November 25, 2011

Customers, Consumers, and Shoppers: Who Needs What?

Building a food business will require you support and meet the needs of multiple constituencies, entities, and organizations on the road to your products success. You must build into your product the needed attributes demanded by customers, shoppers, and consumers. Although similar, they will demand very different things from your food company.

This quick overview provides insight into customer, shopper, and consumer needs.

Customer – purchases something. We can trace it’s origin to the late 14th century when the term was used in relations to a ‘customs official.’ A term used for trade and distribution, someone who you have dealings with like a shop, retailer, or distributor.

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Needs:

· Buyer “How are you going to make us successful, action market plan?”

· Case Shipping Information and Specs

· Terms

· Programs

· Pricing

· Order Information

Video: Distributor Success with Tim Forrest

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Shopper – visits at retail, in-store, or online. A shopper might purchase an item for the family and not consume the product.

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Needs:

· Sample

· Nutrition Facts Panel

· Preparation Ideas

· Signage

· Display

· Marketing: Pre-Visit Shopper Engagement

Consumer – the person that finds utility or ‘consumes’ the product or service.

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Needs:

· Convenience

· Taste

· Lifestyle

· Utility

· Nutrition

Consider the needs of each layer in your product planning and prepare for success.  

 
Since 1987 Tim Forrest has served the food industry and the world’s largest food brands. Sign-up for Tim's insights, upcoming videos, and free reports.
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