Progressive Grocer

JUN 2016

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Retail Foodservice: Failing your Key Shoppers Tyson Foods' research 1,2 identified two main segments of prepared foods customers: "Balancer Parents" shop once or twice a week looking for a quick, nutritious meal for their family while "Impromptu Diners" are more frequent and impulsive prepared foods shoppers. When asked about their experiences when purchasing prepared chicken products, they reported numerous failures. According to Eric LeBlanc, director of marketing for deli and bakery at Tyson Foods, Inc. — "These two segments represent our most loyal customers, yet more than half are experiencing problems with staff, product or general department issues. If Balancer Parents don't like what they see in the prepared foods section, they'll walk away. When they're unhappy, Impromptu Diners may change their shopping behavior altogether." Course Corrections What happens when your most frequent shoppers experience failures? In cases of staffing issues, nearly half of Impromptu Diners were likely to register a complaint with store management and 60% said they'd stop shopping for prepared foods at that store for at least some period of time, as compared to 45% of Balancer Parents. LeBlanc suggests: " Both groups are looking for healthy, convenient, and kid-friendly prepared food products. To circumvent problems, prepared foods managers need to ensure stock is fresh at peak times and ready for grab-and-go customers; staff is knowledgeable about the products they offer; and that a variety of options are always available." The Ripple Effect These two groups are already frequent shoppers but they're generally not always satisfied with their prepared foods experience. Negative issues might even drive them to shop your competition. 60% 45% 38% Balancer Parents General Population Impromptu Diners Impromptu Diners and Balancer Parents are much more likely to stop shopping when they encounter staffing issues:

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