instore - March/April 2014 - (Page 26)

grab-and-go growing grab-and-go growing by Bob Sims T he grab-and-go customer wants quick and easy service. Trying to find options and wandering around aimlessly, looking for an employee to help find what they're looking for ensures the chances of them coming back will be slim. Consumers want it now. They see time as a commodity and don't want to waste it. Digital delivers instant gratification, and physical products and services can strive to do the same for impatient consumers. Shortcuts win favor by delivering instant results and time savings. Consumers perceive products in terms of speed, suggesting that brands might cover different time points as well as traditional price points. American's today work harder and longer than they ever have. This coupled with kids, household chores and long commutes make for less time to sit down and have a regular meal, especially while on the go. According to Mintel's Inspire Database, Americans in particular are putting in more time in the office, averaging 43.5 hours a week compared to 39.2 in 1988, according to 2010 figures from the Bureau of Labor Statistics. Catering to the busy lifestyle of today makes grab-and-go customers feel at ease in your store, and they'll then feel more comfortable about coming back the next time they're in need of something quick and easy. 26 * MAR + APR 2014 * instore The grab-and-go consumer The consumer looking for fast and easy meal options in the supermarket has changed in the past few years. What used to be an occasional trip for the regular supermarket customer looking for something quick in specific circumstances has become a shopper segment in and of itself. "They have become more abundant," says Tony Byington, assistant vice president of bakery operations for HyVee. "They expect bakery products to be a much better quality than commercial," he adds. The grab-and-go shopper, while sometimes just the regular customer but in a hurry, differentiate themselves from traditional shoppers. "They are in a bigger hurry, they are frustrated by having to wait for full service, they usually know what they want ahead of time and they purchase less impulsively," Byington says. Keeping these things in mind allows department managers good insight when it comes to the grab-and-go customer. "[Consumers] expect bakery products to be a much better quality than commercial." Tony Byington, assistant vice president of bakery operations for HyVee

Table of Contents for the Digital Edition of instore - March/April 2014

Instore - March/April 2014
Editor's Note - The Thanksgiving Issue
What's in store for Nov. + Dec.
Table of Contents
News - Industry Mourns Loss of Carol Christison
On Our Radar
Trending - Muffins
Trending - Deli Prepared Foods
Regulation - Nutrition Labels
Proposed changes at a glance
Consider Whole Grains
Grab-and-go Growing
The Flavors of a Diverse America
Promoting Value
Connecting to Communities
All You Need is Cheese
Embracing Hispanic Trends
Product Trends - First to Market
Product Showcase/Ad Index
Next Up - Christmas and New Year's

instore - March/April 2014