Cheese makers and retailers are seeking alternative ways for customers to sample cheese amid the COVID-19 pandemic, reports Supermarket Perimeter. A few retailers like Costco, have returned to offering in-store samples, but the majority aren’t ready to resume in-store sampling anytime soon, even though sampling is a key tactic to encourage consumers to try new products.
Fairfield, N.J.-based Schuman Cheese has been working with retail partners to offer virtual demos, in addition to planning a display area in-store that features Schuman’s available cheeses along with signage and QR codes where customers can go to learn more about the cheese and ask questions.
“It’s not quite tasting it, but customers can see how the cheese can be used, what recipes it goes in, and they can kind of start to form a picture in their mind of, ‘Hey, this is a cheese I could really use and use often,’” said Mike Currie, marketing director of Schuman Cheese. “It’s all the circumstance of a demo, just without the actual trying of the product. Typically, with demos a customer will ask the person there questions about how to use the cheese, and we’re still able to answer those questions virtually, so we can still educate the consumer.”
Saputo Cheese, out of Montreal, is working with retailers to reach customers when they come for curbside pickup. The cheesemaker is giving grocers educational cards that include a coupon and a recipe to include in customers' orders.
“Those are something that drive consumers to purchase the item later and incentivize shoppers to purchase something they might not be familiar with, but since they have a coupon and are aware of ways to use the cheese they’re willing to try it out,” said Jessica Sharma, associate marketing manager at Saputo.
Eric Richard, industry relations coordinator at the International Dairy Deli Bakery Association, suggests that retailers use prepackaged and grab-and-go items to encourage consumers to try new cheeses. “There is a way to open up consumers’ taste buds to special cheeses by offering a variety pack of cut and chucked cheeses that someone can quickly pick up in the deli, that’s already pre-packaged in a grab-n-go style. That’s a way to engage consumers,” he said. Full Story
Related: Makers Increase Digital Marketing Efforts; Retailers Get Behind Victory Cheese Initiative.
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