Supermarket Perimeter - October 2021 - 12

CHEESE BOARDS for the HOLIDAYS
This holiday season, the Dairy Farmers of Wisconsin is debuting 'The More
the Merrier,' a retail promotion aimed to help customers craft specialty
cheese boards.
Retailers that participate in the campaign will receive a display contest kit
that includes dry erase counter cards, case clings, blade signs, cheese board
standee, floor decals, in-case signs, t-shirts, hats, stickers and buttons.
Retailers will also receive digital and social promotional materials.
As the pandemic continues to impact merchandising techniques, Michelle
Trowbridge, director of retail channel marketing, stressed that it's important
for retailers to provide education and inspiration that increases shoppers'
confidence in how to serve and cook with specialty cheese.
Seasonal flavor favorites to zone in on include garlic and herbs, in addition to
a rise in sweet cheeses flavored with fruits and spices. The holiday season also
brings with it a lot of fun wine- and spirit-soaked cheeses.
Retailers should show their shoppers that it's easy to make beautiful things
with a cheese board. Trowbridge noted that a good cheese board includes
three to give cheeses with a variety of textures and styles.
" Everyone is missing family, friends and opportunities to celebrate together and
we expect to see increased sales as people are more comfortable gathering
and sharing meals together, " she said. " This holiday season, we will see people
getting together in real life to cherish what matters most including food. "
" What are other segments within the market doing that really makes
customers anticipate buying certain spices, when are they starting to
release those products, and what's the overall trend throughout the
economy? " Richard said. " Be vigilant about what people are buying,
what trends you're seeing, what people are sharing on social media. Get
to know your customer base. "
Take pumpkin spice, for example. Starbucks released its anticipated
PSL (pumpkin spice latte) in late August. Holiday flavors are showing up
earlier and earlier each year, and Richard stressed that retailers should
pay attention to what companies like Starbucks that belong to other
food industry segments are doing.
An assortment of seasonal products and events will reach different
customer demographics, Kneeland noted.
" For example, our Hatch Chili Pepper roasting is very popular with
foodies, " said Kneeland. " Marketing is a key tool to help get core
customers and expand the range of demographics into the stores. "
For Gelson's, every fresh department is vital in holiday planning and
promotional activities.
The bakery is a favorite for almost any event, while the meat and
seafood departments tend to shine during grilling season. Produce
takes the stage for seasonal fruits and vegetables, and the deli comes
12 - OCTOBER 2021
to the spotlight to help customers plan for holiday gatherings.
In the past, the retailer has used sampling to highlight seasonal
promotions, but amid the pandemic Gelson's created a sampler box that
goes out to top level rewards club members.
Retailers with strong private label portfolios should use that to their
advantage and focus on seasonal promotions that highlight those
private brands, pointed out Andrew Moberly, senior director of strategic
advisory for Stamford, Conn.-based Daymon Worldwide.
Private portfolios are specially positioned with the ability to easily
cross categories and departments to allow one brand to be the solution
for many consumer needs and occasions. Moberly noted that this can
be especially helpful in the curation of meals, gift baskets or celebration
packages that tie together multiple areas of the store by utilizing private
brand products.
" Private Brands need to be closely integrated with retailers' seasonal
promotions in order to continue driving store loyalty during the holiday
season, " Moberly said. " Unique limited time offer items as well as
seasonal, nostalgic and locally relevant flavors are ways to differentiate
yourself from your competition. Progressive retailers often leverage
both local and holiday flavors to put their own spin on the season in a
way that can be ownable and proprietary for them. "
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Supermarket Perimeter - October 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - October 2021

Supermarket Perimeter - October 2021 - Intro
Supermarket Perimeter - October 2021 - 1
Supermarket Perimeter - October 2021 - 2
Supermarket Perimeter - October 2021 - 3
Supermarket Perimeter - October 2021 - 4
Supermarket Perimeter - October 2021 - 5
Supermarket Perimeter - October 2021 - 6
Supermarket Perimeter - October 2021 - 7
Supermarket Perimeter - October 2021 - 8
Supermarket Perimeter - October 2021 - 9
Supermarket Perimeter - October 2021 - 10
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Supermarket Perimeter - October 2021 - 12
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