Build bigger baskets with produce pairings.
Categories within fresh produce, from avocados to tomatoes to onions, can be strong sellers own their own, but put them together in a colorful display complete with tempting, easy-to prepare recipes, and sales will surge.
“Cross-merchandising always has been a great tool, but I think its importance has increased,” affirms Tom Wheeler, director of produce operations for Mollie Stone’s Markets, a family and locally owned grocer with nine stores in the San Francisco Bay Area.
“It’s really about building an idea in the consumer’s mind of how they might use the product,” he adds, “and it’s critical to reaching the younger-generation consumer. Millennials are super experimental, but they didn’t have home economics [in school] like we did.”
Some of Mollie Stone’s most successful cross promotions to date were achieved with the support of the California Avocado Commission (CAC), based in Irvine.
“We’ve worked with the CAC for quite a few years, and it’s been a huge success for us,” notes Wheeler,who points to Super Bowl-themed California avocado promotions, a Hatch chiles-and-avocado cross promotion, and another for Cinco de Mayo.
“Cinco de Mayo was probably the biggest success we’ve had with a cross-promotion,” he says. “We saw a massive increase in sales year over year.” The promotion featured California avocados, Mollie Stone’s in-house guacamole, its private label tortilla chips, and more — all conveniently merchandised together for customers to grab and go.
“Cross-merchandising definitely increases sales,” Wheeler continues. “You can eat an avocado by itself, but it goes a lot better with other things. It’s a nucleus for building a bigger basket.”
Bu hikaye Progressive Grocer dergisinin August 2017 sayısından alınmıştır.
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Bu hikaye Progressive Grocer dergisinin August 2017 sayısından alınmıştır.
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