The food industry marketing changes the social networks … – EntornoInteligente

The food industry marketing changes the social networks to approach the consumer / Information .com / 31% of the directors of Spanish companies in the food industry has highlighted the importance of betting on social networks, as considered as the most important means of communication with the consumer, as it is clear from the report “Challenges and prospects of food and beverage industry in Spain ‘, prepared by KPMG in collaboration with the Spanish Federation of Food and Drink Industries (IFLA).

In particular, social networks and marketing beyond the point of sale (chosen by 30%) and promotional activities via traditional media like television or the press (20%).

The report highlights the progress of digitization in today’s society, which is generating a major transformation in the process of decision making by customers, as the new environment allows them to be permanently connected and access to information they need.

The head of consumption and distribution of KPMG in Spain, Carlos Peregrina, stressed that “digitization is one of the biggest challenges that the food and beverage industry faces.”

“It is an aspect that is transforming the market and joins the goals of internationalization and efficiency. Both new sales channels, such as payments, movements in social networks and any other related to the world Internet should be part of strategic decisions by companies in the sector “, he underlined.

As for the factors that will shape the evolution of consumer behavior in the coming years, 28 % indicates that the most determinant will be the price of products, followed by 26% who said that will trade ‘online’, the same percentage that the proximity of the shops (26%).

Specifically on trade ‘online’ positive shopping experience on the Internet will be the most relevant for its further development in the sector, as stated by 49% of survey participants factor.

Also considered determinant for the development of this sales channel that suits logistics customer needs, consider one in three respondents. The development of new mobile applications (10%), collective initiatives in collaboration with other companies, the direct channel ‘online’ manufacturers and the means of payment are also other relevant factors cited for the development of online trade in the sector.

However, the report notes that in the short term the most immediate challenge is the ability to maintain margins, according to 42% of managers, ahead of operational improvements and cost reduction of structure (31%).

Looking ahead, the most important levers for the growth of business activity are business profitability (25%) and internationalization (21%).

Information Information .com

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