Trends to Watch in 2015
As an extension of our clients’ team, it is imperative that we stay on the pulse with constant trends within the marketplace. We recognise that currently accountability, measurability and the critical setting of Key Performance Indicators are all key factors affecting the out of home industry. But there are even more significant changes that can’t go un-noticed.
The most interesting shift in the dynamic of the out of home market of recent – and its impact on the communications environment is the emergence of a third way, where consumers are increasingly seeing food to go available in non-traditional ‘foodservice’ outlets.
The likes of Forecourts and convenience stores now are grabbing part of the on-the-go food market, particularly around the breakfast and lunch occasions. This is convenient for consumers, but traditional operators need to ensure they keep an eye on their local competition so they don’t lose out. As such, many cash & carry outlets are seeing a huge increase in the volumes they sell into catering outlets as the channel begins to gain parity with their familiar retail customer base.
Many of our clients have seen this shift fundamentally alter the way their sales teams interact with these customers – existing understanding of convenience and impulse isn’t enough anymore. Clients have looked to us to help boost understanding of the out of home element in this channel, and help them to work in more effective partnerships with their wholesale customers. As the channel continues to evolve, we will continue to adapt and take our clients with us on that journey.