Did you know retailers offering diverse potato sets are selling more potatoes and getting a higher everyday price for them? In this Tip of the Iceberg episode, Potato USA’s Global Marketing Manager Kayla Dome discusses the results of their latest merchandising study on in-store displays for America’s Favorite Vegetable. The analysis revealed what techniques top grocery retailers use to optimize potato assortment, display, and promotion.
Assortment
Having specific potato types and pack sizes on the shelf is the building block for any strong potato presentation. Russet, red, yellow, and white potatoes are all commonly known by consumers. When someone buys one of these four potato types, they already know what to do with it. Having these as a base gives consumers what they are looking for and brings them into the potato category.
Petite, medley, and purple potatoes are some of the newer potato-type options available. Even though these make up a much smaller share, they are the key to growth in any potato set. When consumers are buying any of the four well-known types, they often pick up one of the newer options.
Displays
Fresh potato shelving comes in four different types: bins, cardboard boxes, vertical shelving, and tables. Top-performing retailers are using a variety of all four types of shelving to create unique displays. They also provide both marketing and price signage.
Promotions
Promotion can mean a discounted product, but it can also mean highlighting a potato. Top-performing retailers are using their promotional discount dollars by highlighting the lesser-known potatoes.
Thinking about when people buy a lot of potatoes will help strategically plan better use of discount dollars. Not only are top-performing retailers selling more potatoes by using promotions in this way, but they are also getting higher average everyday prices.
Knowing how to set up a proper display of potatoes and promote them also adds additional sales and a higher average everyday price for retailers.
Visit potatoretailer.com to learn more about fresh potato merchandising best practices.
