Progressive Grocer

2017 Category Management Handbook

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Page 17 of 59

scale are still tied to the way they've shopped for years, yet would be open to change, given the right motivation. More Options, Big Opportunity Not only is the way that people interact with mes- saging shifting, but the way they want to shop is also changing. According to our survey, there's a lot of possibility in the online space for companies that are investing in "buy online/pick up in store" and "buy online with delivery." When people are asked whether they purchase CPG items online, the current state CatMan 2.0 If there were no difference in price for grocery purchase, which purchase option would you most prefer? 37% 35% 30% 25% 20% 15% 10% 5% 0% 18% 33% 21% 21-29 30-39 40-49 50-59 60 and over 17% 22% 19% 18% 22% 20% 9% 24% 25% 4% 11% Buy in-store Buy online, pick up in-store Buy online with delivery Continued from page 14 Source: Market Track Karla J. Radtke leads the development and implementation of product and package initiatives for the sparkling, water, tea, coffee, Glacéau, POWERADE® and venturing and emerging brands categories across the United States for the Atlanta, Ga.-based Coca-Cola Company. She was named one of Progressive Grocer's Top Women in Grocery for 2015. Progressive Grocer: What are some easy ways for grocers to increase overall beverage sales? Karla Radtke: There are a lot of easy opportunities to pair beverages with complementary food items, such as a water rack or coconut water rack near produce, or offering cold availability at the front end and around the perimeter of stores to drive profitable sales. PG: How can grocers increase traffic during off-peak hours? A D V E R T O R I A L Talking with… Karla Radtke Vice President of Category Commercial Operations The Coca-Cola Company KR: They can promote fill-in trip items such as milk, bread and bananas and immediate-consumption items such as sparkling beverages, water, tea, and sports and energy drinks. Another opportunity is to offer refrigerated sparkling beverages to pair with the party occasion — especially in glass bottles. PG: How can grocery stores be positioned as a go-to destination for meal planning? KR: Grocers can set themselves apart by offering choice, as well as fast, easy, in-and-out "meals in minutes," ready-to-serve meals and meals to grab and go. PG: What elements are important in converting shoppers into buyers? KR: Easy-to-locate, shoppable displays that fulfill a shopper occasion or need. Always offer clear pricing and inspiring messaging. And it's crucial to have product in stock all the time. For more information on The Coca-Cola Company and its brands and products, visit Q A & Contoured Solutions for Your Success

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