TPN’s Digital Marketing and Commerce team keeps a constant eye on innovation to keep our agency and clients informed. In the latest installment, we dove into new functionalities of Pinterest and how these have helped the platform stay relevant. Watch the TECH DMC minute below.
The ways we eat meals continuously evolve as our lifestyles, social dynamics and workloads change. The frozen TV dinner changed the landscape of meals in the 1950s, streamlining meal prep with readily portioned trays that could be popped in the oven for easy weeknight meals. Tupperware enabled make-ahead meal prep possible, as well as proper storage of leftovers for reheating later. The mainstream introduction of the microwave in the 1980s, lead to more adaptations of ready-to-eat meals (and of course, the HotPocket).
Take out and delivery used to only be synonymous with pizza and Chinese food; fast food was burgers and fries (itself an evolution from street food vendors and bar food). Now we have apps that will coordinate pick up and delivery from just about any restaurant you could possibly want, at the touch of your finger tips; we gleefully hunt down specialty food trucks or trek down to the food truck lot, serving as our modern day, anywhere food court. Our busy schedules may not even lend themselves for meals, which has lead to a rise in snacking, a whole different conversation but one that I wanted to at least acknowledge.
So, while all this should beg the question Does anyone really cook anymore? Quite a contrary movement has taken place. Instead, there is appreciation for the home-cooked meal. The traditional route still involves grocery shopping for items needed for recipes, cooking the recipes at home; the routine is broken up by inspiration found on recipe sites, blogs, Pinterest and those droolworthy videos popping up in your feed that make all cooking look easy. According to Joe Scartz, TPN’s Managing Director of Digital Commerce and Integration, “Grocers have seen the trend move toward simple prepared meals now for years and they have tried to fight back with white label brands and grab and go meals.”
Retailers are also offering up opportunities to streamline the traditional process through omni-channel retailing of buy online, pick up in store: Walmart grocery is available in limited areas; CVS is testing CVS Express for a rollout later in 2016; Harris Teeter Express Lane has been around for awhile, also offering home delivery; Ahold’s Peapod is a online grocery service delivering orders and providing them for pickup; Amazon Prime Pantry is gaining speed as well, just to name a few. Inspiration becoming a final product precipitates social sharing of successes or pride in fails.
Meal delivery services, for those who can afford it, offer an alternate route with the modern convenience of having everything you need boxed up for you, ready to assemble/cook, so you can post it to your social media, aka humble brag “I made this.” What was once relegated to weight loss programs like Jenny Craig, these meal services now embolden people to be their own top chefs in the kitchen, with recipes that range from updated American traditions to ethnic fusions with unusual ingredients, previously found only in restaurants. The types of services available seem to only be limited by an entrepreneur’s imagination: local farm-to-table services, gluten-free services, food allergy services, high-end, unique services, etc.
A natural fit for its brand, Weight Watchers has partnered with meal service Chef’d to provide points-approved options that work well with their diet plan. Blue Apron has taken the lead of the services, with a somewhat customize-able recipe offering and subscriptions with meals for 2 and larger families as well; their price range is roughly $60 to $140 per week, depending on the number of meals delivered. Blue Apron also offers wine solutions as well, to partner with the meals. The convenience takes away all guess work and is winning with folks who alternatively, ate out or brought home meals on a regular basis.
We’re seeing how retailers are adapting to our ever changing foodie landscape, what can brands do to adapt? “Brands should be doing more to partner with the home delivery meal services if they want to attract this type of consumer. That being said, while consumers “barely” have to go to the store, 97ish% of all of grocery shopping is still done in-stores of various formats. It’s one of the slower ecommerce categories to catch on but that is changing, slowly,” says Scartz. To that point, “Brands need to worry less about the fresh food meal delivery service and need to worry more about being shut out of impulse purchase as grocery ecommerce does grow. For example, once a consumer creates a list for Amazon.com, they are apt to reorder the same products. Same goes for Instacart or Peapod or whatever. Brands need to market and merchandise on those platforms with an eye toward subscription, especially as omni-channel retailing becomes more the norm.”
Target is focusing on the online space more with a special focus on Pinterest. The Target in-house RAD (Rapid Accelerated Development) team has created the ‘Awesome Shop’ within the popular photo app. Still in beta, it allows the user to sort top-pinned items by certain preset categories as well as view the overall most most-pinned items in the online store.
Target saw a 70% increase in traffic from Pinterest in the six weeks after the Pinterest rolled out its Rich Pins feature. While the big-box retailer has still been putting a lot of energy into sprucing up its physical stores, which could mean that social media features that have recently graced stores like Nordstrom, such as items specifically marked as highly pinned, could be on their way.
As we enter the initial push for the holidays (just as we’re coming down from our Halloween sugar high), retailers are getting shoppers geared up for Black Friday even earlier this year thanks to Pinterest. Home Improvement retailer Lowes is teasing its Black Friday deals in October on a dedicated Black Friday board with silhouettes of the items that’ll be on special (See here). You don’t have to wait until Black Friday to find out what they are either. Shoppers can visit the board on November 4 for their big reveal (though as of Oct 31, some of the items were already being revealed), which gives them over 3 weeks to plan their shopping trips without waiting on circulars or emails (Lowes begins its Black Friday online Thanksgiving morning at 4am). Lowes is quite active on Pinterest, particularly targeting its inspired, DYI female shopper, and has over 3.5 million followers. This approach is already garnering buzz among the shopping and Black Friday deal websites.
Macy’s is another retailer teasing its Black Friday Deals on Pinterest (See here). Though not as secretive as Lowe’s approach, it’s more of a sneak preview of fun sales to come.
For most shoppers, Black Friday is all about the hunt and scoring some amazing deals. Websites like bfads.net and theblackfriday.com may not be mind blowing in terms of design, but they certainly garner traction with those shoppers wanting to be in the know about the sales as soon as possible. And as if there were any doubt, there is a Black Friday app, so cleverly called Black Friday App, that will let a user browse leaked and confirmed sales across major retailers as well as start a personal countdown clock to the big day. Yet with all this technology, retailers will still produce sales circulars because they know that for some shoppers, it’s not just about the sales and the hustle and bustle of the crowds, it’s about tradition. It’s about gathering around the circulars after an amazingly delicious Thanksgiving dinner to plan your route (or plan of attack) with your family/favorite shopper buddies to get the most out of your Black Friday.
So get ready–Black Friday is less than a month away!