Cherries: Marketing outlook

Retailers can promote cherries by maintaining off shelf displays with fresh product in key high-traffic areas to maximize impulse purchases/sales, Harter of CMI said.

Retailers can best promote cherries by delivering a great consumer experience with cherries, Shales said. 

“Of course, placement and promotion matter, but cherries are an item that consumers are willing to splurge on, and repeat that purchase, if the product is flavorful and great quality,” she said.

Shoppers are still visiting stores and seeing good displays, said  Mac Riggan, director of marketing for Chelan Fresh, Chelan, Wash. 

“Cherries are a great immune system booster, so we are pushing that,” he said. 

Riggan said retailers can best promote cherries by building large displays in the front of the department and tying retail prices to reflect changes in the f.o.b. market.

Davis said the best thing retailers can do to promote cherries is place them in a position of prominence and highlight them for consumers. 

“Last season we proved that the consumers want cherries and just need them to be conspicuous in the department so they can put them in the basket,” he said.

Bailey said creating awareness is critical.

“We are happy to support with online ads and social media content, but the best thing retailers can do is make consumers aware that it’s cherry season,” Bailey said. “Position cherries so they are easily seen in the stores and headline the news in e-commerce. Online business is skyrocketing, and since cherries are not typically on someone’s shopping list, we need to be creative in how we reach virtual shoppers. The key is making them aware that cherries are available.”

Retailers can best promote cherries by giving them visibility, said Chuck Sinks, president of sales and marketing for Yakima, Wash.-based Sage Fruit.

“Visibility is the key, both in person and online,” he said. “Secondary displays, category size/location and ad frequency all play key roles in higher cherry sales. 53% of all cherry sales are impulse buys and retailers can capitalize on that by setting up a secondary display at the front door or near the checkout lanes.”

Secondary displays drive 13.6% more lift in volume and 22.4% more in dollars.

“Keeping cherries in front of consumers for the duration of the season is the best way to maintain sales, whether it be in circular ads or multiple locations throughout the store,” Sinks said.

Promotions drive increased sales, while simple price drops fail to draw as much attention. 

“We also encourage cross-merchandising,” Sinks said. “Cross-merchandising with other recipe and usage ideas such as oatmeal, meat marinades, sauces, jams, salsas, and pies prove that cherries are an expandable category.”

Retailers can promote cherries best by promoting early and often, said Ray Norwood, director of sales and marketing for Auvil Fruit, Orondo, Wash.

For BC Tree Fruit, Van Dam said retailers can best promote cherries by supporting and promote buy local.