“Our focus is not just on selling apples, but on providing a tailored experience for our customers,” said Tenley Fitzgerald, vice president of marketing at Yes! Apples.“We have a strong crop ahead of us, and after a late freeze last year, we’re excited about the prospect of delighting consumers far and wide with the best-tasting apples in New York,” Fitzgerald said. “We had great success partnering with retailers last year, who leveraged their shopper marketing programs to speak directly to consumers about our apples. After reviewing the performance of these programs, we will continue to optimize our work with these retailers to grow the category and our business with them directly.”
Yes! Apples understands that customers want educational information about the apples at the point of purchase and are hungry for information about the flavor profiles, crunch and firmness of each variety, as well as recommended use cases, and want to know this information as they make their purchasing decision.
“We work with some great retailers that allow for POS implementation to help us educate consumers,” Fitzgerald said. “Still, it would be great if all retailers widely adopted this tactic to inform consumers better. Of course, we can provide this content through social media, email, mailers, etc., but the best-case scenario is offering it where the purchasing decision is made.”
The company also understands that like today’s shoppers and media, brands must build an omnichannel strategy that covers content platforms and various retail platforms and speaks to the range of consumers.
“Whether in-person community building or optimizing search terms for e-commerce, brands must successfully connect with consumers to build awareness, trust and loyalty,” Fitzgerald said.
“With apples, our customers range from toddlers learning to eat fruit for the first time to later-in-life consumers who turn to apples for the perfect on-the-go snack and their onslaught of health benefits, including high antioxidants and fiber, reduction of LDL cholesterol and increase of HDL cholesterol and much more. As such, we partner with retailers, brands, community groups, and content creators through various themes and promotional efforts.”
