Dan Kopelow
Eric Johnson
Sabrina Fruehauf
*What is the customer of today looking for at the grocery store?
*Agenda
* Lessons from Class: Accepted industry practices
* Trends:
- from Organic to Local
- Recycling
- Customer Service
* Examples
* Implications for CatMan
* Accepted Industry Practices
* Assortment
* Ambience
* Price
* Trends (I)
* Organic
Produced without pesticides, hormones & antibiotics
U.S. "organic" sales have grown from $1 billion in 1990 to $26.7 billion in 2010
Mass market retailers sold 54% of all organic food in 2010
Organic food is the fastest growing sector of the American food marketplace (study in 2010)
* Trends (II)
* From Organic to Local
52% of consumers prefer locally produced over organic options
Organic fruit products declined 58% between 2008 and 2011
Organic vegetable products decreased by 77% between 2008 and 2011
* Trends (II)
* Local Customers want to know where
their food comes from
"Slow Food"
Customers value "one-to-one" relationship (<--> Jewels)
* Trends (III)
* The value of recycling
Consumer is becoming more environmentally conscious
The number of shoppers who would choose environmentally friendly packaging increased by 8% from 2010 to 2011
Many customers are willing to pay extra for sustainable factor
* Trends (IV)
* Customer Service - what still matters
Knowledgable, available and friendly staff
Good value and convenience
A fast finish
Consumer tolerance for "slip-ups"
* Examples – today’s consumer
* Stonyfield's consumers:
"Have you considered putting your products in glass?"
* Today's consumer checks if a product can be recycled prior to buying it
* Rethinking of utilizing rather than throwing out leftovers
* Examples – today’s
organization
* Patagonia's 1% program
* Tom's shoes One for One movement
* P&G Future Friendly
* Hasbro's sustainable packaging initiative
* Implications for CatMan
* Assortment
* Ambience
* Price
Thank you!