inStore - July/August 2014 - 39

the super bowl

The day of the big game is the most popular grilling
day of winter with 62% of owners grilling out.
According to Harris Interactive's "Supervalu Snack Down Survey," some
fans will be including some non-traditional football fare for the big game
such as apple slices, Chinese food, and macaroni and cheese. Even
though it might be chilly in your part of the country, don't forget about the
grillers. Hearth Barbeque & Patio Association reports that the day of the
big game is the most popular grilling day of winter with 62% of owners
grilling out, even if it means shoveling snow out of the way.

How to promote
"At-home viewing is an opportunity for grocery stores and other
retailers selling food and beverage items," says James Russo, vice president, Global Consumer Insights at Nielsen. "The consumer is in control,
now more than ever, and how food and beverage retailers demonstrate
value and innovation to capture consumer spending for big at-home
viewing is critical."
First address getting customers to know what you have to offer and
then encourage them to purchase all they need. Grocery stores need
to promote and sell more than just the food and beverages. One way
retailers and vendors can take advantage of this huge promotional
period is through large off-shelf displays and themed end-caps. A giant
football sculpted out of stacked soda cases, a pop-up of this year's
favorite player positioned over a display of chips and salsa are go-to
strategies. This type of visual marketing can go a long way to enticing
customers to buy.
End caps and displays with souvenirs, T-shirts, caps, buttons, blankets,
and bumper stickers can all be used as a way of getting customers into
the store. Discounting souvenir prices if customers buy a minimum
dollar amount of their core products gives retailers an easy way to
increase dollar amounts per ticket

Although the usual football fare still reigns supreme for parties centered
on the big game, don't forget that today's American shopper continues
to shop more and more for healthier options. Snacks like raw vegetables, raw unprocessed nuts, olives and all things labeled as "natural" or
"healthy" will attract a good portion of shoppers.
Promote and display as far out from the big game as you're comfortable
with. Get it into the minds of shoppers that your store is the party destination for game day parties and give them enough time to spread the
word to friends, family and other shoppers. This will also provide the
opportunity to encourage customers to pre-order everything they need
for convenient and early pick up.

Sampling with displays
In-store sampling can also give retailers an edge. Offering a sample of a
new dip or a heat-and-serve chicken wing appetizer can take shoppers'
party planning from stressful to simple, all the while lifting sales.
Both strategies of off-shelf displays and sampling have a proven track
record. According to the Grocery Manufacturer's Association, off-shelf
displays are one of the best ways to build brand awareness. And both
instore sampling and off-shelf displays are amongst the most effective
strategies for trial and purchase amongst consumers. Research also
shows that shoppers who sample spend about 34% more that day in the
store compared to shoppers who don't.
Combining the two strategies can lead to greater results. According
to David Deal, Director of Global Brand Development for Interactions,
visible displays help people see the product and draw them over to
an event. "Displays visible from a distance lift sales for demonstration
events [like in-store sampling] by 32% on average," Deal says.

Snacks like raw vegetables will attract a good portion of shoppers.

instore * JUL + AUG 2014 * 39

inStore - July/August 2014

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