Supermarket Perimeter - April 2022 - 46

Produce: Branded
" The ability to showcase key messaging around sustainability
attributes, unique product characteristics or simply the use of great
imagery are all advantages in storytelling to the online shopper. "
First impressions
Revol Greens optimizes its online shopping experience for consumers
by ensuring it has amazing product imagery and a detailed product
description.
But those aspects fall into the " table stakes " category, so high has the
bar been raised online, Thompson. Building from that base, Thompson
said, Revol Greens is committed to figuring out how to better reach
potential consumers through shopper marketing campaigns.
" That's critical to our program's success. "
The proof is in the numbers: online sales for Revol Greens have
grown at a higher rate than its brick-and-mortar sales, Thompson said.
That strong online performance will soon lead to announcements
that Revol Greens is partnering with key retailers to offer its products to
consumers and meet them where they are shopping - from providing
access to sustainable lettuces at local grocery stores to supplying
product in bulk at club warehouses, Thompson said.
Trust is key in buying produce online, Goldfield said, and brands like
Dole have been able to own that trust after delivering positive, quality
product experiences for generations.
In fact, he added, brand equity may be even more important in
the digital space where shoppers can't rely on traditional means of
decision-making, product inspection and confirmation of quality.
" Retailers are realizing this as a key advantage of established brands,
and Dole is stepping up to work with its partners online to increase
46 - APRIL 2022
shopper relevancy and digital targeting, " he said. " Dole leverages its
brand power for online shoppers in all areas of produce, but especially
in packaged salads. "
Since some of Dole's retail partners lack the space to display the
brand's entire salad line, Dole relies on online marketing and promotion
to communicate new product launches and the full breadth of its salad
kit product roster, Goldfield said.
Dole has increased its focus on retailer digital and e-commerce
marketing with relevant offers, inspiration and recipes throughout the
online shopping experience.
The company often adds a digital element to in-store shopping with
QR codes on collateral such as banana stickers, pineapple tags and
salad packaging that bring shoppers to Dole.com to learn more about
produce, promos, nutrition, recipes and more.
Using tools like Instacart as a vehicle to assist in launching new Dole
products has gained significant online traction with customers, Goldfield
said. Dole has increased its partnerships with Instacart and other retailers
in recent years to support the introduction of new product lines and
extensions, with most enjoying a track record of success.
Dole also has had great success with third-party partnerships and
co-promotions in the digital space. The online healthy living campaigns
the company has implemented as part of its multiyear nutritional
collaboration with The Walt Disney Company has helped it broaden its
reach to many more groups of fresh produce lovers.
Past campaigns have been themed to Disney's Beauty and Beast,
Disney & Pixar's Incredibles 2, Marvel Studios' Captain Marvel, Disney's
Frozen 2 and a " Fruit & Vegetables Don't Have to be Scary " initiative
themed to Disney & Pixar's Monsters, Inc., among others.
supermarketperimeter.com
A strong brand
message, working
in tandem with clear
callouts on attributes,
is a winning message
for Revol Greens and
other shippers.
REVOL GREENS
http://www.supermarketperimeter.com
Supermarket Perimeter - April 2022

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