Strategies for success

Selling more chicken in the

digitally enabled marketplace

Bill Bishop

Chief Architect, Brick Meets Click

July 23, 2018

Putting this in context - #1

= an industry

wake up call

Putting this in context - #2

Ecommerce is

important but

> Don’t miss

what is below

the surface

Putting this in context - #3

Mass marketing

replaced by

targeting

specific

segments

Putting this in context - #4

Growing

importance of

food for now

vs.

food for later

Putting change in context - #5

Food service –

Competing for

each meal

What we’ll cover

1. What to watch in Ecommerce

2. Power of product content

3. Overview of digital marketing

4. Guidelines for marketing chicken

Consumers

continue to do

more grocery

spending

online

What to watch in Ecommerce

Growth driven

by those

already buying

online

What to watch in Ecommerce

What to watch in Ecommerce

Online grocery sales expected to climb steadily

Influencing Digital Sales >>>

Basic product content drives sales

73% of consumers cite detailed product content as a key factor when searching & selecting products online.

Source: UPS and ComScore study

Google case studies

show a 4%-13% lift in purchase conversionbased on having complete and accurate core product data.

Google Manufacturing Center Presentation, 2016

Influencing digital sales

Product sales conversion rates are

10+% higher when manufacturer content is present on retailer product detail pages.

Source: Profitero, 2018

Enhanced content created from basic contentInfluencing digital sales

Enhanced content drives sales

Comparing 8

weeks prior to 8

weeks after

enhanced content

was added to the

product*.* Source: Peapod sales data. Dec. 1, 2016 – Dec. 1 2017

Influencing digital sales

Source: Nielsen Product Insider, powered by Label Insight, xAOC 52 weeks ending 06/30/2018

Growth drivers within Chicken & Poultry

Influencing digital sales

What digital

marketing

looks like

Source:

Hyper-targeted digital advertisingInfluencing Digital Shoppers

How digital marketing compares

Influencing Digital Shoppers

Wegmans - websiteInfluencing Digital Shoppers – Retail example

-

Meijer - weekly digital ad

Influencing Digital Shoppers – Retailer example

H-E-B - videos and YouTube channel

Influencing Digital Shoppers –Retailer example

Publix - website and mobile appInfluencing Digital Shoppers –Retailer example

Festival

Foods -

“The Insider”

via the

website

Influencing Digital Shoppers – Retailer example

Raley’s weekly ad links directly to the ecartInfluencing Digital Shoppers – Retailer example

Guidelines for marketing chicken

1. Focus on core

customers

(80/20)

2. Know the complimentary products

Making recipes

Building meals

Guidelines for marketing chicken

3. Track what’s trending on social media

Guidelines for marketing chicken

Guidelines for marketing chicken

4. Partner with the retailer to

get your spot on the table

Thank you!