Supermarket Perimeter - July 2020 - 48

Seafood

MERCHANDISING
THE RIGHT MERCHANDISING can make all the difference when it
comes to selling fresh seafood. Service case vs. self-serve is just the
beginning.
Bensenville, Ill.-based Fortune Fish & Gourmet has in-house
merchandisers that visit stores regularly and support many of the
company's customers at store level and suggest proper merchandising,
said Stacy Schultz, Fortune's director of marketing and sustainability
coordinator.
Not all customers ask for the service, however. Some have their own
plan and know the best way to merchandise their stores based on sales
data, Schultz said.
When it comes to best practices for packaged seafood, one key is
sufficient brand exposure.
"More than one SKU is suggested, so the brand is well represented,"
Schultz said.
For seafood sold from the fresh counter, Fortune recommends color
flow in the case and a variety of fresh fish and shellfish that includes
48 - JULY 2020

seasonal items. And remember to separate the shellfish from the finfish.
Packaging also plays a crucial role in the effective merchandising of
seafood in the retail perimeter, Schultz said.
"Packaging can tell the story of the product, along with promoting
clean ingredients and sustainable sourcing. Web links or QR codes on
the packaging can be added to the packaging to provide recipes."
Another key to good merchandising: don't cut corners.
"Some retailers look to cut cost and offer subpar product in order to
hit margin, but they don't realize that they're not locking in long-term
repeat business when the consumer doesn't have great experience with
it at home."
Fortune also recommends customers buy whole fish and cut it
inhouse, if possible - pre-cut fish can have a shorter shelf life.
Fortune's mix of service-case and self-serve is about half and half,
Schultz said. But there's no mistaking which way the industry is trending.
"Self-serve is obviously on the rise due to Covid-19," she said. "Selfserve reduces the need for counter staff and handling of the seafood."

supermarketperimeter.com

FORTUNE

BY ANDY NELSON


http://www.supermarketperimeter.com

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