Supermarket Perimeter - January 2022 - 30

Bakery
IMPULSE
SALES
BY ANDY NELSON
INCREASING IMPULSE SALES IN THE INSTORE BAKERY IS MORE
THAN JUST DELIVERING PRODUCTS CONSUMERS WANT. The
most successful retailers also create experiences that connect with
consumers on a deeper level - and keep them coming back for that
all-important repeat visit.
" I think the key for the instore bakery is about providing the
experience, rather than just the function, " said Paul Baker, founder
of Manchester, England-based St Pierre Bakery. " For shoppers, it's
emotional more than practical and that's why it carries such great
opportunities for retailers to drive impulse purchase, away from the
grocery aisle. "
The grocery deli is where shoppers go for premium, quality products,
Baker said. Once they're in the perimeter, they often wander next door
to the instore bakery area because it delivers that experience of freshmade
bread and baked goods that can't be beat.
30 - JANUARY 2022
It's that setting, he said, that has secured St Pierre on-shelf standout
and a point of difference.
" We're a branded but quality product sitting in the grocery deli, offering
new ways for consumers to experience great bakery. From our Eiffel
tower stands that communicate our heritage to our inclusion in rustic
bakery baskets, we help deliver an instore experience that doesn't require
any on-site bakers - perfect for the premium snacking opportunities. "
That, he added, is how the perimeter will draw consumers back in
a post-COVID environment. By highlighting authenticity, cross-selling
with the breakfast, brunch and snacking occasion products and clever
merchandising, suppliers like St Pierre are able to provide the tools for
retailers to maximize sales and basket spend - sorely needed in the
aftermath of a global pandemic.
St Pierre's innovative Eiffel Tower display stands have been proven to
increase sales by more than 50%, Baker said, and the company is looking
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Supermarket Perimeter - January 2022

Table of Contents for the Digital Edition of Supermarket Perimeter - January 2022

Supermarket Perimeter - January 2022 - Intro
Supermarket Perimeter - January 2022 - kevins1
Supermarket Perimeter - January 2022 - kevins2
Supermarket Perimeter - January 2022 - 1
Supermarket Perimeter - January 2022 - 2
Supermarket Perimeter - January 2022 - 3
Supermarket Perimeter - January 2022 - 4
Supermarket Perimeter - January 2022 - 5
Supermarket Perimeter - January 2022 - 6
Supermarket Perimeter - January 2022 - 7
Supermarket Perimeter - January 2022 - 8
Supermarket Perimeter - January 2022 - 9
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Supermarket Perimeter - January 2022 - 11
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Supermarket Perimeter - January 2022 - 13
Supermarket Perimeter - January 2022 - 14
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