Ways to talk turkey to your customers.
There's an old grocer's adage that says, "Sell 'em the bird and they'll buy everything else on their holiday list at your store." Whether or not that happens not only depends on how well you merchandise the turkeys but also on how effectively you tie-in related items with your displays. Here are some prize-winning examples of merchandising efforts that sold both turkeys and other holiday menu products.
Nestled in a nest of frozen turkeys, this giant cutout with feet protruding from the front of the display, provides an amusing splash of color to the turkey display at Alpha Beta #585, Stockton, California. Stephen Goff, who produced the display, supplies a colorful tailfeather backdrop for the display with a series of crepe paper streamers.
To be ready for shopper demand for competitively priced turkeys, Alpha Beta #560, Fresno, California, piles them high with a waterfall extension into the aisle. Alan Couto, who built the display, uses an oversized plastic turkey with colorful paper tailfeathers and supplier point-of-purchase materials to help attract attention.
Alan Reynolds of the Fisher IGA Foodliner, Wynee, Arkansas, uses an unorthodox approach to the displaying of turkeys and related items by featuring them on an unrefrigerated gondola end. Reynolds reports that during high traffic periods, the turkeys move so fast that thawing is no problem. However, during the slower periods, he rotates the frozen turkeys at least three times a day. Topped by a hand-drawn sign, the display includes canned sweet potatoes, stuffing mixes, pineapple rings, shredded coconut, cranberry sauce, cherries, marshmallows, chocolate morsels and other holiday foods.
To help recall the frontier atmosphere of this country's first Thanksgiving celebraton, a log cabin structure was constructed around this store's freezer display of turkeys. A child mannequin, dressed in a Pilgrim costume, plus the decorative use of Indian corn and special artwork, add to the theme. Related-item purchases are encouraged by bushel basket displays of baking potatoes, onions, sweet potatoes and apples along sides of the cabin. Display was created by Art McCullars, Brookshire's #5, Longview, Texas and by Roger Burks, sales rep of Brown-Moore & Flint, Inc., Dallas, Texas.
With sails unfurled, the Mayflower sails again down the meat aisle at the St. Bethlehem Foodtown, St. Bethlehem. Tennessee. Built around a freezer unit, filled with turkeys, the decks of the ship feature stuffing mixes and other related items. Patrick Rey of Foodtown designed this nautical tie-in with Thanksgiving.
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|Title Annotation:||marketing turkeys via supermarkets|
|Author:||Dyer, Lee W.|
|Date:||Sep 1, 1984|
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