Yes! Apples Utilizes Omnichannel Marketing to Connect With Consumers; Tenley Fitzgerald Discusses
GLENMONT, NY - Opportunities to introduce a consumer to a brand extend far beyond the grocery store, and Yes! Apples knows it. Wielding a multifaceted merchandising strategy, the brand is taking a dynamic approach to building brand visibility.
“We’re putting a fresh spin on how we talk about apples,” said Tenley Fitzgerald, Vice President of Marketing. “By putting on our consumer product hat and thinking about center store mentality and techniques as a business strategy, we’re able to apply those principles to a category in which it’s not as common.”
Yes! Apples utilizes an omnichannel marketing approach designed to reach current consumers while also targeting those who may be new to the brand. With strategic partnerships and the use of lifestyle content, the brand highlights growing practices, sustainability initiatives, and its unique attribute of being woman-led in a male-dominated produce industry, a press release explained.
“Many consumers may not realize that where an apple is grown affects how it tastes,” Fitzgerald says. “The Hudson River Valley, Lake Champlain, and Lake Ontario regions are home to some of the best-tasting apples in the world, due to its rich soil and temperate climate.”
The company’s dynamic omnichannel strategy also leverages social media platforms like Instagram, TikTok, Facebook, LinkedIn, Pinterest, and Twitter to broaden its reach among consumers.
“As consumers look more toward social media outlets to learn about products they buy, Yes! Apples has leaned into those channels to reach its audiences,” Fitzgerald said. “For example, we find that approaches such as amplifying product reviews from customers and working with microinfluencers have been very effective in helping us spread the word about how New York-grown apples taste. As we introduce new varieties like SnapDragon and RubyFrost, both of which are exclusive to New York, it’s important to get the word out about how they might differ from traditional apple varieties people may be more familiar with.”
In addition, Yes! Apples’ unique approach to working alongside growers is also a key differentiator in its strategy.
“Our ability to provide quality apples to consumers rests largely on our partnership with the growers we work with,” Fitzgerald explains. “Many of the farms we work with are family-owned and operated.”
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