Why would you introduce a product without doing extensive research first? In other words, why base your decisions and actions on assumptions?’ asks Wim van den Berg, Retail Marketing Manager. ‘A missed opportunity. Because in doing so, you might present a product that doesn’t meet shoppers’ current needs. Or doesn’t correspond with recent market developments. Resulting in barely making a difference in retailers’ revenue and rotation.’ Curious to know how to turn products into a success?
Three characteristics of a successful (fruit and vegetable) product
‘First of all, a successful product has a high product value. In other words, it meets shoppers’ current needs and expectations. But what are their needs and expectations? That is what you, as producer and/or supplier, need to find out,’ Wim explains. ‘You should know what drives shoppers to purchase a certain product. Growers United, for example, does this through doing shopper research and analysing sales data.’
‘In addition, it is important that a product correspond with recent market developments. Therefore, a producer and/or supplier should always stay informed. What is happening in today’s market? What are your findings? How does this affect the (near) future? And how can you respond to all this, while using your product?’
‘And finally, a successful product increases retailers’ revenue and rotation. Regardless of any promotions. How can a supplier further strengthen this position? For example, through further increasing visibility. Or through optimising packaging, so it keeps meeting shoppers’ current needs.’
Sweet snacking tomatoes and kiwi gold as examples of successful products
‘Here’s an example to demonstrate the aforementioned,’ says Wim. ‘Let’s say a shopper has the intention to eat healthier but craves a sweet snack. A bag of carrots is no option as this would be categorised as ‘healthy snack’ rather than ‘sweet snack’. In this case, sweet snacking tomatoes or kiwi gold are a better alternative. Why? Both products meet the needs in terms of taste (sweet) as well as snack (size, ready to eat or scoop out). Also, these products are often displayed at eye level for maximum visibility, making them easier to find for shoppers.’
Further increase conversion of successful fruit and vegetable products
How to further increase revenue and rotation? ‘Next to a successful product, you can offer other products that, when purchased together, give the shopper a small discount,’ Wim answers. ‘These so-called multi buys encourage shoppers to purchase more products than strictly needed. As the shopper originally only plans to purchase kiwi gold, but also leaves the supermarket with snacking tomatoes and a punnet of blueberries. Not only does this result in a bargain for the shopper, but also more conversion for the retailer.’
Securing future success through analysing recent developments
How do you keep staying relevant for shoppers in the future? ‘By continuously measuring the success of a product as a producer and/or supplier. And by not only including the current situation in your decision making, but also including recent developments and prognoses. Understanding the bigger picture allows you to make (smaller) adjustments when needed, so your product isn’t just successful today, but in the future too.’
Growers United continuously focuses on current needs and recent developments. Curious to know how we use this information in producing our successful fruit and vegetable products? Check the website of Growers United for more information or get in touch via marketing@growersunited.nl or +31 (0)174 238 000.