Is the Vegan to be jolly?
In this edition of our Winning Christmas Blog series, we show you how utilising the latest variable print and digital direct marketing technology will ensure your Vegan and Vegetarians customers see green (not red!) this Christmas.
If I asked you to name the list of staples you would expect to see on any Christmas food advert or marketing communication – I would wager that list includes Turkey, 'Pigs in Blankets'? Maybe a Ham, or Gammon?
Whilst many of us will be tucking into these come December 25th, by taking a one-size fits all approach this Christmas, food retailers run the risk of alienating a large and growing segment of their customer base – those with plant-based diets.
The UK market for meat-free foods was shown to be worth £572m in 2017, according to market researchers Mintel, up from £539m just two years earlier.
According to a study conducted by comparethemarket.com, 3.5 million people (7% of the population) in Great Britain now identify as Vegan, and that figure continues to rise.
With improving targeting, relevancy and levels of personalisation at the top of many marketers 'to do' lists – there is no excuse for not tailoring communication to such a huge segment of the population.
FULLY VARIABLE DIGITAL PRINT: SHOW THEM YOU VALUE THEM, WITH A VEG VERSION
Sending an innovative, beautifully designed direct mail piece with relevant products and an enticing offer is a sure-fire way to drive traffic to your website or store this Christmas.
Sending your Vegan and Vegetarian Customers the mail equivalent of a 'Farmyard House of Horrors' is most certainly not.
Why not create an artwork version solely targeted at Vegans and Vegetarians? Using our digital print capability, you can print and finish it in the same production run as your other versions.
Going a step further, you can exploit your transactional data to vary each individual mailing in that segment, so that you are offering your Vegan customers the exact products they have shown a propensity to purchase.
Utilising digital print will allow you to increase the relevancy of your communication, make customers feel valued and ultimately deliver increased Return On Investment from your Christmas campaigns.
RECOGNISE YOUR CUSTOMER'S DIETARY CHOICES TO MAKE THEM FEEL MORE VALUED
Being considerate to your customers' dietary choices and or requirement should not just apply to Christmas time but it's definitely something to bring with you with the New Year.
Many customers adopt specific diets, due to allergies and other health reasons, weight loss and training regimes, religious beliefs and ethics.
If you are able to capture this information through interactions with customers throughout the buying journey, it can be utilised to drive variable communication.
Data analytics and predictive modelling can also identify patterns in purchase behaviour, based on past purchases and geodemographic characteristics and will allow to target your communications very efficiently and overall improving the use of your resources.
Through analytics, you could identify a 'junk-food loving' customer who has ditched their sugary and fatty favourites, and started buying only healthy food and drink.
Your next offer could centre on healthy recipes and allow them to add all items from the recipe to their basket.
Be the reason they stick to their goal, not break it.
Your customer will feel more valued and get the sense you understand them!
VARIABILITY WILL IMPROVE RESULTS IN ALL SECTORS – NOT JUST FOOD RETAILING!
Utilising digital print to target your customers more effectively will deliver increased ROI in any sector.
Recognise their uniqueness through your data and send them only the information they want and need – you will cut through the clutter of your competition and be perceived as a brand that understands and values their needs.