IDDBA Releases Original Research Report on Digital Intermediaries

The International Dairy-Deli-Bakery Association (IDDBA) and RetailNet Group have released new, original research that details the growing role of digital intermediaries in the retail food setting—such as Yelp, RetailMeNot, Postmates, and Facebook—in connecting with today’s shoppers to increase sales and store visits. 

Digital Intermediaries & Their Impact on the Retail Value Chain, an IDDBA-commissioned report prepared by RetailNet Group, examines the many channels retailers can utilize to engage consumers and boost their online awareness and reach. It explores the top 10 global intermediary classes, how they can impact retailers’ demand generation strategy, and how to best utilize these services to attract and retain shoppers. The research also outlines the pros and cons of digital intermediaries on consumer shopping behavior, retailers and manufacturers, and deli, dairy, and bakery categories.

“The days of traditional print, television, and radio advertising and marketing as the most effective way for reaching shoppers is becoming a thing of the past,” says Alan Hiebert, senior education coordinator at IDDBA.  “Successful marketing and shopper engagement now requires food retailers to have a prominent and active online presence through a variety of channels.”   

The research is available free to IDDBA members.

Digital Intermediaries & Their Impact on the Retail Value Chain is the latest member research report developed by IDDBA. Other recent research includes: Profile Optimization, Posting Frequency, & Measuring Success; How to Create Good Content; Reputation Management Matters; Focus on Allergens: A Matter of Trust; Snacking Opportunities: Building Better Snacks; Culinary Concierge: Engaging Millennials Through Meals; Online Grocery Business Models: Click & Collect and Drive; and Digital Merchandising for Deli and Bakery. IDDBA members have online access to all association research.