Need help with a product launch in the U.S.A.?

Retail scene going through profound changes, shoppers will pick the winners

Posted in Articles, Press Releases

It is the shoppers who will pick the winners during this particularly chaotic time for the nation’s food retailers. With many options before them, consumers have a plethora of choices before them, including Amazon’s attempt to completely change the landscape. Like most wars, the key is in preparation, said Steven Muro, president of Fusion Marketing, who was the keynote speaker at a recent Fresh Produce & Floral Council Southern California luncheon. Quoting an ancient Chinese military strategist, Muro told the FPFC members, “Every battle is won before it is fought.” Click here to read...

Read More »

Consumers’ Willingness To Purchase Groceries Online Is Shifting

Posted in Fusion News, Press Releases

Fusion Marketing’s Research Indicates a Positive Shift in Consumer Acceptance LOS ANGELES (August 5, 2014) – The resistance to shopping for groceries online is fading. The online grocery business is expected to become a $9.5 billion industry by 2017. In fact, Fusion Marketing’s ConsumerInsights™ research indicates a 200 percent change in consumers’ willingness to try purchasing groceries online in just the last year. Moreover, shoppers are using all devices to place the order including smartphones, desktops, laptops and tablets. Consumers are moving beyond searching for information to actually making grocery and produce purchases. Additionally, consumers are more open to receiving text messages and personalized ads from grocery retailers tailored to their shopping patterns. The same research conducted a year ago indicated that only four percent of consumers were purchasing groceries online and they were not interested in receiving text messages from grocery stores regarding promotions or special pricing for fresh fruits and vegetables. Consumers’ acceptance of online grocery shopping is shifting. In just the last year, shoppers were concerned about the food quality and receiving refunds for damaged or spoiled products, especially fresh produce. Today, Fusion’s research suggests that consumers’ concerns about freshness from online retailers are dissipating. This is due to their positive delivery experience along with the convenience and pricing of buying online. “We are witnessing consumer perception change from being reluctant to buy to testing the waters and making purchases,” explains Steven Muro, president and founder of Fusion Marketing. “Consumers typically aren’t spending a lot online overall. Our research conducted in 2013 and 2014 indicates that a larger percentage of consumers have made a produce purchase, but many spent under $25.00 per shopping occasion.” As more consumers go beyond trial to making online purchases mainstream, the demand for increased speed, efficiency and simplicity will increase. Fusion Marketing’s research indicates that consumer behavior is changing and retailers should be prepared if they want to capture market share of the $9.5 billion grocery industry, which equates to over $1 billion from fresh produce sales. ABOUT FUSION MARKETING Fusion Marketing partners with fresh produce suppliers, associations and retailers to increase sales at retail. Fusion uncovers growth opportunities and turns them into information-based, market-ready solutions that are customized to each client’s unique business needs. Every project is supported by Fusion’s experienced team to provide the highest level of expertise and dedicated client support. To download a pdf of the press release, click...

Read More »

Fusion Marketing’s Analytical Positions Provide Seamless Client Support

Posted in Fusion News, Press Releases

Fusion Announces Promotion of Two Key Team Members LOS ANGELES (July 17, 2014) – Fusion Marketing is committed to building and maintaining a strong and dynamic analytical team for its portfolio of clients. In supporting this commitment, the company announced today the promotion of two staff members. Jennifer Anazawa has been promoted to the position of Senior Category Analyst and Matt Schraut has been promoted to the position of Category Analyst. “Our goal is to help our clients increase the retail sales of their key items,” explains Steven Muro, president and founder of Fusion Marketing. “It has always been my belief that when our clients are successful and growing, we’ll grow along with them. It has proven true with our internal progression of staff members.” Anazawa has a range of analytical experience, including positions at Chuck Latham Associates, Inc., Pacific World Corporation and Maybelline NY*Garnier. Anazawa brings a high level of technical expertise that helped expand the company’s data validation, troubleshooting and analytical capabilities. Additionally, she manages all client-facing aspects of Fusion’s MarketInsights™, a proprietary data system that customizes sales reports and dashboards unique to each client. “Jennifer has made significant contributions to many of Fusion’s achievements this past year,” states Mary F. Scott, vice president of client services. “Accomplishments include value-added analysis to industry reports, custom category reviews, and holiday and retail reports. This promotion is well deserved and clients will benefit from Jennifer’s proficiency.” Schraut has analytical acumen and experience proven to benefit Fusion Marketing’s range of clients. He quickly demonstrated his analytical rigor and client communication skills taking lead roles in a number of custom, high-visibility projects. Schraut applied his technical and business skills to improve Fusion templates and processes for increased quality and meaningful retail insights. His responsibilities include data analytics, consumer insights and trend reporting. “Matt is instrumental in the creation of new reports and a pivotal point person for clients. His strong interpersonal skills and drive to deliver client quality and value are just a few of his key strengths for success,” states Scott. “We are looking forward to making new strides in client deliverables and are pleased to announce another well-deserved promotion that will benefit our clients.” ABOUT FUSION MARKETING Fusion Marketing partners with fresh produce suppliers, associations and retailers to increase sales at retail. Fusion uncovers growth opportunities and turns them into information-based, market-ready solutions that are customized to each client’s unique business needs. Every project is supported by Fusion’s experienced team to provide the highest level of expertise and dedicated client support. To download a pdf of the press release, click...

Read More »

Interactive, 3D Product Imagery May Help Online Grocery Experience

Posted in Fusion News, Press Releases

Fusion’s Research Reveals that 96% of Consumers Do Not Purchase Groceries Online LOS ANGELES (October 7, 2013) – As tech-savvy consumers download coupons and compare prices at retail by using their smartphones, there are many other consumers less inclined to use technology while they shop. Fusion Marketing’s ConsumerInsights™ research indicates that only 21% download apps from retailers and the majority would prefer not to receive personalized ads tailored to their specific shopping patterns. This same consumer group considers receiving retailer offers through text messaging too invasive on their privacy. “Our research suggests a limited usage of mobile applications in-store,” explains Steven Muro, president of Fusion Marketing. “Technology in the retail grocery industry is in its infancy. Consumers are looking for information on what is available, new and interesting. Saving consumers’ money and time will always be of interest.” In-store promotions and loyalty programs are traditional sales drivers of the grocery industry. Consumers enjoy receiving quick and easy savings with the swipe of their loyalty card and automatic savings at the register. Eight-five percent (85%) of consumers like receiving in-store promotions for grocery items including fresh fruit and vegetables according to Fusion Marketing’s ConsumerInsightsTM, a proprietary research method. Another 54% like receiving non-retailer specific digital coupons because it conveniently saves money without the hassle of paper coupons. However, when it comes to grocery shopping, current consumers tend to be generally happy with how they purchase groceries and do not see the added value of online food shopping. Fusion’s research reveals that 96% of consumers do not purchase groceries online. Consumers tend to be uncertain of the food quality and are concerned with receiving a refund for damaged or spoiled products, especially fresh produce. Conversely, the customer base for online grocery shopping is expected to increase as the Millennial generation comes of age. Young professionals, young mothers, and customers with time constraints see the value of saving time with online grocery shopping. Younger shoppers are more likely to use grocery apps that help them decide what to purchase at retail and online. “Involving the shopper with interactive, 3D game-like product imagery could help the online shopping experience, especially with Millennials,” suggests Muro. “Retailers should involve the shopper with an interesting visual experience while providing fast, useful product information.” Retailers should consider offering targeted strategies to reach different consumer groups. It is important to understand customers’ expectations and how they access and view websites and apps. Smartphones lead market share in the mobile device market, but tablets are gaining share. Retailers ought to have a different strategy when trying to reach Millennials as opposed to Boomers, and should revolve their strategy around the technology their target consumer uses. Additionally, the competitive online landscape could change with Amazon’s recent expansion into fresh produce with AmazonFresh. Guaranteeing product quality, creating consumer engagement, and helping customers understand what apps are available to help with their...

Read More »

Fusion Marketing’s Category Management Achieves Better Retail Results

Posted in Fusion News, Press Releases

LOS ANGELES (January 22, 2013) – Understanding today’s consumer and influencing them to purchase an item has become as complex as analyzing the influx of data to make sound business decisions. Fusion Marketing, the leading ‘data to design’ full-service marketing agency specializing in retail intelligence for perishable and packaged goods, has researched the essential variables in a category review leading to increased communication during a presentation, and greater action taken by the retailer. Fusion has studied the effectiveness of its category management reports created over the past five years. Every aspect of the category management process has been evaluated to measure the efficiency of the various changes implemented—including the use of various font styles and sizes, color palette, down to the types of charts and graphs utilized. The goal of the analysis was to leverage the crucial elements and key findings of the report that would lead to greater proactivity by the retailer, thus resulting in positive category results. An interesting fact surfaced from the analysis: if a report visually reflected the brand and style of the product or item, there was greater receptivity by a retailer to take action on the suggested findings. “Unlike one-size-fits-all or canned reports, our reports are uniquely created and designed as an extension of our client’s brand,” explained Steven Muro, Fusion Marketing’s president and founder. “We found that the order in which we presented information and the amount of information offered during a presentation were key in creating a more successful outcome.” Category management also depends on understanding the consumer. Retailers and suppliers rely on scanned data and other data sets to analyze trends and information to determine what motivates a shopper into purchasing. Price, promotional strategy, point of sale displays, and merchandising are other marketing elements factored into a category management review to obtain a clear and concise picture of each business segment. “We help the retailer or supplier find their analytical strength by identifying sales gaps and marketing opportunities,” explains Muro. “Ultimately, we want profitable outcomes for our clients. Category management is essential to building a sound marketing plan based on facts and trends. It becomes a vantage point to success. But, our unparalleled retail analysis is really central to drive the retailer into action. If a retailer doesn’t fully understand the meaning behind the data, the report is essentially useless. So, now we know, based on our research, what elements help motivate a retailer into action and what information is most important to them.” In today’s ultra competitive marketplace, Fusion Marketing has analyzed a number of categories for retailers, commissions and shippers/handlers turning data into sales growth with strategic business solutions. Fusion’s extensive perishable and CPG knowledge, research and analysis continues to provide retailers and suppliers with thorough research data and analysis for strategic planning and marketing initiatives. ABOUT FUSION MARKETING Since its 1997 inception, Fusion Marketing has established a...

Read More »

Mary F. Scott Joins Fusion as Vice President of Client Services

Posted in Fusion News, Press Releases

LOS ANGELES (January 10, 2013) – Fusion Marketing, the leading ‘data to design’ full- service marketing agency specializing in retail intelligence for perishable and packaged goods, expands its staff to offer an unprecedented level of support for clients and business operations. Mary F. Scott joins Fusion as Vice President of Client Services. With over 20 years of expertise in client relations, analytics, and driving growth through marketing strategies, Scott will oversee project services and account management for seamless client communication and deliverables. “Mary brings a unique blend of visionary leadership, a keen analytical mind, and an enthusiastic drive for results,” explains Steven Muro, President of Fusion Marketing. “She will be instrumental in taking our customer service to the next level. We are excited to have Mary as a member of our executive team.” Prior to joining Fusion, Scott was most recently Director of Business Development, Key Strategic Projects for the Nature Made® brand at Pharmavite, LLC. Among many of her accomplishments in strategic planning, consumer research, product development, and new product launches, she established protocols for strategic alliances with external business partners. She also has extensive retail experience. One of her significant achievements included developing and leading the company’s award-winning category management capability. Scott managed essential data and information resources, defined standards for value-added, profit-enhancing analyses, and solidified retailer relationships to expand distribution. Scott’s proficiency as an accomplished consumer product marketing and business development executive provides high-level strategic planning, category management, merchandising experience, and client support for Fusion’s wide range of clients. She will also be instrumental in the company’s long-term strategic planning, analytical and creative processes. ABOUT FUSION MARKETING Since its 1997 inception, Fusion Marketing has established a solid industry presence, providing its broad client base with expertise in produce, consumer packaged goods, distinct-marketing perspectives and diverse capabilities. With its strategic alliances with NPD and U.S. Marketing, Fusion’s data-centric marketing resources and capabilities are proven to reduce uncertainty surrounding the business decision-making process. To download a pdf of the press release, click...

Read More »

Marketing Strategies for Today’s Economy

Posted in Fusion News, Press Releases

As gas and food prices continue to climb, and unemployment faces a slow recovery, shoppers are looking for deals as retailers clamor for a gain in sales. It’s tough out there, but now is the time to stay in the mind of the consumer and grow profits and market share. Consumers are more price sensitive than ever before. A recent study indicated that 89 % of Americans use coupons when shopping for groceries (Media General News). And according to Global Mobil Statistics, mobile retail, which includes m-coupons, is expected to exceed $12 billion in the U.S. by 2014. It comes to no surprise then that consumers are looking for savings, especially with food prices on the rise. The U.S. Department of Agriculture’s Economic Research Service forecast indicates that consumer prices for all food will increase 2.5% to 3.5% next year; and consumer prices for fresh produce are expected to increase at a faster pace. Unfortunately, most retailers miss their mark by slashing prices to compete in the short term. This may unintentionally reposition a brand, in the mind of the consumer, as being totally price driven. There are many ways to communicate your value without resorting to a price endgame. Fusion Marketing suggests a few tried and trusted strategies to market your way to success: Know your competition – Where are you in pricing compared to others in the industry? Your competition may have higher prices and a higher perceived value. Bananas are often key items for retailers trying to convey their value message because consumers typically know the price of bananas. Offer great customer service. Talk to your customers. Become a resource by providing information that will help them make better purchase decisions. Get shoppers excited and interested in buying with eye-catching promotional material such as recipe pads, nutritional information and shelf talkers. Add to their shopping experience with knowledgeable, customer friendly store personnel. Use technology to your advantage and engage your consumer. You don’t want to make price your main focus, but when it’s time to promote an item, don’t just rely on the Best Food Day supplement to drive customers to your store. Make sure you are in the know with some new innovations such as ShopText® and WOWPONS, two among the many growing couponing sites. For more information about these mobile platforms, click on the links below: www.shoptext.com www.wowponsmobilegrocerycoupons.com Try cross-promoting and cross-merchandising products. Make marketing efforts more cost effective by optimizing selling opportunities. For example, at Thanksgiving place POS cards for avocados and turkey sandwiches in the produce department to remind shoppers of a great after-Thanksgiving treat. Take advantage of Fusion’s marketing knowledge and strengthen your value, your message and your position in the market. Suppliers and retailers need to stay competitive with creative solutions that focus on the total store and a variety of products. Rather than focusing solely on price, you can...

Read More »