Shopping insights: consumers buy yogurt at the big boxes, milk at dollar stores
More than 80% of shoppers visit three or more channels, says IRI.
Food marketers, including dairy processors, must adopt “a strong multichannel relevance, including a strong and seamless digital presence, or they will undoubtedly become obsolete,” said Susan Viamari, editor, Thought Leadership, IRI. Chicago-based IRI analyzes markets and shoppers.
“To ensure growth, marketers must execute well against four key strategies: protect and grow the base; maintain solid availability against existing and evolving channel preferences and behaviors; optimize marketing mix by media and retail channel; and develop channel-specific products and packages,” Viamari said.