An out of this world statement appeared for the herb category in Norway's new flagship Meny Supermarket chain. I'm unsure I have ever seen a statement given to this category in such an enormous manner. In my estimation it works! I have been a big fan of merchandising in mass and for basil and parsley I can't imagine it taller.
Christian Kildal Hansen, Store Concept Development Manager wrote, " The intention of the herb wall was to create a focal point which really emphasized our focus on the fresh categories such as fruit and veg. Nothing really feels fresher than fresh herbs. The products are merchandised in stainless steel trays which can be filled with water, hence keeping handling cost down. The messaging is a “helping you choose” guide that tells the customer which herb is suitable for which cut of meat."
I agree, but I'm unsure it has dawned on Americans at the level of connection between flavor, freshness, and pairing herbs play in fine culinary dishes...translated into merchandising. We all enjoy fresh herbs, but little have taken the risk or simple aggressive impact this display creates in U.S. based supermarkets. Unfortunately herbs are sometimes even buried into an unlikely corner on a vendor supplied fixture or awkwardly "planted" next to the tomato run. Most herb merchandising is cliche at best.
Christian Kildal Hansen, Store Concept Development Manager wrote, " The intention of the herb wall was to create a focal point which really emphasized our focus on the fresh categories such as fruit and veg. Nothing really feels fresher than fresh herbs. The products are merchandised in stainless steel trays which can be filled with water, hence keeping handling cost down. The messaging is a “helping you choose” guide that tells the customer which herb is suitable for which cut of meat."
I agree, but I'm unsure it has dawned on Americans at the level of connection between flavor, freshness, and pairing herbs play in fine culinary dishes...translated into merchandising. We all enjoy fresh herbs, but little have taken the risk or simple aggressive impact this display creates in U.S. based supermarkets. Unfortunately herbs are sometimes even buried into an unlikely corner on a vendor supplied fixture or awkwardly "planted" next to the tomato run. Most herb merchandising is cliche at best.
Hansen made a strong point to communicate the height of the structure. "The height of the module was 220cm, but has been adjusted to 250cm in order to make even more impact. The width of the module is adjusted from store to store." This nimble approach to merchandising is more than a cookie cutter approach. Hansen's attention to detail modifies the unit for maximum impact in each location, without the awkwardness of a display "too big for it's britches in a smaller store footprint." Merchandising must be flexible and fit the retail environment for maximum impact and customer experience.
If I'm correct, this unit appears to have digital pricing signage. The two units below protrude towards the customer and may work well to highlight and drive sales for particular herbs during peak season (i.e. basil during the summer). Excellent culinary photography is featured on professional educational and marketing signage.
I'm impressed with an often underdeveloped category leading the department. Herbs have strong potential if marketed correctly, so let's all take a lesson. Great Job MENY on an innovative step forward in the fresh produce industry. I'm sure Sorrel, Rosemary, and Thyme are very appreciative.
I'm impressed with an often underdeveloped category leading the department. Herbs have strong potential if marketed correctly, so let's all take a lesson. Great Job MENY on an innovative step forward in the fresh produce industry. I'm sure Sorrel, Rosemary, and Thyme are very appreciative.
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