inStorebuyer - July 2012 - (Page 18)

2012 IDDBA Speaker Recap The 2012 Dairy-Deli-Bake speaker lineup offered insight and inspiration. by InStore Buyer Staff Drive deli/bakery sales Jack Li presents a few of the variables that impact consumer behavior at the deli/bakery and gives tips on what can be done to drive sales. According to Li, three things need to be addressed to ensure higher sales at the bakery/deli: better information, speed of service and a better perceived freshness. Seize the opportunity to convey information to customers through signage in the deli/bakery area which usually tends sparse and uninteresting. Include freshness indicators, ingredient statements and nutritionals in signage and labeling. “Don’t make customers wait,” Li says. If things at the deli/ bakery move more slowly than usual, customers will most likely walk away. Although customers are already in the store and shopping, they are not above moving on if the deli/bakery service is taking too long by their standard, an average of less than 10 minutes. For an easy remedy to the speed-of-service issue, pre-slice deli meats. Provide signage informing customers of the pre sliced meat’s freshness. Pre-sliced meats often give customers the idea that it has been sitting out and lacks freshness. Label meats and cheeses “sliced fresh this morning,” or “sliced fresh every hour,” to indicate freshness. JACK LI unique. You only need one HAROLD LLOYD of them to make your store a destination. For status as a “go-to” store, develop a signature product, a signature department or a signature service. You must make your signature item, department or service profitable to take full advantage of it. It cannot be a gimmick. Your store should achieve a “famous for” status through the signature or craveable “magnet” product, Lloyd says. He offers a few ways exist to make this happen. Look for an item with inexplicably high sales relative to marketing costs. Challenge managers to develop their own signature item; they know what sells. Tinker with an existing recipe and make a new own that is yours. Listen to the “buzz” something generates. Or offer employees $100 for information leading to the creation of a new item. Exploiting chaos Product magnetism According to Harold Lloyd, 10 factors impact a customer’s decision to shop at your supermarket. The first three consist of location, location and location. The next four follow in order cleanliness, price, freshness and convenience. The remaining three consist of the “you factors.” These things make your store In all industries, innovation starts by observing customers, according to Jeremy Gutsche, founder of www.TrendHunter.com. Forget focus groups, survey and interviews. To be truly successful, you must interact with your customers, observe how they use products and watch their purchases. Remember, Gutsche cautions, situational framing dictates outcome. To illustrate this point, he shares the story of a recent JEREMY GUTSCHE | 18 | inStorebuyer | July 2012 | http://www.TrendHunter.com

Table of Contents for the Digital Edition of inStorebuyer - July 2012

inStorebuyer - July 2012
Editor's Note - The Future Looks Bright
Table of Contents
Front Line News - Eckrich Partners with Famed Petty 43 at Kentucky Speedway
Front Line News - Films Debut at Whole Foods Market’s Film Festival
Front Line News - Smart Balance Completes Purchase of Udi’s
Front Line News - Mollie Stone’s Named Outstanding Specialty Retailer
12 Tips to Hiring a Good Manager
Innovation Lights The Way
Cake Boss-inspired Cakes from Dawn
2012 IDDBA Speaker Recap
Sprouting Wings
Tasty, Healthy and Convenient
Product Trends
Easy, Innovative and Artisan
Ergonomic Equipment Steals the Show
Product Showcase
Marketplace Network
Ad Index

inStorebuyer - July 2012