Promotions help retailers Go Bananas

10/11/2011 12:26:00 PM
Dan Gailbraith

This year’s GROW cloth banana bag featured a banana bread recipe on the back.

“It’s working, and people like it,” said president Mayra Velazquez de Leon.

Some retailers placed banana bunches in bags as part of their display, she said.

Bill Sheridan, executive vice president of Coral Gables-based Banacol Marketing Corp., said the retailers he works with prefer promotions tailored to their consumers rather than expensive national programs.

“Supermarket loyalty cards have proved particularly effective,” Sheridan said.

“If you have a database of who purchases bananas, you can target those customers and offer them great cross-promotions.

“It’s a good way to generate future sales.”


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