California Giant Berry Farms Reveals Direct Consumer Insights
- by Jessica Donnel
WATSONVILLE, CA - Now several years into its permission-based consumer insight program, California Giant is once again seeing its marketing approach pay off in spades. The first quarter 2018 results are in, and the data shows that its over 70,000 consumers are continuing to show their appreciation for all things berries.
California Giant’s consumer insight program is all about building “personas.” The company’s marketing team uses each touchpoint with the consumer as an opportunity to gain information, which then provides a chance for California Giant to communicate based on personal preferences, according to a press release. Each follower in the California Giant database is tracked, and questions asked help to refine communication to ensure the shopper only receives information relevant to their preferences. All in all, this helps to build a stronger marketing program that can then be shared with trading partners.
“We love the fact that if a shopper says they prefer strawberries and gluten free recipes, our software allows us to easily program communication that sends gluten free strawberry recipes when we send custom emails” says Cindy Jewell, VP of Marketing.
The following are just a few insights that California Giant garnered during the first quarter of 2018:
Collaborations With Produce Partners
69 percent of California Giant shoppers buy their berries fresh at least once a week or every other week, and 33.7 percent of shoppers are purchasing other fresh produce when they’re shopping. This is why California Giant collaborates with other fresh produce partners like Jazz apples, Duda Farms, and Ocean Mist to encourage basket adjacent purchases.
Promotions and Sweepstakes
48 percent of the California Giant Shoppers value promotions and sweepstakes during the key volume times periods for their berries. The company uses findings like this to share with retailers in cross-merchandising throughout the year and with timely promotional opportunities.
Recipes and Eating Ideas
Data shows that most California Giant shoppers are looking for main entrée ideas, desserts, and smoothie recipes for berries. When it comes to eating occasions, California Giant shoppers are focused on healthy eating recommendations in January, recipes for summer cookouts, and ideas for birthday parties and holiday celebrations.
Food Safety and Farmers’ Stories
The California Giant shopper is also very interested in getting information on the company’s food safety program and stories about farmers and their families. This data gathered helps the company to build their social media communications, featured video stories on California Giant farming partners, and future blog and email marketing themes.
California Giant has made many of its consumer insights available in the blog it emails to hundreds of trading partners in the California Giant database each week. Updated research findings live on the company trade page: https://promos.calgiant.com/quarterly-shopper-insights.