For officials at snack food manufacturer and distributor Truly Good Foods, customer experience is integral to its success. The company recently launched a new website (www.trulygoodfoods.com) to elevate the customer experience.
“Even more so than B2C marketing, the customer’s experience is integral to B2B success,” Truly Good Foods Marketing Director Chad Hartman told Loyalty360. “The sales cycle in B2B is typically longer which means the prospective customer has to have a positive experience with the brand at multiple touch points. Once a customer, this experience continues and a successful one is what keeps the customer satisfied and wanting to continue the relationship. We think it’s the number one way to have a competitive advantage and all of our marketing tactics have the customer experience in mind.”
The new website was designed to provide the ultimate user-friendly experience with improved navigation and functionality, mobile optimization, detailed product information, and custom search filters. More than 200 new pages of content were built with a focus on Truly Good Foods’ manufactured products. Content highlights include product information, descriptions, nutritional data, ingredients, related products, and listings of best-selling products by industry.
One of the major components of the new site is a custom product search filter so users can sort by various criteria including Ingredients, Flavor Profiles, Packaging, Best Selling Products (by industry), and Dietary. What’s more, the new website is an important launch in anticipation for the 40th anniversary of Truly Good Foods next year.
“We decided to invest in the relaunch of the TGF website with the customer experience in mind, creating a hub that is a valuable tool for both internal and external audiences,” Hartman added. “Our goal for the site is that prospects and customers can easily navigate to find the information they are searching for. From an engagement level, the site is consistently updated with new blog posts to keep the content fresh and targeted toward customers.”
Founded in 1977, Truly Good Foods specializes in premium snack mixes, freshly roasted nuts and seeds, dried fruit, and hundreds of bulk and packaged candies, spices, grains, and specialty foods. Truly Good Foods has an extensive line of retail branded products, including Grabeez®, Buffalo Nuts® and Dip & Devour.
Hartman said customer loyalty means that the customer is loyal to the brand.
“Now this could have multiple arms from products to sales rep relationships, to web interactions,” he added. “It means the customer understands our messaging and vision and is a part of that story. I think the definition has evolved over the years as brands have expanded to so many touch points and the market has become more saturated. With so many different ways a customer can interact with brands, it’s important to maintain that loyalty on every level.”