Opportunity knocks in digital technology for in-store delis, bakeries

The International Dairy-Deli-Bakery Association (IDDBA), Madison, Wis., said retailers could embrace digital technology for the in-store bakery and deli to attract and retain shoppers. The research, published in IDDBA's "Digital Merchandising for Deli and Bakery" report, was performed in conjunction with retail technology consultancy firm Brick Meets Click, Barrington, Ill.

Among the report’s findings, IDDBA said, are four opportunity areas that represent key paths to purchase:

• Moving shoppers toward a purchase decision before they come to the store.
• Promoting additional purchases with new digital devices that make ordering and purchasing faster and easier.
• Making it easier for shoppers to purchase products by aligning with click & collect, local delivery services, or self-service dispensers.
• Encouraging shopper feedback and conversation to increase engagement and boost return trips.

“Technology continues to create new opportunities for food retailers and manufacturers to engage and connect with today’s shoppers,” said Alan Hiebert, senior education coordinator, IDDBA. “Our latest research provides industry professionals with the information they need to successfully implement marketing and sales processes in the various channels their shopper base frequents.”

The report examines the growing relevance of digital shopper omnichannels and explores ways in-store deli and bakery departments can embrace online technology to attract and retain shoppers and grow sales. The free report is available to both IDDBA members and nonmembers.

For more information, visit www.iddba.org.