Geoffrey A. Moore’s 1991 hit book “Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers” has become a technology industry bible for understanding the recurring patterns of the adoption of disruptive innovation. Moore breaks up the population into five groups: innovators, early adopters, early majority, late majority and laggards. The “chasm” refers to a gap between the innovators/early adopters groups and the others. While the innovators and early adoptions are excited to try new technology for technology’s sake or to gain a differentiator from the competition by being early to adopt, the later groups are harder to convince without solid evidence and may resist technology adoption entirely until the innovation has become the de facto standard.
The principle of the innovation lifecycle and the struggle associated with crossing the chasm has been incredibly helpful to me as an innovator within the restaurant industry, thinking about the industry’s innovators, early adopters, early majority, late majority, and laggards. (read more…)
From technology to fresh foods to branding strategy, Food Marketing Institute‘s FMI Connect had food retailers buzzing about industry hot topics. Among those topics was a focus on meals, which was a theme carried through keynote addresses, education sessions and the show floor.
At the center of the focus on meals at FMI Connect was FMI’s upcoming National Family Meals Month initiative, which will take place in September and employ retailers to help with the goal of getting families to share one more meal per week at home with food from home eaten together, FMI President and CEO Leslie Sarasin said during her keynote on Wednesday. According to recent research she presented, there have been major demographic, economic and culture shifts that have all led to significant changes in what American households look like.
“The concept of the family has shifted,” Sarasin said. “We have to broaden the scope of what we as an industry imagine a family to be.”
For example, there are fewer households with children now, and more households of one. (read more…)
Mobile technology is becoming increasingly prevalent in the lives of consumers, who are looking for more ways to interact with people and brands using their mobile devices. More and more, retailers and restaurants are making use of technology in their physical locations that allows them to enhance the experiences customers are having when they dine or shop.
SmartBrief talked to Maya Mikhailov, chief marketing officer of GPShopper, an integrated mobile platform that helps businesses like food retailers and restaurants build mobile applications that enhance features like commerce and loyalty and creates a “remote control for the brand,” and Ramsey Masri, CEO of OtherLevels, a digital marketing platform that helps mobile marketers engage mobile audiences effectifely. Mikhailov talked about the advantages of technology that uses mobile to interact with customers while they’re in stores, which is where most transactions take place, and three trends in particular that have emerged through the use of such technology. (read more…)