Supermarket Perimeter - January 2020 - 18

STRATA COMPANY'S 5 STRATEGIES FOR
SEASONAL CAMPAIGN SUCCESS
more. By expanding your in-store marketing efforts,
you can encourage customers to spend more and try
new products during their visit.

Apply your seasonal strategy
through products and events. For
example, say you're a large supermarket chain competing for a small independent grocery store's organic product buyers.
Consider creating a dual promotion for organic
produce and natural cleaning products in time for the typical
"spring cleaning."

For instance, a customer may enter your store with
the intent of just picking up some cereal and paper
towels. Consider this an opportunity to spark interest in
different categories and inspire the shopper to buy more,
say, seasonal items from the deli department. Display signs
in other parts of the store, create seasonal displays at endcaps, or have employees offer free samples to encourage
shoppers to think seasonal or try new items.
EMPLOY MULTI-CHANNEL INTEGRATION
According to MarketTrack, providing a compelling social
or digital component to your product marketing can be
the unique point of differentiation that drives repeat
purchase.

MAKE IT PERSONAL
Personalization, relevance and timeliness are all critical in
today's competitive environment. You can break through the
clutter by connecting with your audience on a personal level
with data-driven marketing that is not only creative, but relevant to your target. The more specific you make it, the better
your results will be.

"The use of email and social media has become more
prominent among retailers during all holiday periods,
including Grocery stores during key food holidays. Within
MarketTrack's email and social panels for Grocery stores,
email volume in the three weeks leading up to Easter 2013
was up nearly 20%, while social product promotions were up
almost 110% from 2012."

The 2014 U.S. Supermarket Experience Study conducted by
the Retail Feedback Group revealed that creating engagement between shoppers and their supermarket is key to trip
satisfaction, store shopping enjoyment and willingness to
recommend. This can be leveraged through such encounters
as a positive check-out experience, in-aisle engagement and
active problem solving by employees.

Running a radio ad for Mother's Day promotions? Consider
creating an email campaign or direct mailer with the same
offer and messaging. Have your promotions run frequently
throughout the season. With the seasons come holidays and
shoppers are often busier than usual so you'll want to be
sure your messages break through. The more frequency you
employ in your communications the more opportunity for
greater lift in sales.

In addition, the findings suggest that
leveraging social media is an effective way to build and strengthen
loyalty and shopper connections leading up to, between,
and following grocery trips.
PLACEMENT
Be sure your offers and
promotions are highly
visible throughout the store
to encourage
shoppers to buy
18 - JANUARY 2020

THINK LOCAL
According to Packaged Facts, locally grown and produced
foods are experiencing surging consumer demand. In fact,
its reports say local foods generated $11.7 billion in sales in
2014, or 1.8% of total retail sales of foods and beverages. As
farmers' markets continue to grow in popularity, people are
increasingly into experiencing the seasons through buying
in-season produce and supporting local farmers. Here are a
couple of ways you can capitalize on this to attract "locally
grown" inspired customers. Think local by expanding the
selection of locally produced and grown food. Host a seasonal
event such as a harvest festival or spring plant sale featuring
local farmers.

www.supermarketperimeter.com

ARDEAA - STOCK.ADOBE.COM

DIFFERENTIATE
In order to succeed in
today's crowded supermarket
space, it's critical that you know
your audience and competitors well.
Then you can align promotions to your
customers buying habits and preferences
where your competition
isn't.


http://STOCK.ADOBE.COM http://www.supermarketperimeter.com

Supermarket Perimeter - January 2020

Table of Contents for the Digital Edition of Supermarket Perimeter - January 2020

Supermarket Perimeter - January 2020
Editor's Note: The future of baking, now
Contents
The wire
Gen Z
Making memories
Bakery: Boosting impulse sales
Bakery: Sampling
Deli & Prepared Foods: Cross-merchandising cheese
Meat & Poultry: Case ready meats
Meat & Poultry: Natural meats
Produce: Instore juicers
Produce: Organics
Seafood: Salmon
Food Safety: Meat
Commissary Insider
Classifieds
Ad index
Fresh takes
Supermarket Perimeter - January 2020 - Supermarket Perimeter - January 2020
Supermarket Perimeter - January 2020 - Supermarket Perimeter - January 2020
Supermarket Perimeter - January 2020 - 2
Supermarket Perimeter - January 2020 - Editor's Note: The future of baking, now
Supermarket Perimeter - January 2020 - Contents
Supermarket Perimeter - January 2020 - 5
Supermarket Perimeter - January 2020 - The wire
Supermarket Perimeter - January 2020 - 7
Supermarket Perimeter - January 2020 - Gen Z
Supermarket Perimeter - January 2020 - 9
Supermarket Perimeter - January 2020 - 10
Supermarket Perimeter - January 2020 - 11
Supermarket Perimeter - January 2020 - 12
Supermarket Perimeter - January 2020 - 13
Supermarket Perimeter - January 2020 - Making memories
Supermarket Perimeter - January 2020 - 15
Supermarket Perimeter - January 2020 - 16
Supermarket Perimeter - January 2020 - 17
Supermarket Perimeter - January 2020 - 18
Supermarket Perimeter - January 2020 - 19
Supermarket Perimeter - January 2020 - Bakery: Boosting impulse sales
Supermarket Perimeter - January 2020 - 21
Supermarket Perimeter - January 2020 - 22
Supermarket Perimeter - January 2020 - 23
Supermarket Perimeter - January 2020 - Bakery: Sampling
Supermarket Perimeter - January 2020 - 25
Supermarket Perimeter - January 2020 - Deli & Prepared Foods: Cross-merchandising cheese
Supermarket Perimeter - January 2020 - 27
Supermarket Perimeter - January 2020 - 28
Supermarket Perimeter - January 2020 - 29
Supermarket Perimeter - January 2020 - 30
Supermarket Perimeter - January 2020 - 31
Supermarket Perimeter - January 2020 - Meat & Poultry: Case ready meats
Supermarket Perimeter - January 2020 - 33
Supermarket Perimeter - January 2020 - 34
Supermarket Perimeter - January 2020 - 35
Supermarket Perimeter - January 2020 - Meat & Poultry: Natural meats
Supermarket Perimeter - January 2020 - 37
Supermarket Perimeter - January 2020 - 38
Supermarket Perimeter - January 2020 - 39
Supermarket Perimeter - January 2020 - Produce: Instore juicers
Supermarket Perimeter - January 2020 - 41
Supermarket Perimeter - January 2020 - Produce: Organics
Supermarket Perimeter - January 2020 - 43
Supermarket Perimeter - January 2020 - 44
Supermarket Perimeter - January 2020 - 45
Supermarket Perimeter - January 2020 - Seafood: Salmon
Supermarket Perimeter - January 2020 - 47
Supermarket Perimeter - January 2020 - 48
Supermarket Perimeter - January 2020 - 49
Supermarket Perimeter - January 2020 - 50
Supermarket Perimeter - January 2020 - 51
Supermarket Perimeter - January 2020 - Food Safety: Meat
Supermarket Perimeter - January 2020 - 53
Supermarket Perimeter - January 2020 - 54
Supermarket Perimeter - January 2020 - 55
Supermarket Perimeter - January 2020 - 56
Supermarket Perimeter - January 2020 - Commissary Insider
Supermarket Perimeter - January 2020 - 58
Supermarket Perimeter - January 2020 - 59
Supermarket Perimeter - January 2020 - 60
Supermarket Perimeter - January 2020 - 61
Supermarket Perimeter - January 2020 - 62
Supermarket Perimeter - January 2020 - 63
Supermarket Perimeter - January 2020 - Classifieds
Supermarket Perimeter - January 2020 - Ad index
Supermarket Perimeter - January 2020 - Fresh takes
Supermarket Perimeter - January 2020 - 67
Supermarket Perimeter - January 2020 - 68
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