INDUSTRY NEWS


FARM RETAIL ASSOCIATION ONLINE CONFERENCE ­ KEY OUT­TAKES


The FRA held its annual industry conference earlier this year and featured expert guest speakers, topical workshops and virtual farm shop tours throughout the week. NCB have been permitted to share some of the key points from a few of the main speakers:


Global consumer and retail trends David Hughes, Emeritus Professor of Food Marketing at Imperial College London


• Grocery trade to grow over next 5yrs with a very strong online growth


• Hard Discounters will do well - post Covid - still more economically viable and so will drive down prices in supermarkets


• Supermarkets will lose market share


Online the biggest growth: • The UK are leaders in online grocery, with 14% of all groceries purchased online, doubling since the end of 2019.


• With foodservice losing out during Covid this meant an emergence of online delivery businesses offering groceries, food, meals or meal kits, for example, Uber Eats and Hello Fresh.


• Long term power of supermarkets is set to decline due to competition from online, discounters and food deliveries.


Climate change and sustainability • Relentless messages from a host of activist groups has led to an increase in vegan and plant based products. In addition to the carbon footprint message, the food consumers choose now is asking them to make a statement.


Pre Visit Moment: • Research via online, friends or from recommendation


• Is the website up to date, does it have good customer score ratings


• Is the store famous for a product, person or a local landmark


• Are there any downsides i.e. parking, covid secure, reservations


Post Visit Moment: • Visit deemed a success and met expectations • Keen to re visit • Products and food ‘yummy’ and happy to tell friends and family


Retail Moments of Truth - shopper experience journey CRAFT BUTCHER MAY/JUNE 2021| 23


• Increasing consumer sustainability concerns means around 25% of UK consumers are Eco Active - I.e. they are willing to change their purchase behaviour if they see the product doesn’t meet their values.


• Packaging is rapidly changing, as consumers demand recyclable packaging, for example, Smarties in paper, vodka and wine bottles in paper, MacDonalds food trays made from food waste.


Health and more • Since Covid there has been a marked increase in consumers wanting immune boosting foods. Many processed foods promote their immune boosting qualities on pack, and as butchers you have some great immune boosting products. AHDB have lots of messages and images to help you promote the correct facts - www.ahdb.org.uk/redmeatandhealth


• The interest in ‘plant-based’ is often more about ‘flexitarianism’ and people wanting to eat a balanced diet, rather than a desire to become vegan


• To an extent consumers see health as assured when shopping at farm shops. Their main interest is in ‘the story of the food’. Farm shops stand for healthy, special food.


First Visit Moment: • Easy to find and park • Ambience or welcome on arrival • Shop layout, stock levels on shelves, easy to navigate


• Stocked everything and more I wanted • Friendly and knowledgable staff • Excellent extras


Real Moment of Truth: • Customer returns and becomes an advocate • Store becomes part of customers retail repertoire


• Praises your brand or shop on social media and with other friends and family


How to better connect with the Over 55s Consumer specialist Kate Hardcastle MBE and broadcaster Harry Gration MBE


• This demographic has the largest growth in uptake of online shopping in 2020; during the last 12 months 65% of people 65+yrs old shopped online, compared to 2019 when it was less than 20%; 23% of Waitrose shoppers now shop at Waitrose.com, in 2019 it was 8%.


• By 2030 this group will be 27% of the population, often homeowners, no children at home and high disposable income.


• Safety concerns will see instore footfall after Covid likely to be slow, especially the older 65+, keep the safety messages simple but welcoming.


• Personal touch for elderly, disabled, mobility or IT challenged customers - go that extra mile even if it’s only for a small amount of customers as their word of mouth to other customers will be invaluable.


• Offer a delivery, roadside or C&C option


• Virtual tour of your shelves and cabinets to showcase your product range


• Ensure your website offers the option for large type for the those with eyesight issues


• Loyalty cards and special offers go down well with this group - especially if the offers are product specific to the buyer. Keep it simple, honest and true. Limit the small print and restrictions.


With thanks to Farm Retail Association for the information www.farmretail.co.uk


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