Merchandising can be a game-changer for organics
Merchandising can be a game-changer for organics
The key to moving the needle for the organic produce industry might just be building large, eye-popping displays.
At least that was the main takeaway from a session on produce merchandising at the Organic Produce Summit in Monterey, CA, July 9-11.
“Wow merchandising can change shopper and consumption patterns,” said Mark Mulcahy, owner and founder of Organic Options Consulting, and also the moderator of that specific OPS educational session. “Merchandising Magic: The Power of Wow on Operations, Profitability & Customer Engagement” featured Kat Britt, coordinator of produce and culinary innovations at The Turnip Truck Natural Market; Jeff Fairchild, a buyer for Organically Grown Co.; Columinate Produce Specialist and Consultant James Morrell; and Jonathan Steffy, vice president and general manager at Four Seasons Produce.
Steffy echoed Mulcahy’s premise noting that large, peak-of-the season displays of organic produce invite the customer to purchase the product. He said the shopper sees an exciting, huge display and they want to be part of it. And they are not concerned with price. “Merchandising creates the impulse purchase,” he said.
Britt said a retailer can tell a story through a big beautiful display and create a connection with the customer. Turnip Truck has four stores in Nashville, TN, each featuring an array of organic produce.
Fairchild agreed the art of merchandising is telling a story. By the displays you build and where you place them in the store, he said you are telling the customer what you want them to buy. And if you are successful and they do purchase product from your lead displays, he said they don’t remember the price they paid, but they do remember the eating experiences.
He added that great point of sale signage and sampling are useful tricks to enhance the display and create that merchandising magic. Fairchild reiterated that sampling can be an excellent way for a retailer to differentiate themselves from the competition. That merchandising tool fell on hard times during COVID and the following years, but now it’s coming back.
He also noted that when building a wow display, it should still be simple and easy to execute.
Morrell, who noted that he has had 35 years of experience in the retail merchandising arena, agreed that a great display has to be more than beautiful, it has to be able to be duplicated by others and restocked as product is bought. “Merchandising is a team sport,” he said, adding that building that team is a key ingredient to the retailer’s success
He also said to remember when building a memorable display, “you are building a customer experience,” he said. “Engagement is the key.”
Mulcahy challenged the panelists to offer both obstacles and opportunities for the future of merchandising and organic produce.
Fairchild said staff engagement offers both the obstacle and engagement. In today’s retail environment it is very difficult to keep and train good staff. On the other hand, he said lots of staff members have an artistic side that can be tapped when creating great merchandising moments.
Steffy had a similar response in noting that both the obstacles and the opportunity come from the same concept. When working with suppliers and retailers, everyone has individual goals and getting them to align can be difficult. But when there is a concerted effort to get to an end-game together, the results can be great.
Morrell agreed that connecting the supply change is an important factor. He said another key piece is to allow your team to think outside the box.
Britt said it all comes down to having a plan and executing it in order to create merchandising magic. But she said the plan also has to allow for autonomy, empowering the team to be creative.
