The International Dairy-Deli-Bakery Association (IDDBA) and Nielsen Fresh have released original research that provides retailers with ideas and strategies for boosting entertainment-occasion sales by examining the connections fresh-department products have with the rest of the store.
“Total Store Connectivity: Entertaining Across the Store,” an IDDBA-commissioned report prepared by Nielsen Fresh, identifies what products are most connected to the ones found in fresh departments and how identifying these connections can generate larger baskets and boost sales, through new and innovative merchandising and marketing concepts.
Among the report’s findings:
• Premium entertaining categories share many similar connections in produce, with sales of many of these products peaking on Saturday and Sunday. Sample deli specialty meat and cheese, and artisan bread or deli crackers together in the produce department in the evening to encourage shoppers to put more in their basket when shopping for dinner/cocktail parties.
• Everyday casual entertaining categories share common connections with predominantly center store categories. Enhance center store shelf displays with coupons offering discounts in fresh product areas, such as $1 off coupon for Brie to partner with rosemary-flavored crackers.
“Entertaining is a big driver of consumer purchasing, whether it’s a holiday gathering, Super Bowl party or small get-together with a few friends or family members,” said Alan Hiebert, senior education coordinator at IDDBA. “When selecting the menu, fresh products from dairy, deli, bakery and prepared foods often are easy, convenient accompaniments for get-togethers and often end up in the shopping basket together. But what else is purchased depends on the type of entertaining occasion. This research explores the natural correlations these products have with other store items, thereby creating new ideas for cross-merchandising and cross-promotion.”
The new research is available to IDDBA members only.
