Impact Group

Trends are the name of the game for much of retail merchandising. It’s certainly the case for grocery purchasing (just ask a CPG marketing agency). Trends that are picking up steam can draw mini-rushes of interest and purchases. But in some cases (seemingly overnight) all that stock that had just been flying off the shelves is now relegated to the discount rack. Then there are the products that prove to be steady trends, rather than fleeting fads. They’re the ones that peak, dip, and then plateau—but seldom disappear (like quinoa, smoothie-specific fixings, granola, goat cheese, etc.). This is one of the features that distinguishes a fad from a trend. So how can you know if a trending health product is a long-term draw worthy or early adoption, or a flash-in-the-pan fad destined to fizzle out? Consider the Sources and the Claims The general nutritional information provided by mainstream scientific authorities and organizations usually turns out to be accur...

First off, what are meal kits? As the name promises, meal kits are a collection of all of the ingredients you’ll need to create a specific meal—proportioned ingredients, spices and sauces, and step-by-step instructions—combined in a single kit. Meal kits are usually ordered online from companies such as HelloFresh and Blue Apron. They typically arrive once a week as a subscription service, have two or more servings per meal, and usually are designed to be completed within an hour or less. Who is Buying Meal Kits? Although the age, income level, and general situation of consumers buying meal kits vary considerably, they tend to be more popular with a younger demographic. Perhaps predictably, the specific younger demographic most likely to order and eat meal kits are urban, middle- to upper-middle-class millennials, with men being slightly more likely to use a meal kit service than women, according to a survey conducted for MONEY. Why Are They Buying Meal Kit...

According to George Ritzer, in his book Enchanting a Disenchanted World: Revolutionizing the Means of Consumption , “retailtainment” is defined as: “the use of sound, ambiance, emotion and activity to get customers interested in the merchandise and in the mood to buy.” Less clinically, it’s making the act of shopping an experience-driven undertaking, rather than a necessary chore. So far, retailtainment has largely been deployed in retail outfits such as Target, Barnes & Noble, Armani, Lululemon, and mega-malls like the Mall of America in Minnesota and the Mall of the Emirates in Dubai, to name a few. While some of these stores may sell grocery items, they don’t exclusively. It’s no surprise that retailtainment has become so popular that more than 75% of millennials report that they’d prefer to spend their money on a memorable experience or event than on a desirable item. Needless to say, the retailer who can leverage retailtainment to capture the attention ...

The eating and grocery shopping patterns of Americans are changing, directing many away from the center aisles in the store. Instead, people are shopping the perimeters for fresh and healthy foods. These behavioral changes have resulted in a stagnation of growth for center-aisle brands Luckily, there are workarounds to limit stagnation and fuel growth in the center aisle. Working with a CPG sales and marketing agency that offers deep expertise on center of store best practices can increase brand awareness and lead to success. The strategies that these agencies utilize to increase center aisle success include: Trackable in-store executions The key to driving sales is producing consistent insight into how your products are performing. This can be completed by using a variety of technological resources such as in-store surveys, handheld devices, and online portals that monitor brand performance.   Delivering consistency This requires a regu...

With the increased popularity of food delivery boxes and grocery pickup and delivery, getting consumers into the store and keeping them satisfied with their shopping experience is a necessity. This requires enhancing your store’s blueprint to create a connection that cannot be experienced elsewhere. Shopping locally is no longer the only or the most convenient option for a consumer. Because of this, you have to creatively encourage shoppers to come into your space and stay long enough to shop. Below you’ll find ideas that will help you do just that, for more intense scrutiny surrounding your brand and customer base, it would behoove you to investigate CPG marketing to drive ultimate growth. Customers who venture into a store are looking for something, and they either want the adventure of finding it to be magical, or as simple and easy as possible. The magical variety desire authentic interaction and a focus on experiences. They crave a sense of community, subversiv...