Progressive Grocer

2017 Category Management Handbook

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Page 39 of 59

that 35 percent of households cook their dinner on a grill at least once every two weeks, par- ticularly men and Millennials." Part of connecting multiple store categories to address consumer need states is studying sales patterns. For instance, in retailers with a good soup-and-sandwich program, Nielsen Perishable Group's Schmansky recom- mends displaying smaller- sized artisan breads by the deli soups between 11 a.m. and 1 p.m., when a sales peak helps gain incremental bakery bread purchases. Connecting prepared soups and bakery is another cross-category strategy on display at Northgate, where artisan torta-style rolls fill a basket near the soup kettles and are offered as a $1 add-on. IDDBA's Richard recommends another great op- portunity for elevating the role of deli soup by offering bread bowls for an added dinner touch. "Since these categories together also index high with older bustling families, we thought a soup-and-sandwich meal deal for the weekdays would offer a quick and unique meal solution," he explains. "Shoppers could select from a few different soup-and-sandwich offerings and select different sizes of deals to cater to their family size. is could be highlighted in the weekly ads." Richard continues: "Another concept is to utilize the dough and/or bread products in the store's fresh- made pizza program. is was a concept illustrated at IDDBA's Show & Sell Center at our annual Dairy- Deli-Bake Seminar and Expo in Houston last June, with the notion that in-store bakeries could incor- porate a pizza-making component to their depart- ments that offers pizza by the slice, made to order or take-and-bake." Just as grocery store items need to connect with oth- er categories within the store, so should staff members. According to Festival Foods' Schmidt: "Everything we do is a team effort and the result of an environment where people are willing to take chances and fail some- times. e way we see it, failing two times out of five is better than taking zero chances. Both staff and guests need to see grocery stores as places to innovate." PG REFRESHING PAUSE Coca-Cola has worked with its retailer partners on merchandising bundles for meal occasions. Need States Continued from page 37

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