Keep up with Amazon
Sir, With the launch of Dash a few years ago, and now its API and integration on Amazon in a digital format, Amazon is striking at the inspiration point with precision (’Amazon creates Your Dash button, thegrocer.co.uk 23 January).
We’re already seeing price and brand sensitivity move down the consideration set with the use of Alexa and that’s not a coincidence. Amazon is launching own label brands at pace in a world where the label is, to some, becoming less important. Competing at a brand level when they are known for price-matching is why Amazon is set to challenge every retailer and brand where it hurts.
Amazon is changing how people shop and it is not going to stop the incremental improvements that advance all its products and services over time. Retailers must keep up.
Ben Stoney, digital development director
Sugar regulation dystopia
Sir, The unsustainability of a nation eating its way to ill health and premature death is a political issue. The reversal in attitudes towards sugar, which recognised it as the problem it is, and new government recommendations on maximum daily intake inspired me to write a futuristic thriller, which depicts the consequences of state regulation of sugar intake.
Given the immense strain on the NHS, are we so far from a future where obligatory internal monitors constantly monitor our food consumption, blood pressure and sugar levels, instruct us to perform exercise? And where failing to live healthily means no free healthcare, being treated as an outcast, and an ultimate destination of health farms for those who have fallen short? In 2078, Fitbits, Eatwell Guides and obesity plans may well have evolved that far, if people do not take an equal share in acting responsibly with unhealthy foods.
Florence Watson, author, 2078 Shadow of a Doubt
Food waste support
Sir, I am writing to pledge our support to The Grocer’s Waste Not Want Not Campaign. We provided a number of surplus haggis, neeps & tatties ready meals to FareShare’s Tayside & Fife regional centre this January, to support those who would otherwise have gone without a Burns Night supper.
We often support FareShare with cases of our surplus ready meals and pies, as we want to see our edible surplus food benefiting people in need, rather than going to waste. A cancelled order unfortunately meant we had a number of our meals left over so we were delighted to offer more than 400 Burns suppers to FareShare.
January is our busiest time of the year as we gear up for Burns Night with our supermarket brand, McIntosh of Strathmore. We shout a great deal about our Burns suppers being easy and accessible for everyone and, distributing them with FareShare has made this even more achievable.
Julie Nisbet, MD, Strathmore Foods
Adverts for the people
Sir, People-centric marketing is a tactic that is just beginning to emerge (’Dave’s new ad: hot or not?, thegrocer.co.uk, 9 January) but we will see a lot more of this year. Why is this happening?
In the online shopping age, customers can buy absolutely everything at the click of a button. They can get exactly what they want, exactly when and how they want it. It’s all extremely personalised. Because of this, all retailers both online and bricks and mortar, are increasingly having to create personalised experiences for their customers.
In our case, w We’ve taken this beyond marketing. When we redesigned the packaging for Booths’ new range of ready meals, we put the consumer right at the heart of the design. This trend is born out of an increasing expectation from shoppers that everything should be tailored to them personally. The Tesco campaign and our packaging redesign for Booths ready meals are early adopters. Both create a reason to believe and something very personal to get the customer interested in the product.
Putting people at the centre of a brand’s creativity aims to build a true emotional bond with consumers and we are going to see a lot more of it.
Richard Village, director, Smith & Village
No comments yet