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The FreshXperts
Anthony Totta -
Marketing Strategy, Branding
Business Development
Lee's Summit, MO
Jelger de Vriend -
Retail Sourcing & Merchandising Strategies in Europe
The Netherlands
John Shelford -
Organizational Governance
Naples, FL
Mike Nicometo -
Cool Chain & Logistics
Optimization Shelf Life Enhancement
Track/Trace WMS
Iron Mountain, MI
Ron Pelger -
Retail Merchandising
Retail Operations
Shrink Recovery & Control
Reno, NV
Tim Vaux - New Venture and Product Launch
Fresno, CA
Mike Chirveno -
Social Media
Customer Relationship Management
Kansas City, MO
Heidi Chapnick -
Internet/E-Commerce
Cross Channel Sales and Marketing
Roadmapping
Retail/Etail Plans
White Plains, NY
George Seifert -
QA Inspection
Produce Ripening
Rochester, NY
Dean Fahselt -
Produce Development
Value Added
Salinas, CA
Don Harris -
Buying Strategies and Training Organic Operations Category Development
Boulder, CO
Andrew Southwood -
Growth Strategies, Sustainability/CSR, International Business
Montreal, Canada
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Need complete visibility into your sales process? Need to know how your sales staff is performing? Need to the know the financial value of the prospects in your pipeline? Want the security of knowing all your sales data is secure in the event of a disaster?
eFreshTrack is the answer. It's a secure, hosted Customer Relationship Management solution. eSalesTrack provides full-featured campaign management, tracking of all interactions with current and potential customers including phone calls, emails and proposals and integration with your ERP system and Microsoft Outlook. eFreshTrack can also be accessed on your smartphone.
For information on eFreshTrack, contact Mike Chirveno at mchirveno@consultclearvision.com or 816-256-4507. |
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Show, Then Tell:
Why VISUAL FOOD MERCHANDISING tops in-store methods to increase dollar sales. 
By Jonathan Raduns
Member of FreshXperts
Improved food merchandising will logically and powerfully increase dollar sales for retailers and supporting wholesalers in 2013. 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 120 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 ways to increase retail dollars sales.
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.
2. FOCUS ON UNIQUENESS
The program below was built specifically for same day DSD. We coordinated pick-up of a quantity of prepared foods containers during a delivery the day prior. The next day, these home-grown super fresh squash blossoms arrived and were quite the hit with local Italians!
3. ARTIST HAND-DRAWN: SIGNAGE
I created these examples by-hand to feature a visually artistic representation of the product, large visible letters, selling points, and even ideas for using the product. Components were actually raised to create a 3-D effect.
4. UNIQUE SELLING POINTS
Select no more than two of the most important selling points and highlight on a open area on your signage. Grown 10 miles away or Eating very Sweet! Try your best not to overload customers with information, and simply "prioritize your pitch" by sharing the best reasons to buy.
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WHAT WE DO
Jonathan Raduns
MerchandiseFood.com
 Creative Merchandising & Marketing Support for Manufacturers, Farms, and Retailers focused on profits.
- Retail & Foodservice Visual Merchandising Consulting
- Visual Analysis of Retail Departments & Display
- Food Display Concept, Design, & Fabrication
- Food Merchandising Project Management
- Creative Services for Signage & Marketing Collateral & Full-Service Printing
- Speaking, Training, and Presentations
To Learn More About Our Process Visit our Website Homepage & listen to our interview on The Food SEEN on Heritage Radio MerchandiseFood.com
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