Peanuts for Produce Department Profits
Creative Displays of peanuts and peanut products capture customer
attention and stimulate increased sales
Special Prices-such as buy two, get one free generate volume
Sampling-spurs sales because "you can't eat just
Contests-such as a "guess how many peanuts in a
jar" slows the customer for a stop at the peanut display and in turn
increases product movement
Large instore signage is a successful way to direct even the most hurried
customer to the peanut display
Cross Merchandising peanuts with beverages is a winning plan (as peanuts
are usually consumed with a beverage)
Involve Staff- their enthusiasm and ideas are the best sales
Historically inshell peanuts have been a
profitable item for produce departments, delivering as much as a 40% profit
margin. This profit potential teamed with high consumer acceptance (nearly
everyone likes peanuts) and ease of handling (no special care requirements or
product loss through shrinkage, plus a shelf life of several months) has made
inshell peanuts an inviting item for produce managers to promote.
"Well planned and efficiently executed
promotions are key ingredients for building store traffic, enhancing peanut
sales and boosting produce department profits, as with many other produce
items, peanuts are most often purchased on impulse, so catching the customer's
attention is an essential step toward increasing sales.
Price cuts, retail ads and special displays
are some of the keys to successful inshell peanut sales. Each technique used
alone is effective in increasing sales, but by combining promotion tools, the
effectiveness of each is greatly enhanced.
Produce managers should capitalize on
peanuts' sensitivity to promotion. "For example, North Carolina State
research shows that if the average item in the supermarket has a sales increase
of 35%, from a 15% price reduction peanut sales may increase by as much as
48%. To maximize increases, creatively employ as many promotion tools for
peanuts as staff and budget allow.
Just selling more pounds of inshell peanuts
and generating more revenue for the produce department may not be the only
benefit of peanut promotions, after all, successful promotions should
ultimately increase both produce department and store profits. Promotion
profitability can be enhanced by promoting products that attract customers who
will fill their shopping carts or that will encourage purchases of other items,
either complementary ones or items located near the promoted products. Inshell
peanuts appear to be an excellent candidate for such a successful promotion
INSHELL PEANUT MERCHANDISING AND MARKETING IDEAS
Ideas gleaned from past inshell peanut
display contest participants
start the month with a price cut and for
added impact increase the discount each week of the month. A "buy two get
one free" sale generates volume purchases.
inshell peanuts featured in ads frequently
nets placement on the shopping list.
increased ad value results when customers
are alerted to a "peanut sale" at the first of the month and ad
coverage builds as the month and the inshell peanut promotion continues.
capitalize and build on the impact of your
food page ads with a fresh reminder to purchase inshell peanuts.
feature your inshell peanut special on the
window in larger than life size to be seen from instore and out.
Generate fun and enthusiasm for the
promotions among staff AND customers:
- contests - a "guess
how many peanuts" jar at the peanut display stops the shopper and
generates sales [put guesses in a box, indicate contest deadline date and
offer a prize; post winner's name(s) after contest].
- use staff developed intercom alerts to announce inshell
peanut sales specials and to remind shoppers to buy.
- buttons or signs on check out staff promote your peanut promotion theme, (especially
valuable for a month long promotion). Be sure to have a "last
chance" inshell peanut display at checkout.
- *sampling ("bet you can't eat just one")
- a self service basket of inshell peanuts
and a trash container is the simplest way to sample.
- ideas used successfully by previous
display contest contestants include: inshell peanut samples being offered by a
girl scout, a high school cheerleader, a football player in uniform, a friendly
produce staff person, an ape costumed person (with a banner saying "I'm
ape for peanuts"), a pink "ape" (which was loved by children), and
various other fun costumed samplers.
*[A Cornell University
study ranked instore sampling third (of 22 advertising and promotion tools) in
its ability to increase product movement.]
display visibility is key
to generating impulse sales of inshell peanuts
multi-displays of inshell peanuts scattered throughout the store
offer opportunity for cross merchandising and constant reminders to buy.
themed inshell peanut displays offer a break from the usual and grab the
a truck load sale - a real pick up truck loaded with inshell peanuts
parked in the produce department captures the customers' eye and allows for
cross merchandising with beverages underneath (be sure peanuts are always
easily and conveniently accessible).
a wagon load sale - a real antique wagon or one made from a display bin
with cardboard wheels is an attractive way to convey the inshell peanut
whether it's high school, college, or the
pros, football themed inshell peanut displays work well in conjunction
with the Superbowl season - decorate your peanut display with jerseys, pom
poms, and streamers in team colors; use football terminology in your signage
(ex. "catch the peanut flavor," "peanuts, a winning snack,"
"pass the peanuts," etc.).
a lawn mower "pulling" several bins of peanuts with a
"mowing down the price" sign grabs the shoppers' eye.
a cardboard train with train car display bins of inshell peanuts is a
fun way to connect several display bins; as the peanuts sell out, the train
create impact and command customer attention
with a nut shack or hut, built of peanut packages.
cartoon and television characters added
to displays are an effective way to
present your sales message and a reminder to buy inshell peanuts; signage can
reflect the personality of the character.
a circus themed inshell peanut
display with animals including elephants and monkeys or a "carrousel"
island display have shopper appeal.
a simple to make All American themed display
can make use of a red, white and blue color scheme with striped bunting and
flags to convey inshell peanuts as the All American snack.
easily seen by shoppers from all across the
store, a giant brown paper bag (to the ceiling) with paper cut outs of
inshell peanuts spilling out the top is a unique way to convey your message.
To see photos of displays Click Here .