Volume 9, Issue 1

Welcome to the latest issue of Nutraceutical News from IFS. In this issue, we look ahead at the food industry trends for 2012 in the Industry Update. The Marketing Column provides tips about making the best social media impressions. In the Customer Service Corner, you'll learn how to stand out from your competition by providing amazing customer service. And our Fulfillment Advice provides tips to help you meet your seasonal staffing demands.

For more information about the content found here or about any of our products and services, you can always visit our web site, www.ifssolutions.com. To share your feedback about this newsletter, please click here. To unsubscribe, please use the link at the end of this issue.

IN THIS ISSUE:

• Industry Update: Food Industry Provides Health Options in 2012
• Marketing Tip: Using Social Media Effectively
• Customer Service Corner: Do Something Amazing... Word Will Get Around
• Fulfillment Advice: Do You Have the Resources to Meet Seasonal Demand?
• About IFS: For More Information, Contact Us

Food Industry Provides Healthy Options in 2012

While most New Year's resolutions to hit the gym and lose weight have already been put on hold until next year, most consumers still have good intentions about maintaining a healthy lifestyle. At the same time, however, convenience is increasingly important as busy work and personal schedules cut into the time that people have to shop for and prepare healthy meals.

Looking ahead at Food Industry Trends for 2012, it is clear that food manufacturers are providing more healthy food product options to meet consumer demands. And while high prices on many food items are expected to continue, health-conscience shoppers will welcome many of the new and enhanced items that are intended to support a healthy lifestyle. An article from FoodProcessing.com reveals the following trends for consumer products in the coming year:

• food additives such as glucosamine for joint health and omega-3 for brain and heart health;
• gluten-free, nut-free, dairy-free products to address food allergies;
• food and beverage products with less salt, sugar and fat;
• products that include healthier fat and oil content; and
• increased use of probiotics in dairy products, juice drinks, chocolate, energy drinks, teas and sweeteners.

Nutraceutical ingredients that boost nutrients, such as proteins, fibers and naturally derived substances, consisting of herbal and botanical extracts, also will continue to increase as consumers demand healthier food choices.

Using Social Media Effectively

As consumers rely more and more on social media sites like Facebook, Twitter, YouTube and others as venues for getting and sharing information, many companies have jumped on board to establish a presence in this new world of marketing. Whether your company is contemplating a move toward social media, has already developed a full-blown campaign or haven't the faintest idea what it all means, following are a few things to think about to make sure you don't make embarrassing social media blunders.

So, what's your social media strategy?

• Have a plan beyond just setting up an account or web page.
  For instance, if you're going to start a blog, proceed only if you have the time to post updates on a regular basis. It won't take your followers long to realize that you're not serious if the content is dated. They'll move on to other sites and possibly other products. If you set up a comment section on your blog, make sure you check it regularly to respond to any questions, complaints or compliments.
• Have the right content.
  It's important that you know your audience. Consumers interact on social media to get relevant information, advice, opinions and new ideas. If the information posted is merely self-promoting or outdated, it won't hold their attention very long.
• Monitor what your competition is doing.
  Social media is an easy way to learn what your competition is doing, as well as how consumers view competing products and services. You can monitor press coverage by setting up Google alerts and following company and personnel activity on Facebook fan pages, through Twitter and LinkedIn.

Do Something Amazing... Word Will Get Around

As access to alternative sources of electronic purchase options increases, consumers have many more choices when it comes to buying an item online. As a result, consumers are often looking for more than product when they make their decision on where to buy.

By creating extraordinary customer service experiences, you can jump way ahead of the competition and secure long-term customer relationships. Some could argue that e-commerce businesses are at a bit of a disadvantage with brick and mortar stores when it comes to developing relationships with customers. However, creative customer care strategies used by online retailer Zappos have become legendary and garnered the company tremendous goodwill among consumers.

While Zappos, a subsidiary of super online-seller Amazon, may have the resources to implement practices that may not be feasible for a small e-commerce company - such as shopping at other stores for customers when the company no longer carries an item or overnighting a free pair of shoes to a best man who had arrived at a wedding without his shoes - many of its basic customer service concepts can create an atmosphere that will bring excellent results to any business. For example:

• Consistent, Quick Response
  Make it a priority and a regular practice to respond to customer questions, comments, or orders quickly.
• Expect Problems, Offer Solutions
  Be prepared to solve problems before they arise. As an e-commerce business, you know that sometimes things go wrong - delayed shipping, products damaged in transit, customers ordering the wrong product, etc. You can make great strides toward 100 percent customer satisfaction if you can suggest immediate solutions when a problem is brought to your attention.
• Provide a 100 percent satisfaction guaranteed return policy.
  Shoppers will be more inclined to try new products if they are reassured that returns will be accepted without hassle. Plus, when your customers realize that they have found a truly service-oriented source for the products they need, they will reward your efforts by returning to your site to shop and by telling their friends and family about you.

Do You Have the Resources to Scale Up to Meet Seasonal Demand?

With the many demands of running a successful e-commerce company, having to take the time to continually hire, train, and staff personnel to support your daily volume of orders can be counterproductive. This is especially true if your product is seasonal or you find yourself faced with on-going staffing needs during holidays, vacations and sick days. What do you do when back up personnel aren't available when needed?

Unfortunately, most part-time personnel will not consider your needs a priority unless you can commit to using them a certain number of days or hours each month. Plus, to maintain efficiencies in production, you should ideally continue to use the same personnel on a consistent basis. But your order volume may vary greatly during different times of the year causing you to use temporary labor, which may not be very efficient.

You only get one shot at successful holiday sales

When Zeeberry.com, a designer jewelry website, was preparing for the 2011 holiday season, they set their projections based on doubling the order volume from the 2010 season. To everyone's surprise, at the end of the day on Cyber Monday they had sold through most of their best-selling inventory.

"Having sold everything so quickly really caught everyone off guard," said Tracy Bech, co-founder of the Hood River, Oregon-based business. "Fortunately, we have a great fulfillment provider, IFS, that was able to quickly accept our replenished stock, bring in extra people to process our customers' orders and get product out the door in time for holiday deliveries. Plus, they responded to every phone call, every email and jumped on every idea we had to accommodate our customers in a timely and effective manner."

According to Bech, being able to depend on IFS to have the facility to store and handle the products at the last minute, along with access to extra qualified people who worked overtime to ensure customers were satisfied, was a huge component of the company's successful holiday season. "When all was said and done, we knew we had found a fulfillment provider with the same commitment to exceptional customer service that we established when we created our business," she said.
 

IFS is a world class, full-service fulfillment operation with a track record of success. A woman-owned business, we proudly serve some of the country's most respected corporations. With a special expertise in the fulfillment of Nutraceuticals and Cosmeceuticals, we can help you run your business more efficiently and more cost effectively. We appreciate your comments and welcome the opportunity to discuss your particular needs.