Seafood and aquaculture products are widely available and can be bought by Australians at a wide range of outlets around the country, from small local businesses, to fish markets, right up to the large scale supermarkets.
These outlets provide a valuable opportunity to communicate directly with the people buying the fish – the consumer. Having an interested audience at the point of sale is a valuable opportunity to promote and inform about the product. But is the seafood and aquaculture industry making the most of this opportunity?
By this we mean the point where the consumer finalises the purchase of a product (fresh or packaged fish). This is a valuable opportunity to provide information and engage the customer further on the product.
Given the point of sale offers such a valuable opportunity to engage with consumers, is it worth considering whether there are more opportunities that could be taken to benefit the industry in this area?
Could a marketing initiative at the point of sale assist the industry to:
These were some of the comments that emerged during the consultation:
Submitted by Len Stephens on Fri, 2014-11-14 16:32
|Seafood retailing marketing is the highest priority because it interacts with the consumer, to stimulate their interest & purchases.|
Submitted by Sam Gordon on Sat, 2014-11-15 16:42
|What examples are there of working in this sector that are not already covered by the other categories? ie. Quality, Promotion, Education|
Submitted by Jason Rengger on Mon, 2014-11-17 17:10
|Does this include all points of purchase ie. Foodservice?|
Submitted by Brett McCallum on Mon, 2014-11-17 17:12
|All points of sale are critical, especially food service. And to make education material available at the direct consumer point more effective|
Submitted by Katherine Winchester on Mon, 2014-11-17 17:14
|I agree, and this would give opportunity to look broader for funding sources beyond the producer/harvester