Supermarket Perimeter - August 2022 - 62

Seafood
Adding
VALUE
BY CHRISTINE BLANK
THE RECORD INFLATION IN FRESH SEAFOOD and across the
grocery store this year has led to some innovative promotions and
" value " merchandising in the fresh seafood department.
Particularly in seafood, value is of equal importance to shoppers as
price, meat and seafood executives say.
" What we have learned from studying consumer buying behavior is
that value is just as important as price. Sustainability and quality are also
important to our customers as being competitively priced, " said Jason
Pride, vice president of meat & seafood at West Des Moines, Iowabased
Hy-Vee.
" Customers are looking for value while looking for healthy options,
and seafood addresses both, " agreed Deb Kreider, director of meat and
seafood at The GIANT Company in Carlisle, PA.
" Seafood continues to be a focus within The GIANT Co.'s promotional
plans. Efforts to drive value through highlighting seafood remain at the
center of our planning now and moving forward, " Kreider added.
To promote its value proposition, Hy-Vee is " better merchandising
products to ensure that customers see value in buying seafood,
including having products that are 'no touch', and can go from the case
or pan right to the grill, " Pride said.
In addition, the retailer has increased its promotions and started
holding display contests to " heighten the appeal of our seafood
products across stores, " according to Pride.
62 - AUGUST 2022
And, as consumers continue to choose to have meals at home rather
than frequent restaurants, it's an opportunity for Hy-Vee staff to provide
" that level of expertise to help our customers learn to cook and enjoy
seafood rather than be intimidated by it, " Pride said.
Grocers are Offering More Deals
While value is the primary focus, Hy-Vee boasts " very aggressively
retailed " daily, weekly, and weekend event deals, Pride said.
" We have seen that daily deals are important to our customers, so
we make sure we offer quality items and price them competitively, "
Pride said.
For instance, Hy-Vee aggressively promoted wild Alaskan salmon, along
with shrimp, and snow and Dungeness crab - which are ideal for grilling
- Pride said, for the Fourth of July. In addition, its stores were stocked
with a variety of shrimp and seafood dips that are more cost effective.
" We also want to make sure we add value to our seafood promotions,
including additional fuel saver rewards with certain offers, " Pride added.
Hy-Vee is focused on saving shoppers money in seafood and across
the store, after announcing earlier this year that it would cut around
600 corporate positions and make other cutbacks due to an impending
recession.
In advertorials published in several newspapers across its operating
region, Hy-Vee said it would offer deeper discounts via digital " daily
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Supermarket Perimeter - August 2022

Table of Contents for the Digital Edition of Supermarket Perimeter - August 2022

Supermarket Perimeter - August 2022 - Intro
Supermarket Perimeter - August 2022 - INLINEa
Supermarket Perimeter - August 2022 - INLINEb
Supermarket Perimeter - August 2022 - 1
Supermarket Perimeter - August 2022 - 2
Supermarket Perimeter - August 2022 - 3
Supermarket Perimeter - August 2022 - 4
Supermarket Perimeter - August 2022 - 5
Supermarket Perimeter - August 2022 - 6
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