As middle-of-the road grocery retail continues to get squeezed, reaching consumers before they make decisions becomes critical. In this Fresh Pulse episode, Jonna Parker, team lead, Circana’s Fresh Foods Group, and Anne-Marie Roerink, president of 210 Analytics, share strategies retailers can use to highlight their points of differentiation, starting with elevating outside-the-store marketing. 

  • Retailers’ focus on in-store execution ignores pre-tailing, when consumers make their decisions of where to shop and what to buy, as well as post-tailing, their at-home experience with what was purchased. 
  • Foodservice leverages limited-time offers successfully, and it’s a great opportunity for retailers as well. 
  • Use heavy traffic departments, like produce and meat, to promote digital offers and encourage app adoption.