Powerful retail pear promotions increase rings at the cash register
Powerful retail pear promotions increase rings at the cash register
Retailers are encouraged to take advantage of a host of programs developed by the Pear Bureau Northwest designed to increase pear sales. “We have a robust promotion program planned for the upcoming season that incorporates successful tactics such as in-store radio and in-store sampling,” said President and Chief Executive Officer Kevin Moffitt. “We plan earlier sampling activities for Bartlett and Starkrimson pear varieties in order to get the momentum started for the season. We will also continue our partnership with the popular children’s television program, ‘LazyTown,’ where pears are featured in several episodes to encourage families to eat pears as a part of a healthy and active lifestyle. ‘LazyTown’ is integrated into our in-store activities and point of sale materials as well as our school and consumer outreach.”
For the first full season, produce department personnel can also take advantage of a new online training program. Moffitt said the program includes pear basics and information about the pear category as well as merchandising tips and a variety of information that can be passed along to consumers. The program is available at www.usapears.org/training.
“We also have new research to share with retailers to help them maximize their pear profits,” Moffitt continued. “Retailers like to see actionable data and ways to increase their pear sales. Specifically, they appreciate seeing information showing how they compare to their competition and learn about ways to improve. Our team of regional marketing managers based around the country can provide retailers with customized research and analysis of their pear category along with tailored strategies to boost pear sales throughout pear season.”
He was asked what kind of feedback the bureau is receiving from retailers and consumers regarding the pear category. “Consumers want information on selection, ripening and storing pears as well as how to use the different varieties in recipes,” Moffitt responded. “Consumers are very interested in nutritional information as well.”
The conditioned pear program continues to grow. “Last season, four retailers began carrying conditioned pears, bringing the total number of retailers who condition or carry conditioned pears in North America to 47,” Moffitt stated. “Research has shown that retailers adopting a conditioned pear program can increase their pear sales by over 19 percent.”