Marketing guru Tony Chapman to talk about the move from mass to my

Tony Chapman, known for his big ideas and making them work, will be a keynote speaker at Grocery & Specialty Food West. The Canadian Federation of Independent Grocers spoke with Chapman about the trend in the marketplace for artisan and craft brands, locally grown, unlocking the inner 'foodie’. His presentation will speak to how all of this plays to independent grocers’ ability to establish trust, build loyalty and move so much faster and more efficient than chains.

Why are consumers looking towards smaller grocery retailers, not at big box stores?

In my new keynote 'From Mass to My' I talk about three consumer insights.  The first is how the consumer is on the move from 'Mass' to 'My'.   The consumer is becoming increasingly disengaged from 'mass' one size fits all solutions to ones that enable 'my' and 'my' families’ life and livelihood.  Stores that offer solutions that enable me to unleash my inner foodie, chase my fountain of youth, stage an affordable family gathering, run faster, live healthier, feed my over programmed family on the go.  The second is 'less is more'.  They have less time, less money but want more life from life.  Price is important but to these consumers a well-stocked, operated and conveniently located grocery store is much easier than trying to navigate a Big Box footprint and parking lot.  The third is 'Locally Owned and Locally Grown', they want to buy beyond their immediate gratification and where possible help their local community and farmers.

In a highly competitive grocery market, how can independents compete effectively for a share of the grocery spend?

There has never been a more opportune time for David to battle Goliath.    Today's consumers like to buy from like-minded people.  They will support you providing you use your personality to your advantage.  Let your employees know that you are a neighbourhood store not a chain store.   Service your customers accordingly.  Realize that your primary competitor isn't just another grocery store but the fact that over one half of the meal occasions are now eaten out of home.   Be an expert on who shops in your store and use your speed to your advantage to test and experiment with your assortment, portion sizes and HMR Strategy. Your goal is to get the right customers to buy more and buy more often.

What’s driving the recent interest in specialty, artisan, and niche products?

There are two types of consumers.  The first is highly promiscuous and to them price matters above all. Their loyalty begins and ends with the deal.   If you target them exclusively you are in a race to zero, without an airbag.  With the second consumer group price matters, but it isn't their tiebreaker.  Some of these consumers are interested chasing their fountain of youth – and in doing so they want to eat healthier.  Some want to unleash their inner foodie and see cooking and meal preparation as an experience, not a chore.    Some look to food to run faster, be smarter, lower their cholesterol, manage their weight, or to be the magnet that pulls families and friends together for a gathering.  These are the consumers who are buying speciality, artisan and niche products.  They are the ones that buy beyond immediate gratification and are interested in locally grown, organic, and sustainability.

What do you feel will be a big trend in food this year?

The consumers’ disposable income will not keep pace with the inflation we are experiencing in the food supply chain.   With the drought in California, unpredictable weather patterns, and services like Alibaba which are connecting the emerging middle class of China directly with producers we can expect prices to continue to rise.  Consumers will have to find a way to stretch their food budget further.   The easy answer is for the consumer to shop the value segment.  However is I was an Independent Grocer I would make it one of my top priorities next year to provide ideas and solutions on how consumers can get a bigger bang from their buck from shopping from them.  Take for example, how to marinade a lower cut of meat and still provide a tasty meal, how to find protein from other sources, how to eliminate wasted food by using your blender etc.

Don’t miss Tony Chapman’s keynote at Grocery & Specialty Food West, April 13-14 in Vancouver.

Spaces limited in morning conference sessions. Monday dinner sold out.

Register here

 

Exhibitors: last minute offers available. Contact: Rolster Taylor, [email protected]; 1-800-661-2344