Fresh Business Meat & Seafood
the shopper,” Hixon says. This real-time data can then be
compared with online research to provide retailers with a
more complete shopper picture.
The Beef Buyer’s Basket: The beef buyer is a desirable customer. Putting complementary products from
sauces to vegetables and wine in front of this shopper
;both in-store and online; can be an important way to
increase basket ring. “For ;;;; year to date, beef has
accounted for nearly ;;; of meat department sales,” says
Alison Krebs, director of market intelligence for Centennial, Colo.-based National Cattlemen’s Beef Association
;NCBA;, a contractor to the Beef Checko;.
“It brings in more dollars than any other item at retail
;;.;; of total;, while nearly ;.;; of baskets include beef,”
says Krebs, who cites IRI Panel Data ;all outlets for the
;; weeks ending Jan. ;, ;;;;;. “Further, the average bas-
ket with beef is more than twice that of the typical ring
;;;;.;; vs. ;;;.;;, respectively;. So bringing in beef shop-
pers generates greater sales across the entire store.”
An NCBA/Beef Checko; Market Basket study earlier
this year examined what items shoppers purchase in con-
junction with di;erent types of beef, providing retailers
with cross-merchandising ideas to further drive sales.
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“For example, steak buyers also purchase meat-related
sauces and higher-end cheeses along with fresh produce,
whereas ground-beef shoppers include spices, mixes,
sliced cheeses and pastas in their carts,” Krebs says.
If cross-department items aren’t easily displayed
together, Krebs recommends using signage that lets
customers shopping the produce department know that
ribeye steak or London broil is on sale this week, and likewise meat department signage that reminds them to pick
up cheese for their ground beef.
Personalization: “It’s not about just one product in
the meat department. You have to look at complementary
purchases to understand the overall customer behavior in
a category,” says Josh Whitton, VP of client leadership for
Dunnhumby USA, Cincinnati, which works with retailers including Meijer, Raley’s, Weis Markets, PCC Community Markets and others to provide insights on what’s
driving the market.
Dunnhumby harnesses data to better understand consumer shopping behavior, “what customers are really
putting in their baskets” and, from a pricing perspective,
what they are willing to pay, Whitton says.
These data-driven consumer insights can then inform
that include beef