Banana promo 101: Build your successful display - The Packer

Banana promo 101: Build your successful display

04/08/2002 12:00:00 AM
Elizabeth Ashby

Auchan’s everyday banana displays are 8 by 4 feet and hold half to three-fourths of a pallet of bananas. Adams says that during promotions, he increases the display to hold up to a pallet and a half of bananas.

“I usually use graphic boxes for a spill-over or waterfall effect,” he says. “I place the boxes all around and through the display.”

On Feb. 28, bananas were part of Auchan’s storewide Market Day promotion. Adams put bananas on ad at 25 cents a pound and sold close to four pallets in one day, compared to selling one pallet per day at the 38-cent regular price.

The display was accentuated with 3-foot square signs with 1-foot tall numbers indicating the sale price. He says the large size lured customers to the display.

If you don’t have signs like Auchan’s, check with suppliers to see what they might have to offer. Del Monte has inflatable bananas that can hang over your display to do the trick, and almost all suppliers have point-of-sale materials like leaflets, signs and information cards available with their brand name to help make your display a bigger success.

“Things like point-of-sale price cards add to your display and can bring a nutritional or fun message to the promotion,” Utchell says.

LESSON 5: ADD FLAIR TO THE PROMOTION

Successful banana promotions often incorporate fun events or activities that heighten the excitement.

Some suppliers hold display contests to get your creativity flowing. Loughridge says display contests provide participating stores the added motivation to do a good job of storing, handling and displaying bananas to ensure high purchase levels.

Other suppliers suggest holding in-store events where company mascots appear and entice the crowd.

“Our main promotion has been the Bobby Banana Shuffle,” Utchell says. “It gets kids dancing and eating more bananas, and it’s good brand recognition for Dole. We also encourage coloring contests and promoting our four miniature plush toys.”

Tabard says using the Turbana Twins, Turbo and Anna, helps animate the produce department during promotions.

“Last year, the Twins went on tour with a decorated Volkswagen beetle to visit 32 Ahold stores. They took photographs and signed autographs at Stop & Shop, Giant Food Stores in the northeast and Bi-Lo stores in the southeast over a period of two weeks,” Tabard says.


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