instore - January 2016 - (Page 14)
merchandising
merchandising
madness
By Bob Sims
H
igh-profile sporting events present great opportunities for supermarkets to maximize sales in the bakery and deli departments. The
fact that American consumers will always love big-time sports is
great news for supermarkets because these events happen multiple times a
year. One of the biggest occurs during the month of March.
Last year's NCAA Men's Basketball Tournament had the highest number
of viewers in 22 years with an average of 11.3 million total viewers (12.7
million in 1993), up eight percent from the previous year (10.5 million).
The Sweet 16 posted the highest numbers since the tournament began
its current television format in 1991 with a 30 percent increase in Nielsen
metered market ratings over 2014.
Skogen's Festival Foods in DePere, WI, knows that the tournament brings
in added sales. "The biggest lift we see in bakery are the creative items
our decorators come up with to promote the tournament," says Joe
Drust, senior bakery director at Festival Foods.
Tip Off
Shopping in the deli and bakery tend to spike shortly before the tournament begins and if you've got a local team competing, it's best practice to
ready yourself on time. At Skogen's Festival Foods, the deli prepares three
to seven days before the tournament depending on when the store puts
out its newest ads, says Lars Batzel, senior deli director. Festival's bakery
operates in the same manner. "We promote local teams right out of the
gate," Drust says. "Our best practice is to have our game day merchandiser
up three days prior to game day." Work with your suppliers to make sure
everything you need arrives in time to prepare and set up.
14 * JANUARY 2016 * instore
Festival Foods uses a stand alone merchandiser to catch the eyes of
consumers and promote multiple products in one place.
Both Drust and Batzel rely on large eye-catching displays placed in
strategic positions within the store. They add signage and balloons
with the NCAA's logo to really get the attention of shoppers. "The
Table of Contents for the Digital Edition of instore - January 2016
instore - Jan + Feb 2016
Editor's Note - Gourmet Domination
Table of Contents
News - On Our Radar
Product Spotlight - Breads and Rolls
Product Knowledge - Fresh on the Side
Merchandising - Merchandising Madness
Comissary Insider - Insight Insider: From small scale to big time
Research and Development: Packing in the Protein
Food Safety: Ready For FSMA 2016
Vacuum Food Packaging: Choosing the Right Solution
Dips and Spreads Spotlight: Hummus Still the King
Technology: Sous Vide
Cover Story - Time to Shine
Specialty Insights - Single-Serve Cheese
Equipment & Packaging - Interest Increasing
Product Trends
Product Showcase
Ad Index
instore - January 2016
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