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Agricultural News

Certified Angus Beef Insider Melissa Brewer Looks at the Evolution of How Consumers Now Buy Beef

Tue, 20 Feb 2018 14:40:48 CST

Certified Angus Beef Insider Melissa Brewer Looks at the Evolution of How Consumers Now Buy Beef Shop, click, buy. The progression of online shopping has evolved into a mainstay that looks like it’s changing the way we grocery shop - including the way we buy beef.

“So, you’re hearing a lot of buzz today around the Amazon Primes and Amazon Fresh, more specifically,” said Melissa Brewer, director of communications for Certified Angus Beef. “Looking at some of the meal kits and Hello Fresh and Blue Apron and others that are delivering foods right there at home. So, it’s really a landscape that’s continuing to change and evolve, and so, right now, we have been continuing to look at what is happening in that landscape and where fresh meat fits in within that portfolio.”

To watch a video clip featuring Brewer explain why today’s consumer may buy beef a bit differently than generations before, click or tap the PLAYBOX in the window, below.

Does today’s consumer want beef delivered to their door? Not quite yet, according to the data.

“The reality is that recent Gallup surveys showed that 84 percent of consumers still haven’t purchased groceries online. And when you think about that, you’re hearing a lot of buzz, but the reality is, they’re still not willing to go there for their groceries,” Brewer said. “Then when you look on further down into that basket, they’re certainly not willing, yet, to put their dollars towards fresh meats, fresh produce, because they still want to be able to go into the store, be able to touch, to feel, to see the freshness of that product. And so, it’s an interesting landscape right now from that standpoint knowing that consumers are absolutely interested in, are ever-more connected to their mobile devices and being able to make those transactions right online, but we still need to see how it’s going to play out when it comes to, you know, the meat case and being able to take those fresh products home.”

While today’s beef consumer still wants to pick out their own roast, they enjoy using digital aids to make shopping as quick and easy as possible.

“We also see a lot of our retail partners, the Certified Angus Beef brand retail partners, that are looking at how they continue to provide that convenience to their shoppers,” she explained. “And so you see a lot of those that are doing the Click, Load, & Go’s or you know, you can have all your products listed out and send that in, and then you just, you know, drive by the curb and pick it up on your way home, or some of them are even delivering out to their shoppers, so they’re continuing to look at this space and figure out how they can blend all of that together to make sure that they’re meeting their shoppers that are increasingly busy.”

The shift in buying requires consumers to depend on their trust in brands, relying on familiar sources when selecting products online instead of in person. The Certified Angus Beef brand is working to build that digital relationship.

“We have several different ways that we’re trying to engage our consumers. Going more directly to consumers with resources that allow them to have the confidence in the kitchen. When we look at providing apps like the Roast Perfect app, a tool that you put in how much beef you need to purchase or how many people you want to serve, and it calculates what roast you should be looking at, and does all the hard work for you,” concluded Brewer. “So, you put that into your mobile device, you go home and voila--you have that perfect roast for your family for a holiday or any other day of the week. And honestly, just giving them some of that confidence. We also look at making sure that we’re providing products that allow for convenience because we’re seeing that our consumer today is more time-crunched than ever, so they need more solutions. They love that great center-of-the-plate give me a great steak, but continually looking at how can we have, you know, ingredients, with proteins being an ingredient they’re taking home and putting in dishes. You know, allowing them to have a little bit more experimentation at home and inspiration as well, so some pretty exciting things as we look at that digital landscape and how we can really continue to engage them with great resources and give them the confidence with the meat in their kitchen.”

Source - Certified Angus Beef



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