Progressive Grocer - October 2009 - (Page 100)

Grocery Touchdown Perimeter promotions can help grocers make their goal of healthy fourth-quarter sales, by tapping into the exciting run-up to the Super Bowl, as well as other fall and winter seasonal opportunities. By Bridget Goldschmidt Score an In-Store T he days have grown cooler now that autumn is upon us — and for grocers, the change in the weather is accompanied by a slew of promotional opportunities. With football season now in full swing and Super Bowl XLIV set for Feb. 7, 2010, in sunny Miami — not to mention the imminent approach of other autumn and winter occasions, sports-related or not — suppliers and grocers alike are working their marketing magic on gridiron fans and seasonal celebrators in a bid to boost end-of-year sales. • Progressive Grocer • October 2009 A H E A D O F W H AT ’ S N E X T Many food retailers create their own seasonal promotions, but Ring Bros. Marketplace really makes the most of its assets. The South Dennis, Mass.-based independent marks the changing seasons with tasteful, small-scale displays in its “limited and valuable” space. As general manager/director of marketing Donald G. Fallon explains: “[F]all colors will grace our housewares section, [and] we will feature products with apples, pumpkins and, of course, cranberries. We are located on Cape Cod, and cranberries are big here. As the Cranberry Festivals approach, we move those products to the forefront. We also incorporate seasonal ingredients into our cooking classes and demonstrations.” One of Ring Bros.’ biggest promotions of the year, however, is its Fall Festival of Wine and Food, slated for November. “It used to be held in October as [a] way to increase business during a traditionally slow month,” notes Fallon. “Last year, we moved it closer to Thanksgiving to Frito-Lay offers a family-oriented gridiron promo (see more online), while Hass Avocados tout their availability during football season. www.progressivegrocer.com http://www.progressivegrocer.com

Table of Contents for the Digital Edition of Progressive Grocer - October 2009

Progressive Grocer - October 2009