Progressive Grocer

SEP 2016

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114 | Progressive Grocer | Ahead of What's Next | September 2016 Plan and Action: During this, t During this, the most distinctive phase, consum- ers partake in such indulgences a ers partake in such indulgences as purchasing candy, drinking a spe purchasing candy, drinking a special seasonal coffee or getting a mani seasonal coffee or getting a mani- cure. ese indulgences come in many forms. Rush: Consumers second-guess their purchases, wondering if the their purchases, wondering if they have enough food, candy and gif have enough food, candy and gifts for everyone. Big Event: Consumers celebrate Consumers celebrate the event, and comment about it the event, and comment about it via social media during and for sever social media during and for several days following. During each holiday, shopper During each holiday, shoppers go through all five phases, accord go through all five phases, according to Lupo. e only difference from to Lupo. e only difference from holiday to holiday, however, is th holiday to holiday, however, is the length of each phase. For instanc length of each phase. For instance, during Christmas, the Spark pha during Christmas, the Spark phase begins in July, while the Explora begins in July, while the Explora- tion phase doesn't begin until September. hase tion phase doesn't begin until September. doesn't begin until September. Meanwhile, for Valentine's Day, all five while, Meanwhile, for Valentine's Day, all five for Valentine's Day, all five phases take place over just a few weeks. take place over just a few weeks. In the end, however, holiday merchan- he In the end, however, holiday merchan- end, however, holiday merchan- dising efforts have little meaning if the efforts dising efforts have little meaning if the have little meaning if the retailer-supplier relationship isn't based on -supplier retailer-supplier relationship isn't based on relationship isn't based on collaboration and customization. ration and customization. Mains says her company plans holiday ins Mains says her company plans holiday says her company plans holiday offerings and promotions many months in gs offerings and promotions many months in and promotions many months in advance, working with its retailer partners e, advance, working with its retailer partners working with its retailer partners to determine consumers' needs, including rmine to determine consumers' needs, including consumers' needs, including whether they want holiday varieties and er whether they want holiday varieties and they want holiday varieties and packaging not available at other times of ing not available at other times of the year or at other places, or discounts to ar the year or at other places, or discounts to or at other places, or discounts to drive purchases of current favorites and urchases drive purchases of current favorites and of current favorites and new products. Brownie Brittle will even oducts. new products. Brownie Brittle will even Brownie Brittle will even take unique approaches to drive consum- nique take unique approaches to drive consum- approaches to drive consum- ers to designated retailers via bundled designated ers to designated retailers via bundled retailers via bundled products, working with other manufac- ts, products, working with other manufac- working with other manufac- turers to develop them and using tools to to turers to develop them and using tools to develop them and using tools to reach consumers on their smartphones. onsumers on their smartphones. "Customization for both the consumer stomization for both the consumer and the retailer, along with retailer col- e and the retailer, along with retailer col- retailer, along with retailer col- laboration," Mains notes, "is key in any ion," Mains notes, "is key in any holiday candy and snack promotion." y holiday candy and snack promotion." candy and snack promotion." PG Candy & Snack Merchandising Grocery Customization for both the consumer and the retailer, along with retailer collaboration, is key in any holiday candy and snack promotion." —Sheila G. Mains, Brownie Brittle LLC WINTER FF BOOTH #1664 W I N T E R F F B O O T H # 1 6 6 4 6 4 • SANDERSCANDY.COM S A N D E R S C A N D Y . C O M

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