Features
“We were looking for different ideas at the stands that we could then put in our stores and then sell those ideas to our customers; for them to accentuate the offering of their stores,” he explains. Savanello continues, “Because people were coming into our stores looking for a solution that replaced restaurants and that indulgence. They weren’t looking to pull back on what they were eating. They were looking for us to help expand that for them, and I really feel like we accom - plished that.” Fresh-cut fruits and vegetables witnessed a significant boost in sales. “We were leaning on creating family-sized packages and offering fresh sides as meal solutions. We really went after trying to replace the restaurant because people were looking for that,” adds Savanello. Packaging trends also evolved at Wegmans. “We try to follow consumer demand from two steps ahead,” notes Gaylord. “During the pandemic, there was an increased demand for packaging. That has continued. Once, every - one wanted bulk green beans.” However, this practice has diminished post-pandemic, and Wegmans envisions a future where all green beans will be pre-packaged. Another enduring positive outcome from the pan - demic era is the surge of floral sales. During Covid-19, homebound SpartanNash customers purchased floral products to enliven their spaces with fresh, vibrant flow - ers. Savanello noticed, and continues to see, significant growth in the floral sector. “We’ve actually increased our assortment, and we even have more higher-end items.” Cross-merchandising Regardless of the persistent presence of Covid-19, cross-merchandising remains a crucial strategy. “We cross-merchandise every single week,” says Penfield of Sendik’s. “Typically, in our stores, the front position is a produce display that’s in place virtually every week of the year — save for perhaps Mother’s Day and Valentine’s Day — and we collaborate with our bakery, deli and meat departments, just aligning the plan for the week.” There is a real need for having local product whenever we can. — JIM GAYLORD
For instance, when strawberries are in high demand, the bakery steps in “because at the end of the day, the per - son buying a strawberry is more likely to pick up angel food cake, and vice versa. So, it really helps us on both sides of the table to help us drive additional sales,” he adds. Penfield says that, “Shopping should be fun. It shouldn’t be a chore. It should be something that’s rewarding and makes the experience more exciting for our guests.” Included in this approach is Sendik’s Hatch chile pep - per promotion. This commences outside the store with massive roasters methodically processing Hatch peppers. Though Hatch peppers weren’t traditionally popular in Wisconsin, Sendik’s five-year-long Hatch pepper pro - motions transformed an initial four-pallet venture into one-and-a-half trucks’ worth of sales in 2023. The Hatch pepper campaign is store-wide. The bakery showcases Hatch-spiced cornbread and Hatch-spiced chocolate chip cookies. Sendik’s deli presents Hatch peppers in enchila - das, guacamole, Pico de Gallo and a cheese dip. Meanwhile, Sendik’s meat department crafts “incredible” sausages and hamburgers infused with the pepper. For Spartan Nash, cross-merchandising helps to champion home cooking, as Savanello points out. “Post- pandemic, we’re more inclined to drive ideas and inspire people to assemble meals. Or, pair an apple with a caramel dip and nuts.” Shoppers are encouraged to “assemble the whole package. Whether it’s pre-made sides, or pairing your asparagus with hollandaise sauce.” Social Media Leveraging various social media platforms, Sendik’s educates and excites its consumers. For instance, during the summer, Sendik’s accepted online pre-orders for Michigan blueberries, allowing consumers to secure their purchases in a market where demand outstripped supply. The company also aggressively promoted its Hatch pepper campaign online.
Vision Magazine 21
October/November 2023
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