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The Grocer's son.

If you're in the grocery business, try to see the fully subtitled French film called, in English, The Grocer's Son. The French countryside is exquisite. The young man playing the title character is pretty gorgeous too. And the customers, many of whom are octogenarians, are a fabulous mixture of petulant, whining, charming, flirtatious, and hilarious. I have childhood memories of a produce huckster coming into the neighborhood, and how my mother would run out with pleasure and excitement at the opportunity to buy fresher berries, tomatoes, and corn than she could get at the supermarket. Sadly, I was one of the millions of kids that gagged when forced to eat vegetables, so if our huckster had beautiful string beans and broccoli, I never-noticed.

The film includes some wonderful lessons in grocery marketing:

1. If customers think you care about them, they will buy ten times as much as they will if they think you don't care about them.

2. Even if they complain about it, decorating the truck or the store can be as much fun for your customers as for your employees.

3. Being good to the children is an effective way to sell a lot of groceries to the parents.

4. Going beyond the call of duty pays dividends even when it doesn't cost much to do.

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Publication:The Shopper Report
Date:Oct 1, 2008
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