Buyers Meeting Point procurement by Kelly Barner

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How Consumers Influence Your Procurement Team

Panera is in the news this week with their “No-No list”. They will be eliminating over 150 artificial ingredients from their recipes, beginning immediately with their salad dressings. This is in reaction to the increasing consumer demand to understand what they are eating and requiring heathier choices.

I was reading an article from Social Media Examiner, “5 Ways you can Influence Consumer Purchasing Decisions”. Obviously there are a lot of choices of where to eat and Panera is hoping to influence you to choose their establishment.

One of the suggestions is to appeal to millennials. Using social media, you can reach the millennials but it has to be done in the right way. They are not looking for generic messages but those that are tailored specifically to them. Being very aware of the environment, the move for Panera is more than likely to appeal to that age group so interested in sustainability and healthy choices.

So what does that mean for a procurement professional at Panera? It will require new supplier agreements, finding alternative sources of supply, including various lead times. The supply chain has been altered based on consumer demands. The purchasing group has to be consistently learning new marketplaces and sources for their organization.

Has consumer behavior changed your company’s direction and product offering? How did that impact you and your team? How did this impact your bottom line?

Share your thoughts by commenting below or tweeting us @BuyersMeetPoint.

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Thursday, 23 November 2017