Progressive Grocer

SEP 2016

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Page 126 of 167

"To drive awareness of both new products and limited-time-offer items, point of sale is a great start," agrees Courtney Erickson, associate market- ing manager-shopper marketing for the In-Store Bakery & Deli Division at Buffalo, N.Y.-based Rich Products Corp., which offers a special portfolio of pumpkin spice-flavored items, including cake doughnuts, cookie dough, fully finished variety cakes, un-iced cupcakes, Bettercreme Whipped Icing, the Jon Donaire Praline Cheesecake and Our Specialty Sweet Middles cookies. "is includes merchandising within each department and also at the front of the store." "Path-disrupting merchandising places key holiday items directly in the path of the consumer to capture sales, even when an item may not be on the list," Dun- mire recommends. "Secondary display opportunities, such as specifically designed seasonal display racks or tables, can pay off in incremental sales as well." "ese displays should be put up at least one to two weeks prior to the holidays and will help to drive impulse purchases," says Poulemanos. "For planned purchases, holiday displays make it easier for custom- ers to find the retailer's holiday offering. e displays should utilize holiday-specific signage to capture a shopper's attention and help them navigate the seasonal offerings." When consumers finally arrive at the depart- ment, the in-store bakery "should create an ambi- ance centered on the holiday that they're promot- ing," notes Skinner. "In addition to decorations that create an overall mood for the department, person- nel should tap their suppliers for signage and ideas pertaining to how they think their product should be displayed. Taking advantage of manufacturers' seasonal packaging, as well as flavors, [will] help add to the presentation. Being close with suppli- ers and understanding their promotional offerings and holiday items make it easier, financially and creatively, to execute a successful display." He adds: "Sampling is a great tool once the con- sumer is at the store, but oftentimes is not enough en- ticement for the consumer to make a special trip to the "Visit us at the IBIE booth 9134"

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