Week 4 part 1 target of food industry market

 The demographics of Sprouts and Cream of the Crop seem to be similar. They are targeting customers that are looking for natural healthy food; Sprouts has its own company labeled products that are natural, and Cream of the Crop does not but they have do have fresh produce. Sprouts seems to promote ease of ordering along with pick-up and delivery using Uber Eats for online customers that want to avoid an in-store shopping experience.

            Cream of the Crop, I feel, is less professional than Sprouts. They may want to consider updating the site to be more competitive with Sprouts website. Sprouts has their items categorized nicely for the customer, whereas Cream of the Crop does not. Cream of the Crop’s website asks you to sign-up with your email address and looks like a newspaper ad, which makes if feel more like a cheaper local discount market. Additionally, Cream of the Crop does not have a secure site, it is not using certificate’s which is all right but most modern sites ensure security so customers feel confident in the business. When you navigate through the Cream of the Crop’s website, you constantly get the email sign-up pop-up which is old design and pretty annoying to customers. Subtlety, both websites focus on ways to save while shopping with either business.

            The crossover between customers shopping at either business exists, however, Cream of the Crop has a single local presence in Oceanside, unlike Sprouts national presence. Most customers would probably cross-over to Sprouts from Cream of the Crop due to the number of locations which exist in communities outside Oceanside. I feel the flow of customers, especially those with financial means, would flow to Sprouts. Cream of the Crop is a good local choice for customers interested in their Deli and Juice Bar which makes it slightly different. Last, Sprouts categorizes some brands based on social equity suppliers and that may attract a certain type of consumer as well.

I think that the audience wants to find an organic product that contains healthy and nutritious foods, they are not necessarily concerned about the design of the websites. The call to action at Sprouts is to support natural products along with products and suppliers that are minority owned. Cream of the Crop’s tone is focused on healthy foods for those that are budget conscious based on my review. Messaging is focused on natural products but Sprouts and Cream of the Crop differ, Sprouts focuses on online shoppers and Cream of the Crop focuses on in-store shopping. Overall, the design could be improved but based on the target customer, I feel the designs do meet the demand of their market.