Page 47 - MENU Magazine - Sept/Oct 2017

FRESH
Demand Delivery: Your Consumer Expects It
PEPSICO'S NANCY ROONEY ON DRIVING LOYALTY AS THE PATH-TO-PURCHASE SHIFTS
BY NANCY ROONEY
Demand delivery is in the midst of a revolution.
A ripple went through the food industry in early June when Amazon—
the world's most successful online retailer—announced its purchase of Whole Foods. The strategic t between these brands and the business model makes total sense and this move is sending a message to the industry to sharpen their strategic knives and get in the demand delivery game. As with any revolution, some will perish and others will seize the opportunity to thrive.
Here are a few ways to fall into the latter camp.
BETTER BRAND EXPERIENCE
WILL DRIVE UNPARALLELED LOYALTY
Demand delivery presents a new opportunity
to deliver a better brand experience and, with the right strategic partner, drive unparalleled loyalty. Walk in the shoes of your consumer. The majority of purchase decisions are now made via digital platforms, not through retail yers
or value meals. Online purchases are growing exponentially and there are scores of partners o ering faster, better and more customized services that can be delivered by a driver,
a robot or a drone. Within minutes? Yes, please. The shape of demand is rapidly changing.
BRICKS AND MORTAR CREATE WALLS BETWEEN YOU AND YOUR CONSUMER
Many marketers remain rooted in traditional models: a brick-and-mortar mindset, using innovation and value as their primary growth levers. The challenge here is that in an industry that has consolidated, growth is slow, price is the focus and there is a power shift between brand and retailer partnerships. Your consumer’s needs can get buried under the rubble. Depending on if your future partner
is clicks or bricks, you may nd yourself on the other side of the wall and ultimately not owning your relationship with the consumer.
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SEPTEMBER / OCTOBER 2017 MENU 47