Supermarket Perimeter - September 2020 - 52

Fresh produce has
an enormous impact on
grocery. It's the No. 1 reason
why people shop one store
over another. It not only
generates big sales, it's also
a basket and trip driver."
Anne-Marie Roerink, 210 Analytics

52 - SEPTEMBER 2020

For the first time ever in a Power of Produce study, instore signage
topped print circulars as the top way to advertise sales in the fresh
produce department. But while instore signage is growing in
importance, it also must be done, Roerink said, in such a way that it
doesn't detract from the product itself.
"Visual beauty is very important for produce," she said. "How do
you do the ad without cluttering the department, without creating the
'NASCAR effect?'"
Print circulars may have lost their spot at the top, but they are still
crucial, according to FMI and 210 Analytics. For many retailers, they
drive 15-17% of fresh produce sales every week.
"The biggest spenders in produce are still boomers, so walking away
from circulars is something retailers want to consider very carefully,"
Roerink said.
Millennials, not surprisingly, lean much more heavily digital, so
retailers must up their efforts there, as well.
"Digital circulars, email, apps - (use of them) is much higher among
millennials, so that will be very important going forward," she said.
Whether it's print circulars, instore signage, social media or other
media, an integrated marketing campaign is key for retailers, Roerink
said - delivering the same message across multiple platforms.
In addition to promoting fresh produce on-ad, other great ways
to boost category sales, Roerink said, include selling items in season,
creating eye-catching displays and sampling.
Fifty-nine percent of consumers said having seasonal produce to
choose from can prompt an unplanned purchase. The importance of

supermarketperimeter.com

SOURCE - STOCK.ADOBE.COM, 210 ANALYTICS

Produce: Power of Produce 2020

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

Supermarket Perimeter - September 2020

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

Supermarket Perimeter - September 2020 - 1
Supermarket Perimeter - September 2020 - 1
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