Madison, WI — The International Dairy-Deli-Bakery Association (IDDBA)™ and Nielsen Fresh announce the release of original research that provide retailers with ideas and strategies for boosting entertainment-occasion sales by examining the connections fresh-department products have with the rest of the store.
Total Store Connectivity: Entertaining Across the Store, an IDDBA-commissioned report prepared by Nielsen Fresh, identifies what products are most connected to the ones found in fresh departments and how identifying these connections can generate larger baskets and boost sales, through new and innovative merchandising and marketing concepts.
Among the report’s findings are:
- Premium entertaining categories share many similar connections in produce, with sales of many of these products peaking on Saturday and Sunday. Sample deli specialty meat and cheese, and artisan bread or deli crackers together in the produce department in the evening to encourage shoppers to put more in their basket when shopping for dinner/cocktail parties.
- Everyday casual entertaining categories share common connections with predominantly center store categories. Enhance center store shelf displays with coupons offering discounts in fresh product areas, such as $1 off coupon for Brie to partner with rosemary-flavored crackers.
The new research is available to IDDBA members only. Access the report online.
“Entertaining is a big driver of consumer purchasing, whether it's a holiday gathering, Super Bowl party, or small get-together with a few friends or family members,” said Alan Hiebert, senior education coordinator, IDDBA. “When selecting the menu, fresh products from dairy, deli, bakery and prepared foods often are easy, convenient accompaniments for get-togethers and often end up in the shopping basket together. But what else is purchased depends on the type of entertaining occasion. This research explores the natural correlations these products have with other store items, thereby creating new ideas for cross-merchandising and cross-promotion.”
Total Store Connectivity: Entertaining Across the Store is the latest member research report developed by IDDBA. Other recent research includes: Revealing New Pathways to Win with Bakery Breads; Digital Intermediaries & Their Impact on the Retail Value Chain; Profile Optimization, Posting Frequency, & Measuring Success; How to Create Good Content; Reputation Management Matters; and Focus on Allergens: A Matter of Trust. IDDBA members have access to all association research at iddba.org.
About IDDBA: IDDBA is a nonprofit membership organization serving the dairy, deli, bakery, cheese, and supermarket foodservice industries. Member companies enjoy many benefits and services including the annual seminar and expo, leading-edge research, training programs, management tools, and an annual trends report. For more information, contact IDDBA at 608-310-5000 or visit iddba.org.
Source: International Dairy-Deli-Bakery Association (IDDBA)™
