The way consumers shop and interact with brands is changing. Mobile devices and smart speakers have made “going shopping” as antiquated as phone booths and CD players, because it’s now possible to shop anywhere at any time through a growing number of channels. At the same time, we know that shoppers are looking for more information about their food.
According to the 2018 Power of Meat Study, 83% of shoppers only purchase a few cuts of meat, but 42% would branch out with more cut knowledge. Shoppers often don’t have the patience to wait to talk to someone at the meat case, or don’t want to interact with a human at all, but they still want recipes and answers to questions about meat preparation and shelf life. The same study revealed the industry can drive demand, and sales, by teaming up to enhance shoppers’ meat knowledge. With more knowledge, shoppers purchase a greater variety of cuts and increase store loyalty, spending and trips.1
Where are shoppers looking for this information? In 2017, the average American adult spent 5.9 hours with digital media, with the majority of that spent on their mobile device.2 Additionally, ComScore predicts more than 50% of searches will be voice-based3 and Voicebot reports more than 40% of smart speaker users use them in the kitchen.4 Because of this, the Beef Checkoff has invested in developing something, or rather someone, who can educate and entertain shoppers on their favorite devices.
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