Food For Thought - RMD Blog

Best strategies for food manufacturers looking to succeed in e-commerce

Best strategies for food manufacturers looking to succeed in e-commerce

We’re always proud when industry publications approach us for our leadership thoughts regarding the food industry. It’s our passion to help our clients grow with new and creative ideas that generate sales of their product. Food Industry Executive Magazine looked to Donn Ditzhazy, Managing Partner of creative, for his input on the ever-growing e-commerce marketplace.

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1. What are the best strategies for food manufacturers looking to succeed in the growing e-commerce market?

Regardless of how exemplary your e-commerce store is, it will likely go nowhere without a strategic marketing plan behind it. Fuel your online store by first outlining how you will promote your products, whether across your social media platforms with photography, digital artwork, and video, on a blog on your website, through e-marketing or with pay per click buys and ad word searches.

After you’ve begun a conversation with consumers who are interested in your e-commerce store, keep them engaged with e-marketing. This is one of the best ways to influence shoppers with news or product offers. With the tools you need to drive awareness to your store, ensure that your entire process, from cart to checkout is seamless. To do so, consistently test your site to check that it is secure, intuitive and quick to use. This also means utilizing the power of mobile.

2. What tools and technologies are most helpful?

Tapping into your website’s analytics is the most powerful tool you can use to continue growing your e-commerce business. They can pinpoint the moment in a consumer’s buying process when he or she abandoned your site. Their journey through your products pages, to the cart and to the check-out process tells a story about where they may have lost interest or been deterred in any way.

Re-marketing can help you to reach back out to these consumers with a quick email reminding them to complete their order, further increasing your chances of completing a sale that otherwise might be lost.

Website analytics can also drive repeat purchases. Put featured products or suggested products in front of consumers who have shown interest through a similar purchase, offer exclusive promotions or deliver important updates. By sending reminders to your shoppers to purchase their favorite products time after time-based off of their already-established history, you can ultimately simplify the entire user experience. Website analytics give you the power to deliver just what your shoppers want, sometimes before they know exactly how to search for it.

3. What research and resources are most important to cite?

The best way to succeed in the e-commerce market is to rely on an advertising agency. With the tools necessary to think intelligently and strategically for your business, the right team can help you to work with efficiency. A capably integrated agency will be able to strategically use SEO keywords and phrases, help to create effective deals and promotions and make the user experience a pleasant one, all while organizing your e-marketing community to keep shoppers coming back for more.


Donn’s passion for food began while growing up in the culturally diverse city of Detroit. Experiencing the wonderful flavors of the city taught him that there’s more to life than the same old same old. Today, Donn takes that same approach with the creative direction of the agency.

RMD Advertising at The Fancy Food Show

RMD Advertising at The Fancy Food Show

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While most are blogging about the trends that grazed this year’s Winter Fancy Foods Show in San Francisco, we want to dig a little deeper. Why did those trends make it to the aisles of this food fest, where some of the industry’s most innovative brands make their voices heard?

With more than 1,500 exhibitors from around the world showcasing 80,000 different specialty food and beverages, there were plenty of items for the Specialty Food Association’s Trendspotter Panel to recognize. Take a look at not only what will drive consumers’ purchasing behavior in 2016, but also the “why” behind it.

Making the unfamiliar familiar. Bringing the flavors of the Middle East or Italy home will turn mainstream this year. From chicken nuggets spiced with Indian seasonings to caramels laced with coconut, Americans are bringing ethnic flavors home.

A whopping forty percent of today’s top food trend setters, millennials like to try new kinds of ethnic cuisines and “anything new and different,” compared to 34 percent and 32 percent respectively of Gen X and Boomers combined. Making the unfamiliar familiar is now as easy as tossing Tandoori spices on their favorite foods!

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Packing in the protein. Protein has never been more popular. Cricket flour, hemp and plant-based protein all make this nutrient much more obtainable. “Enticed by the promise that it can help you lose weight, get stronger and avoid age-related muscle loss, some 71 percent of consumers say they want more of it in their diets,” notes The Washington Post.

While other diet fads are centered around avoidance and restraint, focusing on protein gives consumers a way to think differently about how to evolve their diets to be healthier.

Roots make a move. Beets, like the ones by Love Beets, are making a comeback and as one of this year’s healthiest vegetables, it has turned into a must-have ingredient. Found as the natural coloring in foods with a bright purple hue and diced, sliced and shredded into meaty plant-based options, they’re versatile! “What seems to have really sparked the beet renaissance is the health-related research on beetroot,” says nutritionist Janet Helm.

Why? Transparency has made consumers ultra-aware of what they are feeding themselves and their families. Turning the spotlight on nature’s bounty is a great way to capture their attention!

We’re loving this year’s biggest food trends as both foodies and as food marketers. So, how will you make the most of them in 2016? Share your faves with us and join the conversation on Facebook or Twitter!

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