Madison, WI — The new report from IDDBA, Consumer Shopping Dynamics: The Decision Tree, finds that shoppers expect better information in the deli and bakery. Consumers today have nearly unlimited access to every kind of information. It is not surprising that they are looking for information in the deli and bakery as well. The full report is available at www.iddba.org.
Shoppers prefer to know everything—from ingredients to benefits, to nutritionals, to source and delivery information. Even though consumers may not actually read the presented information, they definitely want to know it is there if they choose to do so.
Retailer information should be considered a one-way conversation. Communications include in-store signage, email and online information, and sales flyers. Together they convey the store’s “face” or personality and leave an impression on customers.
Labeling is an important method of communication. From simple bin signage and organization to nutritional disclosure and ingredient lists, labeling plays a key role at all levels. Clear, easy-to-read and easy-to-understand information adds convenience to the shopping experience as well. For those shoppers with dietary restrictions, the nutritional and ingredient information becomes critical. Proof of freshness is something else shoppers look for. Including dates of production and expiration are particularly relevant to the deli and bakery departments.
Another way a store can provide information to the customer is simply by showing them. Visual proof that the store has proper procedures in place, and better yet, that these procedures are enforced, can be very reassuring. Show shoppers best practices in use, for example: staff baking onsite, staff wearing gloves, area appearing clean, etc. This will give customers confidence and trust in the store.
When a store doesn’t provide information, shoppers are quick to come up with their own ideas, which are often untrue. This can lead to aborted purchases and spreading these ideas to other shoppers. Providing good information through signage, labels and showing the shoppers that you follow proper procedures will help customers to make positive assumptions about the store and make them feel like they can make an informed purchase decision.
For more information on how delis and bakeries can provide information to shoppers see the full report. Consumer Shopping Dynamics: The Decision Tree is available for purchase at www.iddba.org or by calling 608-310-5000.
About IDDBA: IDDBA is a nonprofit membership organization serving the dairy, deli, bakery, cheese, and supermarket foodservice industries. Member companies enjoy many benefits and services including the annual seminar and expo, leading-edge research, training programs, management tools, and an annual trends report. For more information, contact IDDBA at 608.310.5000 or visit our Web site, www.iddba.org.
Source: The International Dairy•Deli•Bakery Association
