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Berry grower building loyalty from direct consumer insights
California Giant Berry Farms has been gaining consumer insights for several years as they continue to use a permission-based marketing approach through their website and email communication. With an established database, those insights are paying off for the company and their trading partners as the First quarter results for 2018 have just been released.
The California Giant marketing team uses each touchpoint with the consumer as an opportunity to gain information and build personas. The intelligence gained provides a chance for the company to communicate to their followers based on the personal preference and helps to build a stronger marketing program at the same time while sharing data with trading partners. Each follower in the California Giant database is tracked and questions are asked help to refine communication to ensure the shopper only receives information relevant to their preferences. “We love the fact that if a shopper says they prefer strawberries and gluten free recipes, our software allows us to easily program communication that sends gluten free strawberry recipes when we send custom emails” says Cindy Jewell, VP of Marketing. Additionally, those consumers are sharing information on their shopping habits, favorite retail stores and how they want to be communicated with in the future.
Data gathered shows 69% of California Giant shoppers buy their berries fresh at least once a week or every other week. Additionally, 33.7% of shoppers are purchasing other fresh produce when they’re shopping which is why California Giant collaborates with other fresh produce partners like Jazz apples, Duda Farms, and Oceanmist to encourage basket adjacent purchases.
When it comes to refining and building marketing communications, key consumer insights for the over 70,000 shoppers help with information like recipe development and eating occasion preferences. Data shows that most California Giant shoppers are looking for main entrée ideas, desserts and smoothie recipes for berries. When it comes to eating occasions, California Giant shoppers are focused on healthy eating recommendations in January, recipes for summer cookouts, and ideas for birthday parties and holiday celebrations. The company uses findings like this to share with retailers in cross merchandising throughout the year and with timely promotional opportunities. 48% of the California Giant Shoppers value promotions and sweepstakes during the key volume times periods for their berries.
The California Giant shopper is also very interested in getting information on the company’s food safety program and stories about farmers and their families. This data gathered helps the company to build their social media communications, featured video stories on California Giant farming partners and future blog and email marketing themes.
Many of the consumer insights gained are featured in the blog emailed to hundreds of trading partners in the California Giant database each week and updated research findings live on the company trade page: https://promos.calgiant.com/quarterly-shopper-insights
For more information:
California Giant Berry Farms
Tel: +1 (831) 728-1773
Publication date: 5/17/2018
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