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The higher adoption of online shopping during the COVID-19 pandemic has naturally led to retooled strategies for capturing consumers’ breakfast dollars.
“We’ve created new subcategories in our taxonomy to make these items intuitive to find,” notes Scott Crawford, chief merchandising officer at Bronx, New York-based FreshDirect, which as a pure-play e-grocer, is somewhat ahead of the game in this area. “Email and social have also been scheduled to assist with the outreach.
“Additionally, we are leveraging our shoppable homepage to offer relevant content to our customers and highlight the breakfast solutions available on FreshDirect across all categories, from our in-house prepared foods, to frozen aisle breakfast items, to multiserve yogurts and traditional breakfast cereals,” he continues. “We are also creating themed content pieces to align with reopening of schools and offices via a unique ‘Back to Routine’ landing page, including a breakfast module.”