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Beef is a tried-and-true favorite in the United States, and taste is the number one reason consumers choose beef.
“Because consumers gravitate to beef because of its great taste, retailers should lean into the quality of beef they offer and provide shoppers with the best eating experience possible,” Wasser said. “Additionally, consumers are increasingly interested in protein and nutrition. This is where beef stands out from plant-based alternatives, and marketing tools like callouts on packaging, in-store marketing and nutritionist partnerships must highlight this advantage.”
Tyson Foods offers comprehensive support for its retail customers, from foundational brand support to personalized customer-specific marketing plans.
“Perfecting the omnichannel experience means going beyond the physical store; grocers should seek out brands engaging consumers, meeting them where they are,” Harrison said. “To reach today’s omnichannel shopper, it’s important to create a seamless experience at every touchpoint, from social media to influencer engagement, to blogs, recipes, other digital platforms such as the store website or app, all the way in-store to POS or on-pack materials.”
Midan compared in-house consumer segmentation research in January 2019 and September 2020 to study the effects of the pandemic on consumers’ perceptions of meat. The findings showed the number of consumers who love to cook meat grew 14%, and more consumers said they believed meat contains nutrients not found in any other foods.
“YouTube videos, blogs and how-to social media posts helped consumers learn to enjoy cooking meat, and many became more health-conscious during the COVID-19 pandemic,” Wasser said.
Harrison emphasized that retailers must have an engaging digital presence to reach all consumers, not just those ordering online.
“Creating a seamless experience across both physical and digital touchpoints is essential to driving purchases across the store, including at the meat case,” he said. “Now more than ever, search habits, social media influences and online advertising are driving shoppers’ decisions at the grocery store as online and brick-and-mortar shoppers alike seek cooking inspiration. For click-and-collect shoppers, this also means high-quality photos and keyword-rich product descriptions.”
Creekstone Farms provide its retail partners with a comprehensive portfolio of point-of-sale materials to help tell the brand story and support their efforts in driving meat case sales.
“Our sales team members are also located strategically throughout the country to ensure customer service and overall satisfaction of our retail partners,” Rogers said.