A hot topic that gets discussed often is the best way to engage grocery buyers and get back into a cadence of in-person meetings, like it was pre-covid. I don’t think buyer engagement is going to look like never-ending 30-minute in-person meetings again.
I’ve been thinking about this a lot while enjoying the Expo West show in Anaheim this week. Almost every grocery buyer is here, and they are excited to be here. The show floor is packed and loud. Restaurants, bars, hotels, park benches, empty booths, meeting rooms: all packed. There is so much interaction that people can’t find spaces to stand and talk. The outcome: manufactures are raving about great meetings and interactions.
I contend that the in-person events, especially trade shows, are the best forum to engage grocery buyers with new ideas. Meaningful connections, inspired discussions, and rich conversations drive businesses forward. National Restaurant Association Show, NACS Shows 2024 (when its in Vegas), National Retail Federation, Grocerytalk, PLMA - Private Label Manufacturers Association have all been amazing shows post-pandemic because everyone is ready to engage.
Well-run, in-person trade shows feature speakers, panels, and discussions that encourage industry engagement and spark new ideas. Its no wonder these shows are a fountain of creativity, strategy, and discussion.
Buyers and manufactures: grab breakfast together, grab a drink at a happy hour, or just share a bench for lunch. It seems like it’s time to rethink what we define a successful meeting.
From a buyer’s perspective, why would they ever want to return to back-to-back thirty-minute in-person meetings in a windowless conference room to then trudge back to their desk to see how far behind you are on email. I lived that life for 15 years, it’s not exciting.
As our recent Drive Wheel LLC peer groups have discussed, now is a great time to reimagine buyer/manufacturer interactions. Think about what needs to happen in-person at trade shows and facility tours (strategy), online (operational details), or on email (everything else).
What do you think? How do you think buyer/manufacture relationships will evolve in the future?
#expowest #groceryindustry #buyerengagement