Supermarket Perimeter - July 2019 - 11

Build a
successful
display
To achieve success with crossmerchandising there are four
ingredients that are critical to
making your display work:
CORRELATION

Group together products that
are related in some way.
RELEVANCE

Create your product display
around a central theme. Cluttering it with unrelated products and no central theme
will only reduce its effectiveness as a marketing tool.
PERFORMANCE

After setting up any cross-merchandising display, pay close
attention to your sales in the
weeks and months to follow. If
it's not performing well, don't be
hesitant to make some changes.
PROFILING

like a customer. Ask yourself
- does this display make me
want to buy the product? If you
answered no, it's probably time
to re-think your product display.
Source: FreshSource LL

Cross-merchandising
at the perimeter of the store
is important in a world
where shoppers are busy and
looking for solutions. It's an
opportunity to sell more,
while helping customers
put ingredients together
to solve a meal or food
preparation need in a part
of the store that typically
generates more proﬁt."
Brian Numainville, principal,
Retail Feedback Group

Hatco merchandisers
provide versatility,
with units that can
showcase both hot
and cold products.

Going mobile
Another great way to up
your cross-merchandising game in the fresh
perimeter is through the
use of mobile refrigerated
merchandisers, Proctor
says. With the versatility of
being able to easily move
from one place to another,
mobile units open up all
kinds of opportunities to
support any holiday, season or venue.
"The key is keeping the
mobile merchandiser in
a small footprint, such as
a 2 ft or 3 ft case length,"
Proctor says. "This makes
it very easy to maneuver
into place and not take up
too much retail space."
A mobile merchandiser
like Dover's "plug and go"
Food Retail HSC case can
help tell a seasonal merchandising story and make
the shopper feel "captivated in the present" by
having the opportunity to
shop a variety of products,
Proctor says.
"Just think of the
possibilities that could
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be created with one
or multiple mobile
merchandisers," she says.
"It could transform any
department."
Successful cross-merchandising displays in
the fresh perimeter can
often do the unthinkable,
Proctor says: make people
look up from their smart
phones and actually focus
on something real.
"When a shopper is
impressed and completely
enveloped in the present, those are the times
when a shopper is most
likely to buy," she says.
"This supports why it is
so important to take the
time to think merchandising through and create
a show-stopping display
that will encourage shoppers to want to buy."

A natural pair
According to FreshSource
LLC, at West Point Market
in Akron, Ohio, produce
shoppers can sample
new-crop autumn apples
with cubes of cheddar, an

experience that boosts
sales of both.
At Central Markets in
Texas, the cheddar is precut into approximately $6
portions and displayed
atop of an uncut block of
cheddar alongside apples
to prompt an impulse
purchase. Pre-cut Gruyère
with Anjou pears also
tempts Central Market
shoppers. "We see huge
jumps in sales when we
put cheese in produce,"
says Debbie Harris, cheese
merchandiser for the 10
New Seasons Markets, all
in the Portland, Ore., area.
Aged Gouda in pre-cut $4
portions sells well when
merchandised with apples
and pears and can remain
un-refrigerated longer than
cheddars, Harris says.
JULY 2019 - 11
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Supermarket Perimeter - July 2019

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