Fresh Department Leaders, when was the last time you took your social media manager to lunch?

Fresh department leaders can strengthen shopper trust and drive better in-store results by regularly collaborating with social media managers to align real-time produce insights with accurate, engaging online content.

By: Andrew Brown, Senior Manager, Industry Relations, FMI

If you manage a fresh department, you already know how much work goes into getting it right. You track seasons, watch quality closely, adjust displays daily and respond to what shoppers are buying in real time. Not long ago, your departments were stop #1 for customers. Nowadays, I would argue it simply is not. For more and more shoppers, especially young shoppers. Their journey began online. The good news is you have a team member who has been minding this digital department. The question is, are you meeting with them the same way you meet with your staff in the store?

Social media managers are fielding questions every day about ripeness, storage, availability and price. They see what shoppers are confused about, what they are excited about, and what trends are driving demand. At the same time, store teams know what is coming in, what is peaking and what needs extra attention this week. When those two groups are not talking regularly, opportunities get missed.

This is where something as simple as lunch can make a difference.

A short, informal conversation can help align what shoppers see online with what they experience in store. Social teams can learn which items are at their best, which displays you are proud of and which products need a boost. Store managers can hear what questions keep showing up in comments and messages, and where shoppers may be misunderstanding quality or use.

That exchange leads to better content and fewer disconnects. Instead of generic fresh posts, social media can highlight what is actually happening in your department. Instead of reacting to online questions after the fact, fresh teams can help shape messaging before issues arise. A quick overview of the crop calendar, a heads up on a promotion or a note about a weather related shift can help social teams stay accurate and useful. In return, they can flag emerging trends or common questions that may influence ordering, signage or merchandising.

Retailers spend significant time and resources building trust in fresh. That trust now extends beyond the department and into digital spaces. When online messaging and in store execution support each other, shoppers feel more confident and engaged.

So consider putting it on the calendar. Invite your social media manager to lunch. Talk shop for 30 or 45 minutes. You may find that the conversation pays off well beyond the table.