CATEGORY MANAGEMENT | MEAT
price points and proteins helps retailers serve both groups.” Creating value beyond price is important as more shoppers look past the cheapest option, said Bill Booth, vice president, meat and seafood, for The Save Mart Compa- nies, a Modesto, Calif.-based operator of approximately 200 Save Mart, Lucky and FoodMaxx stores throughout California and Western Nevada. “Some customers are stretching every- day protein dollars; others are trading up around specific occasions; and many are moving between those behaviors depend- ing on the meal,” he said. Save Mart analyzes the shopper seg- ments that live near a store and how they eat in determining the most appropriate selections to offer in each location, Booth said. Such customers often have a mix of preferences ranging from mainstream choices to premium products, and that requires “enough breadth to solve their needs rather than putting a store into one box,” he said. The retailer also is focusing on making shopping simpler by selling meats at fixed prices, including its $25 “Butcher’s Bundle” box which has a mix of selections, Booth said. “It gives customers clarity in an envi- ronment where variable weight pricing can create uncertainty,” he said. “They know what they are spending; they get variety across proteins; and can solve multiple meals with one purchase. That predictabil- ity matters.” Merchandisers can further differenti- ate their meat departments by generating positive experiences rather than simply selling products, Roerink said. “Consumers notice retailers that provide meal inspira- tion, attractive displays, knowledgeable associates and consistent quality,” she said. “Those are much harder for competitors to replicate compared to a temporary price promotion.” Having astute staffers is crucial as con- sumers value advice on cooking methods, cuts and preparation, especially when experimenting with less familiar proteins, Roerink said “The easiest sale is the one where the retailer removes uncertainty,”
Save Mart is focusing on making shopping simpler by selling meats at fixed prices, including its $25 “Butcher’s Bundle” box which has a mix of selections.
she said. Stores also will standout by responding to the increasing shopper interest in meal planning and protein intake, said Jason Resner, president of DNR Sales & Mar- keting Strategy Advisors, a Naperville, Ill.-based grocery industry consulting firm, and the former vice president of fresh mer- chandising and procurement for Downers Grove, Ill.-based Fresh Thyme Market. Measures can include the launch of dig- ital marketing and social media campaigns that post images of meat and poultry and reveal the amount of protein grams in the products while demonstrating preparation methods in 15- to 20-second video clips, he said. “It cannot be a long cooking demo as that loses more interest than it usually gains,” Resner said. It is also vital for operators to always stock the necessary amounts of inventory while maintaining attractive and organized displays, Resner said. “Having a full-blown marketing and social media campaign can actually be detrimental if the customer
arrives at the store and cannot easily locate or shop the offer,” he said. SIGN OF THE TIMES Displaying attractive signage that commu- nicates product quality is a “big deal” as well and is particularly important when addressing top-income consumers who care about more than price, said Chris DuBois, Circana senior vice president, perimeter practice leader. In addition, retailers can use signage to highlight promotions or novel sales events and attract additional shoppers to stores, he said. Initiatives can include offering special deals to commemorate “National Hot Dog Day” or a weekday afternoon lower price “happy hour,” DuBois said. “Being creative gets people inter- ested and excited to shop,” he said. “Most customers follow the same paths when shopping in stores with little variation, so it is important to pull the shoppers out of their routines. Retailers should have fun engaging people.”
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