Mini store lets shoppers get their fish online [Grimsby Telegraph (UK)]
(Grimsby Telegraph (UK) Via Acquire Media NewsEdge) GRIMSBY seafood giant Young's has underlined its credentials when it comes to adapting to the latest trends in digital marketing and online shopping - with the launch of a mini store on independent site Mysuper market.
Having gone live in the past month, consumers are directed to the store area through advertising on the site, which acts as a price comparison and retail portal, together with Young's Facebook activity, which has nearly 23,000 fans.
Martin Gormley, Young's Seafood marketing director, said: "The Mysupermarket activity will run across the Young's frozen fish range including the Young's Chip Shop and Young's Gastro brands. "The Young's store will feature news and competitions on products, the purchase of products will remain via the retailers online methods that feature on Mysupermarket.
"It provides another way to access our Young's audience with news, competitions, promotional activity awareness and feedback. "As consumer and shopper habits evolve, the influence of digital marketing activities becomes greater and the numbers of shoppers choosing to shop online grows.
"As with traditional media and the physical in-store environment, we are always striving to better understand the needs, motivations and behaviours of our consumers to ensure the Young's range and communication is the best it can possibly be.
"Mysupermarket provides Young's with an online environment to help gain digital and online shopping insights to aid the development of future activity." It comes as bosses at Ross House reflect on a strong Christmas performance online. Sales were up 22 per cent online to Pounds 4.7 million, with sales also up in convenience stores by 10 per cent to Pounds 10.5 million.
Iain Lowrie, category management director, said: "Christmas is the perfect time to attract shoppers into the seafood category.
"With retailers launching more than 120 new and exciting products specifically for the festive period, as well as having strong deals on the traditional smoked salmon, fresh salmon and warm water prawns sectors, our consumers have clearly been inspired to eat more seafood." In the four weeks to December 23, more than 500,000 more shoppers bought chilled seafood than at any other time of the year. "Encouraging these shoppers to continue buying seafood will help us achieve our target of inspiring UK consumers to eat fish twice a week," Mr Lowrie added.
Smoked salmon accounted for 20 per cent of chilled seafood sales, with shops selling more than 2.5 million packs. Chilled seafood sales were up 4 per cent year on year.
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