“I am a merchant and I have, therefore, my own philosophy about merchandising. That is: To do something that no one else is doing, and to be able to offer the customer a choice she doesn’t have at the moment.” Robert Wegman
As we enter 2013, take a moment to reflect on your food marketing efforts through all respective channels. Consider whether your company's efforts programs are difficult for competition to emulate. Here's a few world-class examples below of un-traditional retailing using the Blue Ocean Strategy described by W. Chan Kim & Renee Mauborgne have captured my attention. The idea of creating massive new marketplaces where you are alone for a period of time goes beyond traditional thinking into areas where your direct competition would find it easy to develop a competing solution quickly. Robert Wegman's quote goes on to say, the best retailers are doing something that's very difficult to copy. As a bit of inspiration let me share a few ideas that are outside the norm in respective markets. Perhaps one of your current channels to retail market is ripe for the next great idea to prosper in 2013.
Big Box: Food Retailing Online
Of all players, Walmart has jumped on the specialty / artisan food movement with their new Goodies.co website. But wait, not in-stores. In your mail box. Yes folks, Walmart has rolled out a beta subscription service to deliver a surprise box of gourmet food items to your doorstep. Shoppers are then encouraged by Walmart's "Tasting Lab" to rate the items in a social media setting. Regulars earn points towards free Goodies.
Video Food Marketing
Joyus a partner of foodzie.com is now offering high quality video "commercials" that are almost guaranteed to make you hungry. It's a fast paced pitch to try a new treat. Consider how you could market your product better using video. Listen to the unfolding descriptions of the product, and the "stories" about food that prospective customers can all most likely relate to. (i.e. Remember that feeling you have when you finish the last chip and realized you ate the entire bag?
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