Growers United wants to know what makes shoppers tick and is thought leader on international shopper research. ‘Through various methods, Growers United analyses at what moment shoppers make which decisions and why. This enables us to decide how to respond accordingly,’ Wim van den Berg explains, Retail Marketing Manager at Growers United. ‘Together with retailers, we develop a fitting marketing strategy that helps shoppers, retailers and their suppliers to move forward.’
Targeted in-store marketing based on new insights
For many years, Growers United has been conducting extensive research on what motivates shoppers throughout their purchasing process. ‘Not only in the Netherlands, but also in Germany, the United Kingdom and Poland have our discoveries provided valuable insights in consumer decision-making processes and buying behaviour,’ Wim says. ‘As a result of the new information we have gathered throughout the years, Growers United keeps a clear view of (local) changes and trends.’
What triggers shoppers to purchase fresh vegetables? And when is this purchase decision made? Does shoppers’ motivation to purchase fresh vegetables change? For example, do shoppers focus more on sustainable and healthy products today, compared to previous years? In addition, Growers United analyses what triggers consumer buying behaviour. For example, through assisting retailers in their (in-store) marketing actions for a set period while measuring sales results at the same time.’
Growers United continuously meets current market demands
‘Growers United not only assists retailers in marketing and sales but helps their shoppers too. When research results show that shoppers have different needs in their purchasing process, we should respond accordingly,’ Wim explains. ‘For example, we can make sure that our products meet their needs even better. As not only taste, colour and shape are considered important nowadays, but the way that fresh vegetables are produced is too; for example, via a sustainable production process.’
Consumer-friendly fruit and vegetable department stimulates sales
‘Not only the products themselves, but their packaging also influences consumer decision-making and buying behaviour,’ Wim says. ‘For shoppers, the right packaging can be a decisive factor when purchasing a product. Packaging can be used to emphasise diversity and quality within the fruit and vegetable department. Also, cleverly designed packaging can boost user-friendliness. And the choice of (sustainable) material is important too. What it comes down to is continuously inspiring and encouraging shoppers with an appealing fruit and vegetable department that meets their demands. They should be convinced that the fresh vegetables on display are worth buying.’
Growers United, the sales organisation of – among others – Prominent tomatoes, keeps investing in international shopper research and therefore, in its clients too. Curious to know how we can assist you in reaching the best sales results? Check the website of Prominent for more information or get in touch, via marketing@growersunited.nl or +31 (0)174 238 000.