Social media’s effect on the world has spread to better for you shopping. According to Deloitte’s American Pantry Study, consumers consider themselves to be: Better prepared: 90% of shoppers know what they’re buying before they arrive at a store; Smarter: 75% assert that that they are smarter shoppers than they were a year ago; and More precise: 86% believe they are getting more precise in what they buy.
“With the proliferation of online shopping, smartphones and social networking, it’s vital that consumer product companies consider the use of highly targeted pre-store shopper engagement programs, which could include constant communication through new technology mediums,” asserts Pat Conroy, Deloitte’s consumer products sector leader. Food marketers should act on this and create campaigns and messages that inform consumers before they reach the store and not rely on shopper marketing programs and flashy packaging. That’s where a fully integrated PR plan comes in.