Supermarket Perimeter - January 2019 - 34

Deli: Seasonal merchandising

AVOIDING REPETITION
It's easy to fall into the
same seasonal merchandising themes year
after year.

best idea, says Carrie
Walters, corporate
chef for Dorothy
Lane Market.

For January, it can be
tempting to rely on
pushing lighter and
healthier foods. That
might not always be the

Walters writes a story
for the company's
monthly marketing
magazine. "It used to be
the marketing team do-

ing it and every January
was always focused on
healthy because everyone is supposedly on a
diet," she says. "Well,
we sell really good food.
We sell food that's
made with butter and
cream and all that other
stuff. We do sell diet

food, but it's not our
main thing. We sell food
that tastes really good."
So now, Dorothy Lane
doesn't put too much
emphasis on healthier
foods in January. For

Communication is key

Local is the new seasonal

The best way to ensure successful interdepartmental cooperation in seasonal merchandising isn't complicated.
It just might take a little time out of your schedule every
other week or so.
"We have to meet every other week," Walters says.
"We have a merchandising meeting with the marketing
team, all the department directors, and we sit sown
with a calendar and discuss everything. What's on sale,
what's going on seasonally, who's got what going on. We
brainstorm together and leave that meeting, ideally, with
a clear idea of what we're doing and promoting."
That inter-departmental communication in turn
boosts the store's communication with its customers.
"We plan that out and that merchandising meeting kind
of helps forecast a month's worth of what's going on,"
Walters says.
That helps Dorothy Lane's marketing department
send out a Fresh News email blast to approximately
16,000 shoppers who carry the company's loyalty card.
The newsletter showcases what's new that week, whether
it's a new product, a new cooking class or an announcement that seasonal chestnuts are now in the store.
"We're telling them, 'Hey, come on in this week and
see what all's going on and what has changed even from
just last week," Walters says.
That seasonal storytelling can be expanded upon.
Walters writes a weekly blog that's attached to the
newsletter. Ideally, she says, everything is tied together
and a theme runs throughout all of the consumer-facing
materials.
"I can randomly write whatever I want, but if I'm
smart, I'll find out from that meeting what's going on
and I can share a recipe or memory that ties together,"
Walters says. "Then it presents the look that we're all
talking about the same thing and we're all on the same
page. It's not all this random stuff like 'Ribeye steaks are
on sale, plus we're roasting chestnuts!'"

When planning on seasonal
merchandising directions, it
might be best to look at what
local suppliers are telling you.
"We are focused on quality
and local products," Hardin says.
"At key times throughout the
year we have tremendous success around holidays and other
food-focused events, such as
game days or Father's Day BBQs,
as well as seasonally abundant produce or fish."
What New Season's local growers and suppliers are
offering greatly shapes what the company merchandises in its prepared foods departments. That turns into
themes that run throughout the perimeter.
"This time of year is also exciting for merchandising
within and outside of the department, creating program
themes in our hot bar, Grab & Go, Chef's Case and our
Made to Order program," Hardin says.
Dorothy Lane now runs its own Community
Supported Agriculture program and takes cues from the
ripening of local produce, broadcast when the first asparagus or artichokes are available. That then turns into
merchandising cues for other departments. When swiss
chard is in season, for example, shoppers are greeted at
the display with recipe ideas and more. "It helps create
a sort of relationship with the customer and the local
food," Walters says.
That relationship is expanded upon with an annual
dinner, hosted by Dorothy Lane. Shoppers can buy tickets for the family style dinner, while the company's local
farming partners are offered a seat for free.
"Everyone sits together, and all the food comes out
on a big platter," Walters says. "The farmers get to know
one another, and our customers get to know who is
growing their potatoes or corn or asparagus."

34 - JANUARY 2019

www.supermarketperimeter.com

this year's first 2019
issue, for example,
Walters is focusing on
duck and wild game.
"That never would have
been a focus in January
before," she says. "You
have to adapt."

Bring convenience to the
forefront with inventive
displays that make it
easy for consumers
to celebrate with their
families and friends during
holiday gatherings.


http://www.supermarketperimeter.com

Supermarket Perimeter - January 2019

Table of Contents for the Digital Edition of Supermarket Perimeter - January 2019

Supermarket Perimeter - January 2019
Editor's Note - More of a good thing
Contents
The wire
Ready to run
YOUTH MOVEMENT
From passion to profits
Bakery - Natural ingredients
Pastries
Deli - Seasonal merchandising
Snacking cheeses
Meat & Poultry: Dietary callouts
Flavor enhancers
Produce: Brand power
Leafy greens
Seafood: Sustainable gains
Food safety - Equipment innovations
Commissary Insider
FOOD SAFETY - FACILITY DESIGN
PRODUCT CATEGORY SPOTLIGHT - SANDWICHES
PACKAGING - SINGLE-SERVE PACKAGING
R&D - CLEANING AND SANITIZING
Product Showcase
Advertisers
Fresh takes
Supermarket Perimeter - January 2019 - Supermarket Perimeter - January 2019
Supermarket Perimeter - January 2019 - Supermarket Perimeter - January 2019
Supermarket Perimeter - January 2019 - 2
Supermarket Perimeter - January 2019 - Editor's Note - More of a good thing
Supermarket Perimeter - January 2019 - Contents
Supermarket Perimeter - January 2019 - 5
Supermarket Perimeter - January 2019 - The wire
Supermarket Perimeter - January 2019 - 7
Supermarket Perimeter - January 2019 - 8
Supermarket Perimeter - January 2019 - 9
Supermarket Perimeter - January 2019 - 10
Supermarket Perimeter - January 2019 - Ready to run
Supermarket Perimeter - January 2019 - 12
Supermarket Perimeter - January 2019 - 13
Supermarket Perimeter - January 2019 - YOUTH MOVEMENT
Supermarket Perimeter - January 2019 - 15
Supermarket Perimeter - January 2019 - 16
Supermarket Perimeter - January 2019 - 17
Supermarket Perimeter - January 2019 - 18
Supermarket Perimeter - January 2019 - 19
Supermarket Perimeter - January 2019 - From passion to profits
Supermarket Perimeter - January 2019 - 21
Supermarket Perimeter - January 2019 - 22
Supermarket Perimeter - January 2019 - 23
Supermarket Perimeter - January 2019 - Bakery - Natural ingredients
Supermarket Perimeter - January 2019 - 25
Supermarket Perimeter - January 2019 - 26
Supermarket Perimeter - January 2019 - 27
Supermarket Perimeter - January 2019 - Pastries
Supermarket Perimeter - January 2019 - 29
Supermarket Perimeter - January 2019 - 30
Supermarket Perimeter - January 2019 - 31
Supermarket Perimeter - January 2019 - Deli - Seasonal merchandising
Supermarket Perimeter - January 2019 - 33
Supermarket Perimeter - January 2019 - 34
Supermarket Perimeter - January 2019 - 35
Supermarket Perimeter - January 2019 - Snacking cheeses
Supermarket Perimeter - January 2019 - 37
Supermarket Perimeter - January 2019 - 38
Supermarket Perimeter - January 2019 - 39
Supermarket Perimeter - January 2019 - Meat & Poultry: Dietary callouts
Supermarket Perimeter - January 2019 - 41
Supermarket Perimeter - January 2019 - 42
Supermarket Perimeter - January 2019 - 43
Supermarket Perimeter - January 2019 - Flavor enhancers
Supermarket Perimeter - January 2019 - 45
Supermarket Perimeter - January 2019 - 46
Supermarket Perimeter - January 2019 - 47
Supermarket Perimeter - January 2019 - Produce: Brand power
Supermarket Perimeter - January 2019 - 49
Supermarket Perimeter - January 2019 - 50
Supermarket Perimeter - January 2019 - 51
Supermarket Perimeter - January 2019 - Leafy greens
Supermarket Perimeter - January 2019 - 53
Supermarket Perimeter - January 2019 - 54
Supermarket Perimeter - January 2019 - 55
Supermarket Perimeter - January 2019 - Seafood: Sustainable gains
Supermarket Perimeter - January 2019 - 57
Supermarket Perimeter - January 2019 - 58
Supermarket Perimeter - January 2019 - 59
Supermarket Perimeter - January 2019 - Food safety - Equipment innovations
Supermarket Perimeter - January 2019 - 61
Supermarket Perimeter - January 2019 - 62
Supermarket Perimeter - January 2019 - 63
Supermarket Perimeter - January 2019 - 64
Supermarket Perimeter - January 2019 - FOOD SAFETY - FACILITY DESIGN
Supermarket Perimeter - January 2019 - 66
Supermarket Perimeter - January 2019 - 67
Supermarket Perimeter - January 2019 - PRODUCT CATEGORY SPOTLIGHT - SANDWICHES
Supermarket Perimeter - January 2019 - 69
Supermarket Perimeter - January 2019 - 70
Supermarket Perimeter - January 2019 - 71
Supermarket Perimeter - January 2019 - PACKAGING - SINGLE-SERVE PACKAGING
Supermarket Perimeter - January 2019 - 73
Supermarket Perimeter - January 2019 - 74
Supermarket Perimeter - January 2019 - 75
Supermarket Perimeter - January 2019 - R&D - CLEANING AND SANITIZING
Supermarket Perimeter - January 2019 - 77
Supermarket Perimeter - January 2019 - 78
Supermarket Perimeter - January 2019 - 79
Supermarket Perimeter - January 2019 - Product Showcase
Supermarket Perimeter - January 2019 - Advertisers
Supermarket Perimeter - January 2019 - Fresh takes
Supermarket Perimeter - January 2019 - 83
Supermarket Perimeter - January 2019 - 84
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