Still persisting COVID-19 protocols have taken away the opportunity to sample produce at many retail stores.
That leaves fresh produce department merchandisers with one fewer tool to work with in their quest to influence shopping behavior.
In view of that, I asked the LinkedIn Fresh Produce Retailer/Merchandiser Group this question:
What are the best ways to introduce a new produce item at retail when sampling is not available?
Thank you to those who responded; your answers offered insight.
From the group:
- A digital marketing campaign!
- Good Old advertising it’ll have to be Tom. Maybe some out of the box advertising in these harsh times may work better too.
- That’s all fine with all your comments; but you are all forgetting one thing, as a Produce Manager for many years, I Listened to my customers and interacted on their needs, creating new products every week to grow the business, and created a larger commodity group in different section, from fresh fruit to vegetables, having customers wanting to come to your department to see what’s new, and fresh. I thought out of the box. You can advertise, and create signage, but the majority of customers know what they want and don’t care about signage. Prices and informative information (proteins vitamins etc.) allows the customers to make their own choices which works for them. When you merchandise correctly and have a new item in the midst of you regular staple items, as a suggestion: when the products are fresh and appealing, curiosity cures the cat, impulse marketing, Customers are on a mission getting in and out of retailers as our world is fast paced. The key objective is to have your customers slow down and shop you whole department, which with a good rep or, word of mouth, is the best business. Also, senior management should converse with experts in their departments and get feedback, as many times, there is a disconnection from consumers.
- If there’s a need to quickly get feedback from shoppers then sponsoring new product on retailer’s e-store could be an option.
- Social media, Registered Dietician support, or Nutritionist support always help peak customer interest. “Did you know?” informational signage also helps tell the new item story. Store level team members need to taste the new item in order to provide the customers with an honest, firsthand, sales pitch. Last but not least, give the new item some dominant exposure in the weekly Ad flyer and online catalog. Grab customers attention using all of these methods and be relentless in making sure the new item gets the attention it deserves.
