Progressive Grocer (India) - - Category Watch | Meat & Seafood -

For gro­cers look­ing to boost their meat case’s role as a profit cen­ter, va­ri­ety, value and ed­u­ca­tion are go­ing to be among the most in­flu­en­tial fac­tors. One of the most im­por­tant things re­tail­ers can do is ed­u­cate con­sumers on how to pre­pare fresh meat. They need to ed­u­cate cus­tomers on the var­i­ous cuts of meat avail­able to them, and the best prepa­ra­tion meth­ods. Mak­ing sure they have pos­i­tive eat­ing ex­pe­ri­ences en­sures re­peat pur­chases and longterm loy­alty. More con­sumers are look­ing for value from gro­cers. Strate­gic part­ner­ships with meat sup­pli­ers will help re­tail­ers bring cus­tomers the great­est value. To of­fer greater value to cus­tomers, gro­cers should be savvy enough to de­liver meal­time so­lu­tions. Value can be ex­pressed or per­ceived by cus­tomers in many dif­fer­ent ways. While ac­tual price can have an ef­fect, but more con­sumers are also look­ing at other fac­tors: ap­pear­ance (buy­ing with their eyes) and ben­e­fits (like shelf life, easy­open, no mess, no leak­ing pack­ages, etc.). Re­tail­ers must make sure to stock their case with a va­ri­ety of choices to give con­sumers the op­tion of mov­ing up to the next tier of qual­ity, which will also be an op­por­tu­nity for the re­tailer to gain higher to­tal sales. Re­tail­ers may use a dual price strat­egy, with a prod­uct of­fer­ing that might be bet­ter than a com­pet­ing prod­uct, and then a best or pre­mium brand in the same pro­tein cat­e­gory at a more lim­ited SKU set. High­light va­ri­ety: Re­search shows that con­sumers need to feel like there is enough of a va­ri­ety in the case, and con­sumers re­late va­ri­ety in the meat case with the num­ber of pack­ages avail­able, not the num­ber of SKUS. Re­tail­ers should be stock­ing at least four pack­ages of each item on dis­play, es­pe­cially dur­ing hol­i­days and sea­sonal times, when meat depart­ment traf­fic is high­est. The meat case can be­come the an­chor for lu­cra­tive cross mer­chan­dis­ing. Gro­cers need to move to­ward sell­ing meals rather than just in­gre­di­ents. Whether it is mer­chan­dis­ing with re­frig­er­ated mashed po­ta­toes or pas­tas or veg­eta­bles, pro­mot­ing meat with prod­ucts that help con­sumers with their daily din­ner dilemma can be ben­e­fi­cial to mul­ti­ple de­part­ments across the store and boost over­all sales. De­sign a meat case that ap­peals across de­mo­graphic groups. Ex­pand your con­ve­nient cuts as­sort­ment. Har­ness health and well­ness as a growth driver.

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