Supermarket Perimeter - October 2022 - 9

Thinking
seasonally
BY ANDY NELSON
A
s online grocery sales surge - even for products in the fresh perimeter that
consumers have traditionally preferred buying instore - it's more important
than ever for retailers to find ways of bringing people back to brick-and-mortar
stores and keeping them there.
One perfect way to do that is to create seasonal promotions that stimulate the senses
and generate LTO buzz, offering shoppers a special experience they can only get
once a year.
Seasonal promotions and offerings " are at the heart of what we do, " said Kevin Miller,
chief marketing officer of The Fresh Market.
It's part of the retailer's mission, he said, to make both every day and special occasions
extraordinary for its customers.
One big way The Fresh Market gives its customers inspiration to help enjoy those
occasions-along with ideas for celebrating- is through its monthly magazine.
For example, beginning in August, the retailer helps its customers celebrate the magic
of fall through the flavors, smells and textures of the season's favorite treats, like pumpkin
spice, sunflowers and fall mums and fresh-from-the-orchard apples.
September may feature ideas and treats to help celebrate Hispanic Heritage Month
and Rosh Hashanah, the Jewish New Year.
October, of course, is all about Halloween, and in November, The Fresh Market will
incorporate promotional, limited-time items in its stores to help customers make the
most of their Thanksgiving and Christmas celebrations.
" For the last 40 years, we've been in the business of making every season special, "
Miller said. " We want to help our guests take a moment to savor the season's best with
family and friends. Whether it's a seasonal meal, cup of our delicious seasonal coffee, or
a glass of wine or beer, our goal is to help our guests pause to enjoy family and friends
through special offerings that bring their celebrations together. "
Regardless of the season, The Fresh Market's " curators " scour the globe, Miller added,
on the lookout for unique items that the chain highlights as " special finds. "
" They're ingredients or products that you can't find anywhere else - and could be just
the perfect touch to make traditional seasonal recipes better than ever. "
Creating a " theater " experience
For Carlisle, Pa.-based retail chain GIANT, seasonal promotions play a key role in helping
to create differentiation and setting the stage for " theater presentation " within and across
the store, said Ted Williams, GIANT's director of nonfoods.
Seasonal promotions have always played a major role in GIANT's merchandising
plans, Williams said. But over time, the chain's department managers and other decision
makers have refined their best practices to improve the end product consumers see.
" Seasonal never really lost importance - it's the continuous improvement of item
curation and merchandising practices that have evolved to allow for creativity to better
meet the needs of our customers, " Williams said. " So while it appears that seasonal has
gained in importance, in reality, everyone has just 'upped their game' over time. "
supermarketperimeter.com
Make the most out of
seasonal promotions
Now that you know where you want to
start, you can plan your marketing. Try
the following strategies to get the best
return on investment:
Check out your competitors
See what small businesses like yours
do for the same kind of seasonal
promotion. In doing so, you'll get to
find out what works for customers and
discover creative new ideas.
Get creative with the
resources you have
You want to get as much as possible
out of your resources to increase your
bottom line. Create reusable marketing
materials for this year and next. Before
you buy anything new for marketing,
check your storage for supplies that can
be re-purposed.
Partner with other
community businesses
Strength in numbers can help you fight
back against retail chains. Find another
small store to work with, and you'll both
see better results.
Schedule enough employees
for busy times
The end of the year encourages many
people to buy from retail locations.
The holidays are also a popular time for
employees to seek vacation days. If you
run a promotion at this time, schedule
enough shifts to cover your business.
Schedule Promotions in advance
Use your point of sale device to plan &
schedule upcoming promotional offers.
Get help with your digital marketing
Advertising online increases the
number of people who learn about
your promotion. If you don't consider
yourself tech-savvy, get help from
someone you know. Social media events
can get the word out to a new audience.
(Source: National Retail Solutions)
OCTOBER 2022 - 9

https://nrsplus.com/blog/how-to-write-a-marketing-plan/ https://nrsplus.com/blog/best-promotions-for-small-business/ https://nrsplus.com/loyalty-software/ https://nrsplus.com/loyalty-software/ http://www.supermarketperimeter.com

Supermarket Perimeter - October 2022

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