Supermarket Perimeter - July 2019 - 8

Blurring
boundaries
Cross-merchandising heats up
in the grocery perimeter
BY ANDY NELSON

8 - JULY 2019

Equipment's central role
With more and more grocery retailers looking to provide today's
consumers with a one-stop shopping experience, cross merchandising in the fresh perimeter and throughout the store is seeing a
big increase, says Joe McAuliffe, dealer sales manager for Milwaukee-based equipment manufacturer Hatco Corp.
"We definitely see a lot more of that beginning to happen," he
says. "When people go through the store to get their groceries
today, there are a lot more food options available to them. Retailers
are trying to create areas where multiple things get done. Instead of
shopping at the grocery, then going to a QSR if they don't feel like
cooking after shopping, they can do everything under one roof."
Wood-fired pizzas, sushi bars, wing bars, kiosks with induction
cookers, carving stations - the number of prepared food options
goes on and on, McAuliffe says, and cross-merchandising plays
a central role in combining items from throughout the store in
creative ways.
"A lot of what we're seeing is in the prepared foods arena," he
says. "A lot of our holding cabinets are used in those platforms.
New humidified holding cases with glass all around and on the
top put the emphasis on the food and help with those point of sale
target audiences."
Heated shelves, strip heaters and other merchandisers also are
perfect for cross-merchandising and spotlight foods to make them
for enticing for impulse purchases, he adds.

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C

ross-merchandising in the grocery perimeter is hardly a
novel concept.
For as long as there have been supermarkets, there have
been creative store managers who have sought to build bridges
between the "silos" of their individual departments.
Instore bakery breads and buns for instore deli meats and
cheeses? Check. Fresh produce finding its way to the salad bar and
into soups and other prepared foods products in the grocerant? A
no-brainer.
Turkey with fresh cranberries at Thanksgiving? Well, duh.
Sometimes, however, those efforts have been impeded by that
same silo approach, in which one perimeter department's gains
are seen to come at the expense of another department. If the
instore bakery manager is judged by the sales of his department
alone, he's likely to be less inclined to let his products drift over into
deli - even if they make more sense cross-merchandised from deli
products.
What's becoming more and more clear, however, is that the
grocers of today can't afford to have that kind of us-versus-them
mentality. In the battle to stay relevant in the digital age, the supermarkets that thrive are those that find new creative opportunities
to offer their consumers convenience and variety in a way their
competition doesn't.
And cross-merchandising within the perimeter is one of the top
ways of doing just that.


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Supermarket Perimeter - July 2019

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

Supermarket Perimeter - July 2019
Editor's Note - Easy does it
Contents
The Wire - Urban consumers shop the perimeter, want delivery
Foods with snacking claim on the rise
Affluent shoppers shaping supermarkets’ future
Blurring boundaries
THE IMPORTANCE OF TAKING RISKS
Clean confusion
A CLEAN WRAP
OLD SWEETENERS, NEW TRENDS
Now trending
TECHNOLOGY, PRODUCTS and PEOPLE: the future of perimeter deli and bakery
Bakery - 5 ways to capture the premium bakery customer
Dessert cakes
Deli - Labor-saving equipment
Specialty cheese
Unexpected pairings
Produce - Fresh renaissance
Fresh-cut pear breakthrough
Tropicals
Meat & Poultry - Customer service
Pork
TRENDING FOR SUMMER, TRENDING YEAR-ROUND
Seafood - Merchandising
Food Safety - Equipment sanitizing
STAINLESS STEEL CARE
Comissary Insider July 2019 - AUDITS
SPOTLIGHT - DELI SIDES & SALADS
BULK UP
PACKAGING - PORTABLE SUCCESS
R&D - FRUITS AND NUTS
BLUE DIAMOND EXPANDING
Product Showcase
Advertisers
Fresh Takes
Supermarket Perimeter - July 2019 - Supermarket Perimeter - July 2019
Supermarket Perimeter - July 2019 - Supermarket Perimeter - July 2019
Supermarket Perimeter - July 2019 - 2
Supermarket Perimeter - July 2019 - Editor's Note - Easy does it
Supermarket Perimeter - July 2019 - Contents
Supermarket Perimeter - July 2019 - 5
Supermarket Perimeter - July 2019 - Affluent shoppers shaping supermarkets’ future
Supermarket Perimeter - July 2019 - 7
Supermarket Perimeter - July 2019 - Blurring boundaries
Supermarket Perimeter - July 2019 - 9
Supermarket Perimeter - July 2019 - THE IMPORTANCE OF TAKING RISKS
Supermarket Perimeter - July 2019 - 11
Supermarket Perimeter - July 2019 - Clean confusion
Supermarket Perimeter - July 2019 - 13
Supermarket Perimeter - July 2019 - 14
Supermarket Perimeter - July 2019 - OLD SWEETENERS, NEW TRENDS
Supermarket Perimeter - July 2019 - 16
Supermarket Perimeter - July 2019 - 17
Supermarket Perimeter - July 2019 - Now trending
Supermarket Perimeter - July 2019 - TECHNOLOGY, PRODUCTS and PEOPLE: the future of perimeter deli and bakery
Supermarket Perimeter - July 2019 - 20
Supermarket Perimeter - July 2019 - 21
Supermarket Perimeter - July 2019 - Bakery - 5 ways to capture the premium bakery customer
Supermarket Perimeter - July 2019 - 23
Supermarket Perimeter - July 2019 - Dessert cakes
Supermarket Perimeter - July 2019 - 25
Supermarket Perimeter - July 2019 - Deli - Labor-saving equipment
Supermarket Perimeter - July 2019 - 27
Supermarket Perimeter - July 2019 - 28
Supermarket Perimeter - July 2019 - Specialty cheese
Supermarket Perimeter - July 2019 - Unexpected pairings
Supermarket Perimeter - July 2019 - 31
Supermarket Perimeter - July 2019 - Produce - Fresh renaissance
Supermarket Perimeter - July 2019 - 33
Supermarket Perimeter - July 2019 - Fresh-cut pear breakthrough
Supermarket Perimeter - July 2019 - 35
Supermarket Perimeter - July 2019 - Tropicals
Supermarket Perimeter - July 2019 - Meat & Poultry - Customer service
Supermarket Perimeter - July 2019 - 38
Supermarket Perimeter - July 2019 - 39
Supermarket Perimeter - July 2019 - 40
Supermarket Perimeter - July 2019 - 41
Supermarket Perimeter - July 2019 - 42
Supermarket Perimeter - July 2019 - 43
Supermarket Perimeter - July 2019 - Pork
Supermarket Perimeter - July 2019 - Seafood - Merchandising
Supermarket Perimeter - July 2019 - 46
Supermarket Perimeter - July 2019 - 47
Supermarket Perimeter - July 2019 - Food Safety - Equipment sanitizing
Supermarket Perimeter - July 2019 - 49
Supermarket Perimeter - July 2019 - 50
Supermarket Perimeter - July 2019 - STAINLESS STEEL CARE
Supermarket Perimeter - July 2019 - 52
Supermarket Perimeter - July 2019 - Comissary Insider July 2019 - AUDITS
Supermarket Perimeter - July 2019 - 54
Supermarket Perimeter - July 2019 - SPOTLIGHT - DELI SIDES & SALADS
Supermarket Perimeter - July 2019 - 56
Supermarket Perimeter - July 2019 - BULK UP
Supermarket Perimeter - July 2019 - PACKAGING - PORTABLE SUCCESS
Supermarket Perimeter - July 2019 - 59
Supermarket Perimeter - July 2019 - 60
Supermarket Perimeter - July 2019 - R&D - FRUITS AND NUTS
Supermarket Perimeter - July 2019 - 62
Supermarket Perimeter - July 2019 - BLUE DIAMOND EXPANDING
Supermarket Perimeter - July 2019 - Product Showcase
Supermarket Perimeter - July 2019 - Advertisers
Supermarket Perimeter - July 2019 - Fresh Takes
Supermarket Perimeter - July 2019 - 67
Supermarket Perimeter - July 2019 - 68
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