Great Cookery TV Programmes
As ASDA found in a survey of its ecommerce website, the more time folk spend engaging with products & ingredients online, the higher the basket spend.
If this is true then converting some parts of an ecommerce site into an entertainment and information hub will pay dividends
We know that cookery programmes inspire a percentage of those that watch to rush out to the supermarket to buy ingredients for their own version of the dish they saw being made the night before.
I can attest to this as I once watched Delia’s How To Cook programmes where she made a steak and kidney pudding that looked pretty tasty. Next day I was in the butcher’s trying to buy Ox kidney; I kid you not the Ox kidney had sold out before 10am.
I guess that’s the power of Delia, a much trusted British institution, which is why Waitrose once used her to endorse their products.
But can well shot recipe demos produced with gusto and imagination, have a similar, if somewhat more muted, effect?
If you want high quality cookery demonstrations to show off ingredients or to market a certain retail section of the website, then you can save money on the celebrity chef and work with a video producer who knows how to make targeted videos brim full of useful information that really offers the consumer something extra.
Or dump the whole recipe demo idea and make great looking, aspirational videos underscored by music and lyrical commentary that show what can be done in a beautiful setting with meat and veg.