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Friday, 17 February 2017

Food brands: instant sales boost with consumer feedback — a CX guru tells you how





As a global growth hacker for over seven years, I know that consistently achieving major new growth requires a holistic approach to the marketing, sales and business practices of a company.

I’m always looking for new insights, so I am very pleased when I encounter professionals like Jaakko Männistö, a customer experience (CX) guru from Scandinavia.

I have published several of his insightful articles. Today we’re talking about how food brands can use feedback to instantly boost their sales.



YOU SAY THAT THERE IS A WAY FOR FOOD BRANDS TO GENERATE IMMEDIATE SALES WHENEVER AND WHEREVER THEY LIKE—AT A LOW COST—THROUGH CUSTOMER FEEDBACK?
Yes, that is exactly what I am saying. Every customer who gives feedback will receive a pre-set upsell offer, an offer that can be changed at any time based on the kind of customer you’re dealing with.

The upsell offer will be automatically adjusted depending
on what kind of feedback the customer has given.


ADJUSTED HOW?

If the customer’s feedback is negative, he gets a compensation type of upsell offer, letting him know that the company is trying to make up for the problem.

If his feedback is positive, he gets an upsell offer encouraging him to buy a more expensive food product that he would likely be interested.

We also help our food-brand clients to send email marketing messages to buyers of their food products. Our clients know exactly which food products the consumer has bought and where the consumer is located.

They’re building a precise marketing database about these customers.


HOW CAN YOU COLLECT SUCH A MARKETING DATABASE FOR FOOD BRANDS?
By making our feedback request hard to miss. The request is visible on the packaging or labels of our clients’ food products.

To respond, all the customer needs to do is use the web browser on their mobile phone. The customer doesn’t need to download or install or send anything in order to give feedback.

So, we make it as easy as possible.

We get a lot of feedback because each response from the customer gives him another chance to win the latest iPhone in our monthly random drawing. Consumers love these contests and they like to get paid for their efforts. Just the chance to win something super-cool like an iPhone feels like payment enough to them.

Naturally, consumers need to provide us with their email address so that if they win an iPhone, we will be able to notify them. They are happy to give us that information.

And because of our random-drawing contest, we get a lot more responses to our feedback requests than the average customer-experience company. Including from people who usually don’t bother giving any feedback.

So, it’s not just very angry or very happy people who are responding.

It’s the whole range of customers. Our client gets a much more complete picture of who their customers are, and can make more informed business decisions.


AREN’T THE GROCERY STORES KEEPING FOOD BRANDS AWAY FROM CONSUMERS?
They are trying to. On the other hand, though, grocery stores are also urging food companies to spend on marketing to increase the sales of their food products. Sales per square foot is very important to grocery stores.

If they’re going to give you premium space in their store, they want you to be promoting your food brands so that those brands stay competitive.

If your product doesn’t sell well, it gets kicked off the shelves.

Unfortunately, the most cost-effective and powerful method of marketing—a very precise email marketing—is usually not possible in this case, because grocery stores do not allow food companies to collect the emails of store consumers.

Other marketing solutions are very expensive. Or usually they are, anyway—unless the food brand is one of our clients.

Let me just add that grocery stores really love the instant upsell
that our food-brand clients can now provide.


SO, BESIDES THE INSTANT UPSELL OFFER, CAN YOU OFFER THE POSSIBILITY OF EMAILING CONSUMERS?
NOT THAT ANYONE ENJOYS GETTING “JUNK” EMAIL...
You’re right—up to a point. Everybody is indeed annoyed to receive email marketing messages—unless those messages are appropriately targeted. What we collect for our food-brand clients are very precise and localized email marketing database.

Say you are an Italian food-product brand, and you know that a consumer bought your dry pasta and liked it. You also know that your local reseller has your new pesto sauce in stock, and that this sauce would go great with that dry pasta.

So why not email this consumer about the new pesto sauce
and how well it goes with the dry pasta?

I’d be happy to receive an email marketing message like that—something relevant to my interests that I might be happy to learn about.


WHY IS CUSTOMER EXPERIENCE SO IMPORTANT FOR FOOD BRANDS?
The customer’s perception of how you treat him and how he experiences your good or service always been important. But it’s especially important to pay attention to customer experience in a world that changes so rapidly and in which markets are so competitive.

The experience you offer to your end customer is really the only way to keep him loyal to your brand and keep your competitive edge. A high-quality customer experience is a great way to maintain long-term relationships with your customers and pump up your sales.

Your customers want to buy more and they do buy more.


WHY WOULD A FOOD BRAND INSERT CUSTOMER-EXPERIENCE ENGAGEMENT POINTS IN THE LABELS OR PACKAGING OF THEIR FOOD PRODUCTS?

First of all, there is only one way to bloom in business over the long haul—by having lots of happy customers. It is the only way. And the only way to create happy customers is to know how they feel about your food products.

Then you can solve problems that you may have missed and work
to make improvements that consumers are telling you they want.


Second, having your own targeted marketing database is extremely important. It is worth more than precious metals, because you can keep on making more sales from that database. And this is exactly the kind of invaluable resource that we are creating for our food-brand clients:

a highly-targeted marketing database that incorporates what you
have learned about the experiences of your ultimate customers.


Third, there’s the instant sales boost you can get thanks to automatically adjustable upsell offers for each good.
So, what you get from customer engagement points is at least three big benefits:
  1. customer feedback that helps you improve your business,
  2. a well-targeted customer database, and
  3. immediate new upsell income.



BUT HOW DO YOU REACH THE CONSUMERS AND MEASURE THE CUSTOMER EXPERIENCE?
We do it with software. You can use our cloud-based software to measure the experience of the customer and then upsell instantly to that same customer. This is software that can be implemented practically everywhere, easily.

What we’re able to do is interact with your customer at any point along his journey, whether he on the web or in a brick-and-mortar store. We can reach your customer through his smartphone or through a storefront kiosk to create the same kind of upsell.

With one pasta and dry-food manufacturer, we worked with, this meant bringing our customer-feedback tool to the product packaging, which enabled us to create an advanced marketing database of thousands of consumers within several weeks.


BUT CAN´T FOOD BRANDS DO THIS KIND OF THING ANYWAY, RIGHT NOW, USING THE MARKETING TOOLS THEY ALREADY HAVE?
Short answer: no. Most companies lack a very precise marketing database.

So, there’s no targeting.

They’re just offering the same generic offers to everyone.

Many missed opportunities.

It’s crazy, but it’s also understandable.

What we do is measure the customer experience and then we communicate with the consumer using what we have just learned. We tailor our response, and this gives us a much better chance of connecting with a particular customer and getting information and upsell.

Companies often can’t do this by themselves.

They’re specializing in what they offer for sale, and of course they have to specialize. 

We also specialize. We can’t make your widgets, but we can help you sell your widgets and keep your customers loyal.


I AM PRETTY SURE THAT MOST OF MY FOOD-BRAND CLIENTS WOULD BE INTERESTED IN TRYING YOUR SERVICES.
SO, WHAT DO THEY DO NOW?
What they do now is just click here to book a free teleconference with us, and we’ll get the ball rolling. Also, for the first 30 days they can try our service for free to increase their sales.

So, they can see the concrete results before making any commitment.


SOUNDS GOOD. THANK YOU FOR YOUR TIME.


I’m sure we’ll be hearing more from Mr. Jaakko Männistö and Feedbackly.com!