NEW STUDY ON CONSUMER COMMUNICATION IN THE FOOD INDUSTRY
Many manufacturers of branded goods missing out on opportunities in direct communication with consumers
What happens when the consumer tries to engage the company in dialogue? It doesn’t matter whether they don’t like the sausage, the cake packaging is difficult to open or they want to know whether the milk comes from happy cows. Does the manufacturer react and – if so – in what way and how often? What opportunities do customers have to communicate with the manufacturer, both on- and offline? 60 German brand manufacturers were put to the test in the current food industry consumer communication survey in 2015. The conclusion of this unique insight into the quality of consumer communication is surprising: Only a few companies have made it their business to communicate with consumers as a key differentiating feature. Companies are thus giving away valuable potential, especially in terms of crisis prevention.
The Lebensmittel Zeitung issue dated 4 September 2015 reports on the study (PDF-Artikel).
The Getränke Zeitung also reports in the issue of 12 November 2015, about the study results of the AfG sector. (PDF-Artikel).