Perishable Signature Item Strategy
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This document discusses strategies for promoting signature food items that are unique to the store in order to increase sales and customer loyalty. It recommends focusing on locally inspired foods and exclusive products that cannot be found elsewhere. Specific signature items are listed and a marketing plan is outlined to build awareness of the store's brand through various communications channels like circulars, in-store signage, digital ads, and associate recommendations. Support elements include high-quality product photos, detailed descriptions of ingredients, guarantees, and contests involving local customers and chefs.
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Perishable Signature Item Strategy
- 2. Brand and Promote Signature ItemsJOB 2:
- 3. Signature Items Mean Differentiation – Items that Wal-Mart (or Chopper or Wegmans) can’t duplicate. – Excellent Signature Items can make us famous; • Customers will go out of their way to stop by for them. – Helps us focus on being a valuable local business – Geared to local tastes – An affordable extravagance Brand and Promote Signature ItemsJOB 2:
- 4. Marketing Goals for Signature Items: – Increase ATS – Convert secondary to primary – Increase basket size and customer count – Margin friendly Brand and Promote Signature ItemsJOB 2:
- 5. • Fresh Chicken Pesto Feta sausage • Bleu Cheese Seasoned Beef burgers, • Seafood salad, • Shrimp Cocktail for Two, • Six-inch Lemon Meringue Pies, • Headlight Donuts, • Lemon Pepper Rotisserie Chicken, • Honey Chicken Salad, • Egg Plant Rollatini. Brand and Promote Signature ItemsJOB 2:
- 6. Marketing Communications Challenge – New Brand must communicate: • Localness • Goodness • Exclusiveness Must integrate with the tonality of Big Smiles. Fresh Food. Low Prices. Brand and Promote Signature ItemsJOB 2:
- 8. ROLL-OUT • Circular • Massive in-store POS • Digital • Circular • Continual Sampling • Couponing • Broadcast (We have something to say!) • Associate Talk Up • Testimonials
- 9. Support Components – Really outstanding food photography for every item; (can’t cheap out on this) – Romance copy describing ingredients – All natural or organic when possible? – Double Your Money Back Guarantee (or some wild promise: Bring it back even if you already ate most of it.) – Tested and approved by panel of local chefs – Web site contest to come up with other local favorites; your recipe could be used, prizes for best entrants; do it during the fair ala Pillsbury Bake Off – Could conceivably name them with a special local flair (Orange Men Sherbet? Lake Effect Frozen Niblets?)