"Kroger Sells With Item & Price"
By Joel M. Albrizio, President
"Lets Call It P.O.P. Point Of Purchase....It Works"
Supermarket retailers will always ask, "what is the secret to building the average basket size"?
The simple answer is to make readily available the relationship between item & price. How do we best accomplish this? Signs, Signs, Signs!
If you have followed my previous writings and agree we must first brand the retail food entity, then develop an advertising program for external distribution with both balance in print and digital. Now by adding those easily recognized price points to the external advertising we have created the impression of the value proposition every supermarket strives for.
"Kroger Talks To The Customer"
So when the customer visits the supermarket, he or she has intended target purchases. How will we as retailers expand that retail target?
"In Store Signs Speak To The Customer & Expand The Basket Size"
Department by department we must slow the customers shopping pace with in store advertised specials that will ultimately expand the basket size.
While we rarely use this format to suggest an Adlife purchase directly I must depart from that logic today. Adlife designs and sells to the retailer full sign programs designed, printed and delivered for less than the supermarket retailer can purchase the paper.
"Vicente's Supermarkets Is All About Item & Price"
We have water proof perishable signs programs that eliminate laminating signs to protect them and signs of every shape and size. Our programs are so diversified most customers have different prices and item variations from store to store for as little as 5 cents apiece for custom shelf tags.
Don't be afraid to to ask your customer for the sale. Item and price works in-store and the supermarket retailer will expand the basket size if the customer recognizes whats actually available and at what price.
So today we too asked for the sale. While I will rarely do this, signs are an Adlife specialty and an area almost every retailer overlooks in the goal to a larger basket size.
In closing, many have asked why I choose to write about what we see in the supermarket industry today and my ideas. It is our belief at Adlife that to sell through cold calling only as a company is disingenuous. Just lowering your advertising costs will never resolve any supermarket retailers larger issues long term. At Adlife we believe our ideas and its resulting branding will give new life and direction to your company. So for that reason we chose to open the discussion.