Progressive Grocer

2017 Category Management Handbook

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56 | Progressive Grocer | 2017 Category Management Handbook | December 2016 — or even a party — in the store. For the holidays, this might mean that the pumpkin pie spice jars don't stay hidden in the spice aisle, and the cran- berry sauce doesn't have to be hunted down. Also consider in-store wine and beer tast- ings, co-hosted with distributors, as more than a chance for shoppers to sip free beverages. Elevate these occasions as a way to experiment with food- and-beverage flavor pairings and entertaining ideas. Beyond the expected cheese pairings, try a beer-and-roasted-spiced-nuts flight, complete with recipe cards. Or have a mini tapas night with wine and roasted chickpea recipes to pull in items from the canned food aisle. Party planners are also open to suggestion, so use your staff as educators and entertainers. Have bakers do a quick cupcake-decorating party with extras from the candy aisle. Use a chef to show how to sauté olives with herbs and citrus zest for a warm appetizer. "ink about [party planning] from a shopper's perspective," Schmansky suggests. "Why leave the products scattered across the store and risk missing a sale? at would be like leaving each article of clothing for your outfit in a different room. You run the risk of forgetting something, or giving up on tracking down that pair of earrings you had planned to wear." Additionally, Festival Foods' Schmidt points out, where merchandising and demonstration space can sometimes be restricted, the staff can use out-of-store communications to cross-merchandise. ese messages can include simple checklists and store maps in newspaper circulars, or more elabo- rate online cooking demos with guided store tours and shopping tips highlighting convenient, speed- scratch recipes using frozen dough, bagged salads and other shortcuts. Schmansky reminds retailers, "If you're running a Twitter campaign, use slogans like 'convenient so- lution,' which reinforces the value to the consumer." Also offer special "party packages" that include a store-assembled variety of marinated olives, soft cheese spreads, crackers, nuts, bite-sized desserts, beverages and disposable dishes. "For maximum convenience, offer online ordering with curbside pickup," Schmansky adds. Providing guests with these final steps in shop- ping assistance delivers the ultimate convenience, and it's a great goal to set. PG Need States ANALYTICS IS THE FUEL THAT POWERS THE MODERN ENTERPRISE. Put your company in the driver's seat by mastering the ability to understand, predict and react to consumer behavior. • etwork and connect with other CG and retail company business intelligence and IT leaders • Enhance your understanding of cutting-edge topics like predictive analytics, self-service analytics, semi-sentient technology and data visualization. April 26 – 28, 2017 The Drake Hotel | Chicago, IL DATA-DRIVEN DECISIONS AT THE SPEED OF BUSINESS PRODUCED BY LIMITED SPONSORSHIP AVAILABLE FOR MORE INFORMATION CONTACT Albert Guffanti [email protected] Paula Lashinsky [email protected] REGISTER TODAY! TEAM ATTENDANCE IS ENCOURAGED! For special offers, contact [email protected] KEYNOTE SPEAKER Suja Chandrashekaran, CIO, Kimberly-Clark Corporation; Former SVP and Global Chief Technology Offi cer & Chief Data Offi cer at Walmart

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