Report: A Comprehensive Approach to Earning Shopper Loyalty Can Boost Sales
Shopper loyalty is the best way for food retailers to gain an advantage over digital retailers and other competitors. To achieve this, it is critical for retailers to take a next generation approach to shopper loyalty and view it in 3D: loyalty as a strategy, loyalty as an outcome of daily decisions and loyalty as a program.
According to a newly released report from the Food Marketing Institute and Precima, titled “Next Generation Loyalty: Get It Right In Food Retail Part 2: Loyalty In 3D,” food retailers have the ability compete successfully and sustainably in today’s highly competitive market by understanding and consistently satisfying shopper needs better than the competition. But retailers need to realize that they can’t assume that their current customers will remain loyal – they need to consistently earn the loyalty of their shoppers by aligning their resources and decisions with customer needs.
“Food retailers need to reboot the way they think about loyalty, taking advantage of the latest tools to truly engage shoppers and earn their loyalty across all customer touchpoints and not merely through a loyalty program,” explains Graeme McVie, Chief Business Development Officer at Precima. “They need to align their strategic, tactical and operational decisions across merchandising, marketing, store operations and supplier collaboration so a clear and consistent message is sent to the market that the retailer is working hard to earn the shopper’s loyalty.”
The report, the second of two on the topic, provides a framework and roadmap for how food retailers can successfully approach Loyalty in 3D and take their efforts to earn customer loyalty to the next level. The intangible benefits from a comprehensive approach that includes all of these elements include the advantages of having a very loyal customer base and a purpose driven workforce that is energized and committed to delivering a higher level of value to customers. This one-two combination is difficult for any competitor to replicate or steal and provides an almost unassailable competitive advantage.
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From a tangible perspective, next generation loyalty enables retailers to grow their number of valuable shoppers, sales per shopper and lifetime value per shopper. It allows the retailer to do this in the most cost-effective and lowest risk way by understanding and satisfying customer needs better than the competition. By way of a bottom line example, the report shows that for a $2B retailer with a gross margin of 25 percent, this equates to $70M per year of incremental sales and $30M per year of incremental gross profit.
“With the intangible and tangible benefits that are possible from taking a shopper-centric approach, it is surely time for retailers to embrace next generation loyalty. As one of our member CEOs told us, ‘if you don’t like change, you’re going to like irrelevance a lot less,’” says Pat Walsh, Senior Vice President for Industry elations at FMI.r
The report, which is based on survey of more than 3,000 shoppers and 200 retailers, provides guidelines for how retailers should implement a next generation approach to loyalty. Central to the suggested approach is a “crawl, walk, jog, run” strategy to capture then retain the attention of the customer and build momentum at the company and with its trading partners.
Booming Craft Spirit Industry, Changing Consumer Tastes Drive Growth for Top Note Tonic
According to Mary Pellettieri, co-Founder of Top Note Tonic, there’s a significant gap in the craft mixer market that her company is ready to fill. She points to a May 2018 report from Morgan Stanley that identifies the U.S. tonic market as half the size of the UK market but with nine times the craft spirit producers.
“The American market is underserved. It needs a homegrown, independent mixer brand to pair with the tremendous growth of the craft spirits industry. Plus, there hasn’t been innovation in the mixer beverage category in more than 50 years,” says Pellettieri. “Top Note mixers are fresh, playful and encourage experimentation. I crafted them for mixability, drinkabilty, quality and versatility to elevate the modern cocktail experience.”
In 2014, believing that beverage mixers needed a craft brewer’s touch for innovation and flavor balance, Pellettieri and her partner, Noah Swanson, teamed up to launch Top Note.
Pellettieri is a 20-year craft beer veteran with a degree in botany who spent eight years at Goose Island and helped launch many of the brewery’s highly regarded labels, including Matilda, Sofie and 312.
She applied her experience and knowledge to create Top Note mixers, which have a unique set of flavors and formats that have broad appeal in the cocktail space.
“Today’s cocktail consumers are seeking modern flavors, healthier options and less fuss in beverage mixers,” explain Pellettieri. “They want to make drinks that sing and we deliver that with our mixers.”
Fundable.com Equity Round
This summer, Top Note is launching a $1 million round of equity investing on Fundable.com. The funds will support a build out of its sales and marketing team and pipeline new products.
Top Note has previously raised more than $500,000 from a friends and family round. The company is now seeking an equity partner to grow into larger grocery channels.
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Top Note Products & Awards
The Top Note line features sparkling Indian Tonic Water, Bitter Lemon Tonic and Ginger Beer. Last year, Top Note’s Indian Tonic Water won a coveted sofi™ Award from the Specialty Food Association as “best new cocktail mixer in the U.S.”
Indian Tonic Water showcases Pellettieri’s innovative approach to ingredients since it’s the only craft mixer to combine bitters and quinine.
This fall, Top Note is introducing two additional flavors – Grapefruit and Classic Tonic. The company is also debuting 750 ml bottles to better serve holiday gatherings and parties.
Market Penetration
In 2017, Top Note successfully entered the Chicago market and is now featured at trend-leading bars and restaurant groups throughout the city, including The Whistler, Frontera (Rick Bayless Restaurants), Soho House, One Off Hospitality and a number of others.
Top Note is also on shelf at Fresh Thyme, Home Goods and Whole Foods regionally, as well as independent and specialty grocery stores and retailers throughout the Midwest.
In 2019, Top Note plans to increase its presence in Minnesota and push east into the Mid-Atlantic since it’s an active and experimental cocktail market.
Indulgent Ice Creams Sport Sophisticated Flavors
By Lorrie Baumann
Sophisticated flavors, clean labels and high-quality ingredients are persuading Millennial foodies that ice cream isn’t a pleasure they need to leave behind with their childhoods. At this year’s International Dairy Foods Association’s annual Innovative Ice Cream Flavor Competition in Fort Myers, Florida, it was fun and fruity flavors that took top prizes.
Signature RESERVE Brazilian Guava Cheesecake Ice Cream, entered by Albertsons Companies; Spicy Mango Raspberry Fiesta Ice Cream, submitted by SensoryEffects Flavor Systems; and the Pomegranate and Sweet Potato Medley Bar, submitted by Perry’s Ice Cream Company, Inc. were named the most innovative ice cream products at the competition. The competition, held each year during IDFA’s Ice Cream Technology Conference, showcases the creativity of U.S. ice cream makers and flavorings suppliers and captures upcoming flavor trends in the ice cream and frozen dessert industry.
“Fruit was the name of the game in this year’s contest, and contestants showed off their expert ability to pair fresh, tropical fruits with almost anything, including spices, vegetables and decadent deserts,” said Cary Frye, IDFA Senior Vice President of Regulatory Affairs. “Ice creams featuring cookie doughs and butters, as well as salty nuts, were also highly favored flavors in this year’s lineup.”
The Albertsons Companies entry earned first place in the most innovative ice cream flavor category. It is a sweet-and-sour, super-premium cheesecake ice cream balanced with ribbons of tart guava puree and contains bites of cheesecake crust pieces. Spicy Mango Raspberry Fiesta Ice Cream was named the most innovative prototype flavor. It is a mango and red-pepper ice cream with a sweet swirl of raspberry. Perry’s Ice Cream’s Sweet Potato Medley Bar took top honors in the most innovative novelty category. It’s a frozen dessert bar made with real fruit and vegetable juice.
This year’s conference set records for number of entries in the competition, as well as attendance. More than 160 ice cream industry professionals attended the event, where they tasted, judged and selected the winners from a record total of 40 flavor entries.
The best ice cream tasted by this year’s sofi™ Award judges was Humphry Slocombe‘s Black Sesame. It’s one of a dizzying array of flavors offered by San Francisco, California, entrepreneurs Jake Godby and Sean Vahey, co-Founders of Humphry Slocombe. Godby, a pastry chef by training, is also the company’s Chef, while Vahey, who has a background in food and beverage management, also serves as its Marketing Director.
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The packaging for Humphry Slocombe’s retail pints includes a little of Godby and Vahey’s story, and there’s a quote on every carton. “It’s about staying true to ourselves….You’re still getting that experience. It doesn’t get lost in translation,” Vahey says. “Of course it’s super fun to come into our store, but we want you to have that when you pick up a pint of our ice cream too. At the end of the day, it’s about the ice cream. It’s a unique high quality ice cream that we want you to remember.”
The Black Sesame flavor that won this year’s gold sofi Award includes toasted black sesame seeds with sesame oil added to amp up the flavor even more. The rest of the current lineup includes flavors like POG Sorbet, which combines passion fruit, orange and guava in a nondairy sorbet; Matchadoodle, an ice cream made with green tea from Kyoto and snickerdoodle cookies made in-house; Blueberry Boy Bait, which offers brown sugar streusel stirred into a blueberry ice cream and Dirty Chai, a chai ice cream with espresso in it. The adult-oriented flavors were Godby’s idea, Vahey says. “We didn’t necessarily pigeonhole it as ice cream for adults,” he said. “We just happen to have adult tastes.”
That same combination of adult tastes and training as a pastry chef informs the ice cream sandwiches made by Too Cool Chix. The New York City-based company is led by CEO Sharon Monahan and her co-Founder Michele Elmer, a pastry chef trained by the Culinary Institute of America. “She really has pulled from the flavors she discovered being a chef,” Monahan said. The Beauty Bar, one of her company’s flagship products, is made from a lavender ice cream and lemon cookies. “It’s definitely a customer favorite,” Monahan said. I Dream In Chocolate depends on chocolate from Hispaniola in an indulgent small-batch chocolate ice cream paired with a dark chocolate cookie.
The entire line is built on high-quality ingredients, all natural and locally sourced, with organic ingredients used when possible. The ice cream is made with locally sourced milk, cream and cage free eggs – no gums are added; it’s stabilized with egg yolks. The lavender and vanilla are organic, and the cocoa is fair trade. “The clean label thing was there from the beginning,” Monahan said. “We took a look at what’s in a lot of other ice cream brands and said we’d like to see what we can do with cleaner ingredients. Our sandwiches have one tenth the amount of sugar as some of the other leading brands and one fourth of the sodium, so you really taste the flavors instead of just the sugar.”
Tea-rrific! Ice Cream, which won the bronze sofi Award in this year’s competition, also emphasizes a clean ingredient deck in its super-premium ice creams infused with freshly brewed loose leaf and herbal teas. Masala Chai, the flavor that won this year’s sofi Award, is made from a freshly brewed blend of Assam black tea, rooibos herbal tea, cardamom, ginger, clove, and several other spices and peppercorns. The chai is then added to a sweet cream base along with an extra helping of Tea-rrific!’s own mix of spices for good measure and balance.
In 2015, the company’s Chamomile flavor was a finalist in the sofi competition. For this flavor, Tea-Riffic! brews Egyptian chamomile flowers, which offer notes of apple and honey. The floral notes of this caffeine-free herbal tea, which is known for its soothing effects, combine perfectly with a luscious sweet cream base to create the flavor that won over the judges. “We are very excited to be once again recognized by the sofi judges,” said Souvannee Leite, CEO and co-Founder of Tea-rrific! Ice Cream, “It is truly wonderful when those who see and sample the best of the best on a regular basis choose your product as one that stands out among our many worthy peers.”