How to Run Successful "Home-grown" In-Store Farm Events
Improved food merchandising will logically and powerfully increase dollar sales for retailers and supporting wholesalers. In fact, I highly suggest prioritizing "in-store management" efforts surrounding this subject including: signage, display creation, hands-on setting technique, and visual best practices (matching similar size & shapes, or using contrast). Here's why: In a recent consulting study of over 12 major high-volume foodservice environments (doing incredible sales) surprisingly, topping the list of the greatest 50 opportunities, were action items to visually improve communicating value, offerings, and services through display, signage, and technique. In response, we began an extensive re-merchandising project and found that average guest checks increased 5-14% nearly overnight. These opportunities were always there, but required focusing into view. Here's why this strategy worked:
FACT: THERE ARE ONLY 4 MAIN WAYS TO INCREASE SALES DOLLARS:
In-store fresh produce management or foodservice teams have very little ability to directly increase store guest visits (other than through relationships and resulting loyalty), acquire brand new customers, or increase prices to capture more sales volume. These are traditionally first and foremost corporate, marketing, or buying/pricing office responsibilities. No one in the back stockroom or even sales floor is likely taking credit for prompting new customers to visit your business. Therefore, strong in-store priorities must include the remaining sales dollar growth method: building impulse purchases during single customer visits. "If you want to build impulse sales what should I do?" you might ask. Visual impact is the key foundation of building impulse sales. Take a look below. Over 85% of all information customers consider to buy is received through the EYES.
Guests buy with their eyes, and buy heavily from visually compelling displays. In fact, I’m so certain of the impact of visually communicating, I’ve loaded this very article with photos and easy to see and comprehend graphic information to support this idea. Technically speaking, this article & graphics will be easier to remember due to this highly visual method. Your customers respond the same approaching a display, sign, or collateral print. In fact, The world’s leading sales consultants to Fortune 500 companies devote an entire division to visually transform companies “core stories” (or what they are all about) and key industry trends into highly visual presentations highlighting key problems their customers deal with. By sharing this quality information visually they attract new business, educate customers, and generate credibility with prospects. Now consider this:
Simply put, a focus on in-store merchandising has many scientific reasons for successful outcomes. In summary, let me encourage and help you to impact guests visually for the upcoming homegrown spring season, the most colorful exciting season on our retail calendars! I'll leave you with these tips and examples I used to create displays in a power-packed one-of-a-kind memorable home-grown retail store event.
1. BUILD DYNAMIC VISUAL DISPLAY:
These displays represent key techniques including balance, contrast, digital presentation, manicured offerings, all while filling the customers view with a new unique item.
5. RECIPE COLLABORATION WITH PREPARED FOODS
Collaborate with prepared foods to create an in-store fresh infusion of your unique product item, like this in-store cooking coach made locally-grown garlic scape pesto to die for. We made the recipe available, and also offered it for nearly $8-$10 per 8 oz. container freshly made on-site, prepared directly in front of the customers!
6. DIGITAL SIGNAGE
This solution was as simple as an on-farm photo slide show featuring a local organic grower. This connected guests with the farm, growing practices, and the growers themselves who also attended the event and talked with customers in-person. Luckily, it didn't connect shoppers with a new computer. Take necessary precaution to ensure electronics are not lifted during an event.
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