Karen Buch, RDN, LDN
Interim Editor, RDBA Weekly
Young adults born between 1977 and 2000 are Millennials; also known as the ‘Me, Me, Me’ generation. These consumers are digital natives that are willing to engage deeply with brands that can capture and hold their attention. Achieving brand loyalty will be especially challenging among a group of consumers that are willing and able to take just a few minutes on their smart phones to scour the Internet to find the best possible prices. In the world of grocery retailing, this means finding other ways to build customer relationships and make lasting connections beyond ‘price and item.’
Retail Dietitians can contribute unique points of differentiation and value to attract and engage with this coveted group. Here’s one idea that you can further develop to make it your own.
Offer a recipe with a convenient in-store display of key ingredients
When it comes to recipes and meal planning, Millennials are more likely than previous generations to build their shopping trip around a particular recipe. They also tend to take a spontaneous, last-minute approach. According to research from the Food Marketing Institute, one-quarter of meals eaten by people 'in their 20’s' included items they bought the same day. Healthful meal solutions that can quickly be assembled for dinner the same night are particularly appealing to this group of shoppers.
You can try implementing this concept seasonally or make it an on-going program. To get started, consider starting with a pilot program to help you nail down the process and measure sales results against non-pilot stores. The following road map can help you get started.
Recipe Merchandising Pilot Program Roadmap