Authenticity key to reaching the “My” consumer

Over 200 top grocery retailers and manufacturers gathered to hear keynote speaker marketing guru, Tony Chapman, at the Grocery & Specialty Food West show in Vancouver on April 13.

Chapman spoke about what matters most to the “My” consumer.

Individuality, stories, authenticity, design, and purpose are some of the things that matter to this group.

“What the product says about me matters,” added Chapman. “My town, community, planet matters.”

Chapman talked about the differences between neighbourhood and chain stores.

Knowledge, he told the crowd of independent grocers, gives them power. He suggested giving customers tips and tricks, engaging them in meaningful demonstrations, such as store tours, and being transparent with food sources are just some examples of keeping customers coming back.

Chapman’s top tips for reaching My consumers were:

1. Artisan stories

2. Support local

3. Embrace global

4. On trend

5. Healthy Lifestyle

6. Save me time

7. Take me on an adventure

Download Tony Chapman’s Presentation here.

Next, the Super Retail Panel took place. Tom Barlow, president and CEO of the Canadian Federation of Independent Grocers (CFIG) led the discussion with the retailers specializing in fresh, health and wellness. Retailers on the panel were: Joe Longo, chief development officer, Longo’s, and chair of CFIG; Pete Luckett, Pete’s; and Craig Hermanson, of Pomme Natural Markets.

From the importance of staff training and retention, to lighting and keeping on top of produce/health trends, the retailers shared some of their best practices.