019 - 91
Baking & Snack - April 2019 - 92
Baking & Snack - April 2019 - 93
Baking & Snack - April 2019 - 94
Baking & Snack - April 2019 - Conveying - no STOPPING it now
Baking & Snack - April 2019 - 96
Baking & Snack - April 2019 - 97
Baking & Snack - April 2019 - Keeping the conveyor belt clean
Baking & Snack - April 2019 - 99
Baking & Snack - April 2019 - 100
Baking & Snack - April 2019 - 101
Baking & Snack - April 2019 - 102
Baking & Snack - April 2019 - Maximizing Efficiency - IN THE ZONE
Baking & Snack - April 2019 - Nothing fake about AI’s potential
Baking & Snack - April 2019 - 105
Baking & Snack - April 2019 - 106
Baking & Snack - April 2019 - 107
Baking & Snack - April 2019 - 108
Baking & Snack - April 2019 - Secondary Packaging - THINK INSIDE THE box
Baking & Snack - April 2019 - 110
Baking & Snack - April 2019 - 111
Baking & Snack - April 2019 - 112
Baking & Snack - April 2019 - 113
Baking & Snack - April 2019 - 114
Baking & Snack - April 2019 - Industry Images - THE FUTURE IS NOW
Baking & Snack - April 2019 - 116
Baking & Snack - April 2019 - 117
Baking & Snack - April 2019 - 118
Baking & Snack - April 2019 - 119
Baking & Snack - April 2019 - 120
Baking & Snack - April 2019 - 121
Baking & Snack - April 2019 - 122
Baking & Snack - April 2019 - Meeting Preview - FOUNTAIN OF KNOWLEDGE
Baking & Snack - April 2019 - Events
Baking & Snack - April 2019 - 125
Baking & Snack - April 2019 - 126
Baking & Snack - April 2019 - 127
Baking & Snack - April 2019 - Featured Innovation Center
Baking & Snack - April 2019 - 129
Baking & Snack - April 2019 - Ingredients & Formulating
Baking & Snack - April 2019 - 131
Baking & Snack - April 2019 - 132
Baking & Snack - April 2019 - 133
Baking & Snack - April 2019 - Equipment & Packaging
Baking & Snack - April 2019 - 135
Baking & Snack - April 2019 - 136
Baking & Snack - April 2019 - 137
Baking & Snack - April 2019 - Patents
Baking & Snack - April 2019 - 139
Baking & Snack - April 2019 - 140
Baking & Snack - April 2019 - New on the Shelf
Baking & Snack - April 2019 - 142
Baking & Snack - April 2019 - MARKETPLACE
Baking & Snack - April 2019 - 144
Baking & Snack - April 2019 - 145
Baking & Snack - April 2019 - 146
Baking & Snack - April 2019 - 147
Baking & Snack - April 2019 - 148
Baking & Snack - April 2019 - 149
Baking & Snack - April 2019 - 150
Baking & Snack - April 2019 - 151
Baking & Snack - April 2019 - 152
Baking & Snack - April 2019 - AD INDEX
Baking & Snack - April 2019 - 154
Baking & Snack - April 2019 - 155
Baking & Snack - April 2019 - 156
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https://digitalbs.bakingbusiness.com/sosland/bs/2003_12_01
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