retail news in context, analysis with attitude

Bloomberg reports that chocolate manufacturers are finding that “younger consumers are famously tricky ... to reach via traditional marketing. That’s pushing many chocolate makers - long content to pitch consumers through magazine ads or supermarket promotions - online in search of youth with a sweet tooth.”

That means using blogs, Twitter and Facebook to communicate with shoppers; in a nod to how transparency appeals to this demographic, “New York boutique chocolatier Jacques Torres is also embracing the Web. Besides the usual social media tools, he’ll soon debut a live video feed from his factories that he hopes will wow serious chocoholics.”

Bloomberg notes that these moves are important at this time of year, since “chocolate is a popular gift in tough economic times. Two-thirds of U.S. adults buy chocolate during the holidays, according to researcher Mintel International Group. This year, Americans will spend more than $200 million on gift boxes of sweets, predicts market tracker Nielsen Co.”
KC's View:
Hardly revolutionary in 2010, but worth noting ... because there are still a few companies that think they don’t need to make such investments or embrace these new sales tools.