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 new research is available free to IDDBA members.
“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,” said Alan Hiebert, senior education coordinator, IDDBA. “Successful marketing and shopper engagement now requires food retailers to have a prominent and active online presence through a variety of channels.”