Finding a balance between competing consumer demands can be a challenge to poultry retailers looking forward toward a digital future.
For example, when it comes to delivery, digital consumers must choose between operational and environmental costs and the choice to save money at time.
“Beyond the operational costs, some consumers are becoming concerned about how this impacts the environment and, as such, are rethinking their purchasing decisions,” Michelle Evans, global lead, retail and digital consumer, Euromonitor International explained during Commerce 2040: The future of the store in a digital world.
This isn’t the only time where consumer demands conflict with each other, especially when it comes to ecommerce. They must also balance consumerism vs. minimalism, exclusivity vs. accessibility, personalization vs. privacy and more.
“How these competing faces take shape and where specific countries, consumers and companies land on this continuum will reshape the industry for years to come,” she added.
Comfort level with new technologies
Consumers have become increasingly comfortable with the involvement of new technologies during the retail experience. However, it largely depends on the application and the level of intrusiveness.
While only one-third of global consumers are currently comfortable with the idea of a robot chef preparing their entire meal, 41% indicated they were okay with robots acting as a guide toward certain products in a store aisle.
However, “when consumers were asked whether they’d prefer to speak to a human or a bot with customer service questions, they still preferred humans by twice as often,” Evans said.
Personalization vs. privacy
Digital-forward consumers are twice as likely to prefer personalization over other shoppers. Although they are concerned with the amount of personal data a company may have, they also believe that companies should provide more value for this data.
“To cultivate these experiences, consumers must surrender ever-more of their personal data,” said Evans. “Companies are responding by appearing to align their brand more as more privacy-conscious or actually launching privacy-oriented products themselves.”
Attend the 2022 Chicken Marketing Summit
The 2022 Chicken Marketing Summit will be held at Chateau Elan in Braselton, Georgia on July 25-27. 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.
This year’s theme for the Chicken Marketing Summit is “Accelerating your digital connection with consumers.”
For more information and to attend, visit: www.wattglobalmedia.com/chickenmarketingsummit/.
