DRIVING EXCELLENCE ON KEY PARAMETERS
Marketing activities, collaboration with brands and digital initiatives: Foodhall extensively uses social media to create awareness not only about its brands but also for collaboration with artisanal vendors to promote products in a way that enhances customer experience. Its strategy for suppliers and vendors is to treat them as partners and work to create brands together.
The retailer shares unique recipes, videos, gifts and images of selected non-local products on social media and its website. At the same time, it gets many queries on its social pages asking for unique products like yuzu, miso, artichokes, gochujang, etc, that are hard to come by in the city. So it understands the importance of promoting such exotic products and talking about them to its customers.
Foodhall’s digital initiative is exemplified by Foodhall Interconnect – an application that facilitates learning at the click of a button. Anytime, anywhere! With information on the product origin, cooking uses, health benefits and more, the app helps Foodhall’s ambassadors to educate and inspire customers to experience and use its exclusive local and international products.
Then, there is mix-and-match bundling and cross-promotion activities. For its experience zone, Foodhall tries to incorporate different products, which can be collated for use as a recipe and to enhance customer experience. One example is using spiralizers to make zoodles, etc.
Foodhall stores pride on creating experiences for the customer through product demos and sampling activities. Since most of the offerings are gourmet and exotic, understanding and seeing how the ingredients are used helps the customer decide what to buy. The chain is known for introducing different experience zones every month. Each zone focuses and talks about a particular ingredient or dish and has sampling for the customers. E-mailers are sent to customers updating them about the various experience zones and the latest offerings at the stores.
Foodhall also regularly hosts masterclasses in all its stores in order to engage with the customer and educate them about a particular cuisine or ingredient. These masterclasses are hosted by food connoisseurs of particular cuisines who demonstrate recipes to customers.