The pivot effect & why every retailer needs to be nimble

Sponsored by FreshRealm

There’s no doubt that the Covid-19 pandemic was a catalyst for so much unforeseen change. But as consumers and retailers fully emerge, the art of the pivot isn’t going away - in fact, it’s what might give grocers an edge.

“Right Here, Right Now” Mentality

At the Groceryshop conference in late September, the term nimble was buzzing. That’s because there’s a demand for rapid change due to consumers’ preference to “shop the aisles” through omni-channels - especially as these savvy shoppers spend up to 20% more than their brick-and-mortar counterparts (according to Symphony RetailAI). And the expectations around convenience and ease have never been higher. But that’s only half of the story - while the “right here, right now” mentality has dominated the consumer mindset, there’s also an increasing desire for personalization.

Personalization, Please

The dichotomy between convenience and personalization couldn’t be greater, but grocers (like so many CPG brands of today) are challenged with delivering both to cater to a younger demographic whose shopping habits - and expectations - in the grocery store have changed. Today, it’s about providing offerings that feel curated, fresh and personalized to the flavors and cuisines people love - in fact half of all Gen Z consumers look to brands that offer personalization (according to InSights Consulting). And, it’s no more apparent than in the fresh prepared food section of the grocery store.

The Art of the Pivot

Today, FreshRealm is working with grocers nationwide on a nimble strategy for fresh meals. As a company that’s built on supply chain and operational excellence, they are versed on the art of the pivot - working to create fresh ready-to-eat, ready-to-heat and meal kits for every occasion that meet the diverse needs of retailers’ consumer base. Learn more at https://freshrealm.com/.