Karen Nardozza, President and CEO of Moxxy Marketing, Shares Seasonal Marketing Insights
MIAMI, FL - Summer is in full swing here in the States, and after over a year of social distancing, consumers are hankering to explore once more. As we continue to safely reopen, new activities and occasions are there for the taking. To best capture those moments both in and out of the store, Moxxy Marketing’s President and CEO Karen Nardozza participated in the Produce Marketing Association (PMA)’s webinar last month, titled Retail with the Experts: Occasion Marketing and Season Merchandising – Identifying New Opportunities.
“From grilling, snacking, and summer cocktails/mocktails, to holidays, to the limited nature of peach, mango, cantaloupe, or Vidalia® onion seasons, we have a myriad of opportunities to market fresh products around occasions,” said Nardozza. “We can inspire consumer excitement and purchase behavior around not just growing seasons, but also around other eating and entertainment occasions, and brands can create innovative marketing programs both in-store and online to influence consumers.”
Joining an all-star list of industry leaders, Nordozza shared her insights on the top occasion marketing opportunities suppliers and retailers can leverage to best maximize sales and consumption of fresh produce. Included in the panel were Anne Marie Roerink (210 Analytics), Alyson Dias (California Table Grape Commission), Adam Brady (Shuman Farms), and Vic Savanellox (SpartanNash). The panel was led by PMA Moderator Joe Watson.
“The number one thing to consider is to provide inspiration and make it easy for consumers to enjoy your products,” said Nardozza. “There is so much fatigue in today’s fast-paced lifestyle, so be sure to prioritize cooperation between retailers, suppliers, and growers to create holistic meal solutions, recipes, and co-promotions.”
According to the release, the panel covered how marketing opportunities tied to occasions in a retail environment are an expanding opportunity, especially with consumers accelerating their purchase decisions related to health and wellness. Recently, Moxxy and Category Partners conducted a survey that focused on the changing shifts of consumer shopping behavior, partly brought on by the pandemic and crucial for our agile, ever-shifting retail world.
Shopping is very much a visual experience for consumers, and visual elements and engagement remain a key focus when creating seasonal marketing strategies. The survey found the look of produce items both online and in-store is a major factor in sparking a purchase. Overall, 27 percent of consumers cited in-store displays and recipes as a primary idea driver, while 16 percent of consumers cited online recipes and photos as a primary idea driver, noted the release.
Consumers are taking advantage of the summer season, and the recent findings illuminate the importance of research to drive sales and strengthen retailer relationships. Shopper habits and category performance are invaluable factors to take into consideration, and they will help take products to the next level and sell on shelves.
AndNowUKnow will keep an eye on the fresh produce industry for the latest trends and findings to promote fresh consumption, so keep checking back.