Progressive Grocer

MAR 2017

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March 2017 | | 69 Eff E ctiv E n E ss of Promotional a ctiviti E s Rated on a scale of 1-6, where 6=most effective Source: Progressive Grocer Market Research, 2017 Y E ar c urr E nt a go tE m P orar Y Pric E rE ductions 4.40 4.90 B ogo s 4.23 4.09 Product dE mos/ s am P ling Ev E nts 4.17 4.69 m ix-and-match Bundl E s (i.e. four for $20) 4.05 4.00 f lash s al E s 3.89 4.75 s ocial mE dia 3.86 4.28 Point-of- P urchas E information 3.80 4.62 d ir E ct m ail 3.70 3.93 c ross- P romotion Within th E s tor E 3.67 4.47 o nlin E m ark E ting 3.58 4.13 that to save the oceans, shoppers should consume seafood only from sustainable sources, 68 percent said that people should be prepared to switch to more sustainable seafood, and 54 percent asserted that they would pay more for a certified sustainable seafood product. To that end, although he concedes that "[f ]or sellers at the end of the chain, [adopting a sustainability program] becomes more challenging when trying to align ecologi- cal scheme parameters with company goals and objec- tives," NSF International's Brammer notes, "Price may be the No. 1 factor today for consumers, but with proper communication and knowledge provided at the point of sale, this pendulum can shift toward sustainability, social accountability and quality." One real-world example of this is West Des Moines, Iowa-based Hy-Vee's well-publicized sustainability-focused Seafood Procurement Policy, instituted in 2013 with input from Santa Cruz, Calif.-based nonprofit FishWise and re- cently expanded to cover shelf-stable tuna products, and the program's manifestation on shelves via the grocer's Respon- sible Choice seafood-labeling program. Fish Wish List Not surprisingly, when asked what they would request from suppliers to improve their seafood departments, many partici- pants in PG's survey responded that they wanted better pric- ing, as well as greater promotional support. One respondent specifically requested "lower pricing on less popular fish to get 2017 Retail Seafood Review

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