How to prepare for chicken retail’s digital revolution

Consumers want the flexibility to make purchases anytime, anywhere.

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Advances in e-commerce and other digital tools is rewiring how consumers engage with chicken brands in retail, resulting in new business models, commerce ecosystems and channels that connect shoppers with products.

“Retail is in the middle of this structural shift that’s really redefining how the retail industry functions. This also means that what it takes to win in the future is changing as well,” Mark Strobel, senior research manager, Euromonitor International, said.

“For those in the retail industry, as well as brands and manufacturers, staying relevant has never been harder than it is today.”

Strobel will discuss how the surge in e-commerce is causing a permanent shift in chicken retail, creating both new challenges as well as new opportunities for retailers and chicken brands alike at the 2023 Chicken Marketing Summit will be held at Hotel Effie Sandestin in Miramar Beach, Florida on Monday, July 31 – Wednesday, August 2, 2023.

Registration is now open with early savings available.

Developing an omnichannel strategy

The digital revolution was already happening prior to COVID-19 but saw major growth during the pandemic as homebound consumers experimented with online grocery shopping. These behaviors have stuck around even as pandemic era precautions have disappeared for most shoppers.

It may sound like an oxymoron, but one of the best ways to be prepared for e-commerce in chicken retail is to think about being agile. As important as ecommerce is, most consumers value flexibility.

“Consumers want to be able to shop anywhere, anytime,” Strobel explained.

This means that consumers want retailers to offer options that meet the consumer where they are – shopping in person, shopping online with curbside pickup, shopping online with delivery. Keep in mind that how a consumer shops one day could change the next.

Regardless of how or where a consumer shops, it’s important that chicken brands explore digital branding and e-commerce.

“Consumers are more and more digital savvy and they’re going to judge companies and brands based on their digital progress,” he said.

Attend the 2023 Chicken Marketing Summit

The 2023 Chicken Marketing Summit will be held at Hotel Effie Sandestin in Miramar Beach, Florida on Monday, July 31 – Wednesday, August 2, 2023. Serving a unique cross section of the chicken supply chain, Chicken Marketing Summit explores issues and trends in food marketing and consumer chicken consumption patterns and purchasing behavior.

Registration is now open with early savings available.

For more information and to attend, visit: www.wattglobalmedia.com/chickenmarketingsummit/.

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