In the newspaper game, editors attempt to capture attention with catchy headlines. They hope the reader is intrigued by a compelling “hook” and sticks around to read on.
It reminds me of a scene in the “Superman” movie, when editor Perry White assigns Lois Lane to cover a nuclear bomb threat in France. “If Paris is going to go kablooey, I want my best reporter in the middle of it!” Perry says to a shocked Clark Kent. Such was the driving (fictional) selling force at The Daily Planet.
On a much calmer level, “What’s the story?” is the same question a customer may ask when they steer their shopping cart into the produce aisle.
All right, so they don’t come right out and ask this question. But every department gives an answer. Positive or otherwise.
I walked through a produce department today, and the “story’” that hit me was citrus. Lots of fresh citrus in prominent displays up front. Tables just behind the bins echoed the same story. Lots of oranges with color breaks of limes and tangerines and lemons.
That was the overwhelming selling focus. The message. The story.
Leading into Cinco De Mayo week the story was something else. Avocados and all the associated produce items necessary to whip up some guacamole, especially since Cinco also fell one day after the overwhelmingly popular (and contrived) Taco Tuesday.
The story was up front — page one, if you will. Certainly, that fresh produce lede wasn’t buried.
We’re fast approaching Memorial Day. I already see bins of watermelon lining up in neat sidewalk formations at the stores. The late spring push and holiday will include bright cherries, apricots, corn on the cob, leafy greens, grapes, melons and stone fruit. The headline: “Summer’s here!”
Every chain in the country will reflect these items and more in their weekly print “story” — the ad.
How you merchandise telegraphs to your customers what is happening at any point of the year. How well you merchandise fresh produce displays is what prompts customers (who are very much open to suggestive selling) to grab a cart and start shopping.
The more creative, bountiful, neat, clean and fresh the displays, the more likely customers will react and buy.
Every week is a new chance to give your customers a different merchandising look, too. As one ad winds down and another takes its place, it’s an opportunity to add yet another chapter to what you’re trying to convey. What’s next with fresh produce?
It’s a story worth telling.
Armand Lobato works for the Idaho Potato Commission. His 40 years’ experience in the produce business span a range of foodservice and retail positions.
