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Despite being over 100 years old, Perdue Farms is still a beacon for the future of B2B and DTC businesses. Their e-commerce game is insanely impressive.
From building partner integrations that allow customers browsing recipes on their site to export the ingredients list into a cart at their local partner outlets to partnering with Samsung to sell Perdue products from smart fridges, Perdue is already living in the future. But getting to that future comes with smart strategies and successful partnerships.
David Zucker, the CMO at Perdue Farms, knows how to do it right. For example, he’s using the company’s smaller DTC business to test new products before launching their B2B business to reduce risk.
Main Takeaways:
- Perdue Farms drives traffic from its digital properties to retailers, acting as a demand generator and partner for customers.
- They have a direct-to-consumer business that allows them to understand consumer behavior and preferences better.
- Perdue Farms uses technology partnerships to enable seamless purchasing experiences, such as adding recipe ingredients to a retailer’s cart.
- They partner with Samsung, allowing customers to buy Perdue products directly from their smart refrigerators.
- Perdue Farms uses its direct-to-consumer platform to test new products and gather consumer feedback before launching them in grocery stores.
Contents
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Driving Traffic to Retailers
One of Perdue Farms’ primary goals is to grow its market share and protect its brand equity. The company has made driving traffic to its retailers a key focus to achieve this. By partnering with technology providers like PriceSpider and Pear, Perdue Farms has developed a seamless user experience that allows consumers to find their products easily at local retailers. David explains, “When people are on the Perdue Farms website, on the product detail pages, underneath the Buy Now button, there will be a button saying, ‘Do you want to buy it locally?'”
This innovative approach drives traffic to their customers, such as Kroger and Walmart, and sends them customers with full baskets. By integrating recipe technology with partners like Whisk, Perdue Farms enables consumers to add an entire recipe, including all the necessary ingredients, to their retailer’s basket. This enhances the user experience and provides valuable metrics for Perdue Farms and its retail partners.
We can tell them how many individual people have clicked from the Perdue Farms website to the retailer’s website. We can give them traffic numbers and conversion numbers.
The Power of Direct-to-Consumer
In addition to driving traffic to retailers, Perdue Farms has embraced the direct-to-consumer (DTC) model to understand consumer behavior and preferences better. Zucker explains, “Talking directly to a consumer about how they make chicken purchases, why they’re making chicken purchases, why they would be buying something online versus going into the store, having that direct interaction with a consumer is extremely valuable.”
Perdue Farms can test new products through their DTC platform and gather consumer feedback before launching them in grocery stores. Zucker cites the example of their “Thanks Nuggets” product, which combined turkey with unique flavors like cranberry and sweet potato. By launching this product on their DTC site, Perdue Farms received valuable consumer feedback and generated significant demand. This success allowed them to sell the product as a limited-time offer in retailers, resulting in one of their highest volume products.
Leveraging Technology Partnerships
Perdue Farms’ success in digital transformation is primarily attributed to its strategic partnerships with technology providers. The company utilizes the Salesforce platform for its website, enabling customization, integration with other technologies, and seamless extensions. They also leverage Bluecore as their email provider, ensuring effective customer communication.
One of the most notable partnerships is with Samsung, which allows Perdue Farms to have an app on Samsung’s smart refrigerators. Consumers can purchase chicken directly from their fridge screens, creating a unique and convenient experience. While adopting this technology is still in its early stages, Zucker acknowledges the potential and the valuable insights it provides.
It’s a great tool to support the brand…and it’s something that we’re definitely going to figure out.
Measuring Success and Future Outlook
When measuring the success of its digital initiatives, Perdue Farms focuses on key performance indicators such as customer acquisition costs and lifetime value. These metrics help them understand the effectiveness of their marketing efforts and their customers’ long-term value. Additionally, household penetration is a crucial metric that bridges their DTC and retail businesses, providing insights into their market reach.
Looking ahead, Perdue Farms aims to improve its mobile experience and explore technologies like QR codes and SMS communication to enhance customer interactions. They recognize the importance of delivering consistent information and experiences across different channels, ensuring a seamless journey for consumers. Perdue Farms is poised to remain at the forefront of the chicken industry’s digital transformation by continuously testing and refining their digital strategies.
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