- Category: July 2014 - Marketing Analytics
The biggest gastronomic event in Singapore is back again. Each year, over a million food lovers, and over a hundred establishments blend together to create one of the best platforms for the Food and Beverage (F&B) industry in Singapore.
The sheer scale of this event is a blessing for retailers who can leverage technology to better engage this captive audience. Here are some pointers on how to do just that!
Cross selling – strike while the soup is hot
Singapore is the food capital of Asia, and for a good reason. Approximately 14% of all tourist expenses are bagged by the F&B sector. Food Festivals are like strong magnets to wandering tourists, and more tourists would mean more shopping.
A random increase in footfalls can be harnessed to maximize retail up-swing by adopting marketing tactics such as instant customer engagement at the point of sale. Quick thinking on the feet to promote cross-selling and up-selling is required, as customers will often be floating visitors, and retailers will not have time to engage them through traditional CRM tactics such as sending out relevant offers. Instead, looking at hot selling events and giving out impromptu flash deals could be the salesman’s savior tactic!
Social Media – the new ingredient to be added in good measure
The food industry is not new to the surge in social media acceptance, but this is as good an opportunity as any to optimize on the drive to build up social visibility. Retailers should utilize this major event and look at ways to enhance customer engagement, sales and social acceptability.
For example, adopting innovative tactics such as online contests on Facebook wherein food-oholics can enter their choices for a chance to win a crash course in food business or be featured in the cookbook magazine, can help build up consumer appetite. Brand building can also be done by exploiting social commerce to accept pre-orders of kitchen electric brands, food products, kitchen apparel etc.
SMS and Direct E-Mailers – Retain the zing of retail marketing
The key ingredients that traditionally help in optimizing the value of a brand’s marketing efforts are SMS and direct mail offers. Retailers should start running promotional campaigns much before the actual events. After all, the early bird gets the worm (or sushi, in this case). Use the appropriate marketing channel to send out deals and offers, and finally, woo in-store customers by giving vouchers that can be cashed during the event dates and days. Ensuring that the offers are precise and targeted will help in the broad goal of boosting baseline revenues.
Customer Engagement – adding the final touch
Loyal customers are any brand’s best ambassadors. To better engage with their customers, and increase their brand’s relevance, retailers can implement strategies during big events such as the Singapore Food Festival by giving out free tickets to meets with celebrity chefs etc. Also, adopting specific strategies such as getting extensive reviews and feedback from the people attending and sponsoring the events will help refocus on customer needs and customer happiness; which will in turn help retailers to focus on designing personalized deals and offers, long after the last man has had his fill at the 2014 Singapore Food Festival.
About the Author:
Anant Choubey is responsible for sales and marketing in the APAC region at Capillary Technologies and currently manages the firm’s business across South East Asia. His prime focus is to strategize and expand Capillary in burgeoning market in South East Asia. He has donned many hats in Capillary over the years, from operations to client servicing to business development and has been instrumental in setting up Capillary’s India business, before moving to Singapore to establish and manage South East Asia market.