Progressive Grocer

SEP 2016

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128 128 | Progressive Progressive Grocer Grocer Progressive Grocer | Ahead Ahead of What's Next of Ahead of What's Next What Ahead of What's Next s Ahead of What's Next Next Ahead of What's Next | September September 2016 2016 September 2016 Pairing Up Strategic product pairings can also play a pivotal role in generating higher in-store bakery sales — and beyond — during the festive season. Eric Richard, education coordinator for the Madison, Wis.-based International Deli-Dairy- Bakery Association (IDDBA), points to "soon-to-be- released research from IDDBA on in-store bakery bread [showing] that stores can boost sales of prod- ucts that have a natural correlation; that is, shoppers who purchase one type of product are more likely to consider purchasing others displayed next to them, based on shopper eating and lifestyle patterns. "For example," explains Richard, " during Christ- mas and the December holidays, in-store bakeries should consider pairing special-occasion items like artisan breads, croissants and crusty hot hearth breads with sweet options like flavored sweet breads, coffeecakes, Danishes and trays of assorted product. Bakery products can also be successfully merchan- dised outside of the in-store bakery by utilizing the same principle. Fresh-baked bread pairs perfectly with many holiday food products, such as bean dip and bread bowls, deli butters and crostini, and salami and mini sandwich rolls. Departments can take advantage of correlation by promoting breads that complement other holiday favorites, such as the fast- growing categories of deli dips, spreads and toppings, as well as specialty meats. It can be as easy as placing breads near your in-store delis with recipe ideas." Skinner similarly notes that "retailers can cross- promote with other departments to encourage purchase. For instance, some small signage around the frozen turkeys that points the consumer to the in-store bakery for fresh rolls, pies and specialty of- ferings would work well around anksgiving." As holiday bakery merchandising evolves, United's Luna reflects on the lessons he's learned to date. " Although classic bakery items need to be al- ways ways available to guests, differentiation needs to be available to guests, differentiation needs to be a factor," he says, advocating "a twist on the classic/ traditional, and creative, educational merchandis- ing." Above all, however, he emphasizes the need for "consistent high-quality items." PG Bakery Fresh Food store. If the budget doesn't allow for larger events, such as tutorials or presentation ideas, a limited-time offer of specialty items can be enough encouragement. Stressing limited availability of certain specialty items is a time-tested tactic to drive consumers in." Sampling — one to two items at most — is a strategy that tends to increase sales and traffic throughout the year, concurs Alicja Spaulding, director of marketing at Aurora, Colo.-based SROriginals. "But in particular during Q4 holidays, sampling is instrumental, as consumers are already looking for desserts/baked goods, and a sample can secure a purchase in grocery versus another outside location, i.e., a specialty store," says Spaulding, whose company will introduce its Tickle- belly Cakebars during the fourth quarter in the fol- lowing seasonal flavors: Sweet Pumpkin, Peppermint Crunch and, in select markets, Red Velvet. Reaching out to consumers via technology can be part of the plan as well. For instance, Erickson's division "offers retailers digital content that they can tailor for the promotion of their in-store bakery prod- ucts and features. is can prove especially valuable during the busy holiday season. You should explore all avenues available for connecting with shoppers and raising awareness even before they start planning the next journey to your store." "Many of the big names in social media outfits of- fer advertising platforms that are user-friendly and very efficient at targeting your desired demographic," notes Skinner. "From promoting specialty items to offering digital coupons, social media enables in-store baker- ies to interact and present offers in unprecedented form. Depending on the depth of your campaign, they are oftentimes also the most cost-efficient form of promotion. During these seasons, consumers are already flirting with the idea of indulgence pertaining to bakery, and being prompted as they enter the store or seeing an ad on their social media feed will only further encourage purchase." You should explore all avenues available for connecting with shoppers and raising awareness even before they start planning the next journey to your store." —Courtney Erickson, Rich Products Corp. B RE ad Lin E Breads and rolls can play a pivotal role in holiday merchandising, both inside and outside the in- store bakery.

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