Secondary displays drive first-rate potato sales in West

Using secondary displays to shine a spotlight on potatoes is more important than ever in today’s economic climate, advised Kent Beesley, Idaho Potato Commission retail promotion director-West/Canada.

“That’s how you lift your sales,” Beesley said. “All of the Western region saw potato sales gains this year, and I see that increase continuing, especially for retailers that have learned the value of moving potatoes out of the back of the department. Even though prices are up on potatoes, they are still one of the best values in the produce department. Potatoes should be highlighted and advertised with secondary displays in the produce department as a top value item.”

Potatoes on display
To see how much a secondary display can help boost potato sales, look no further than the produce aisles at one major Southern California retailer, said Beesley.

“They ran 5-pound Idaho red potatoes in their ad and incorporated five-pound Idaho russets and golds in their secondary displays,” he said. “The week that Idaho reds were advertised, they performed 16 percent better in sales versus rest of market, and russets had 30 percent better dollar sales. This was just by adding the non-advertised russet and gold bags to their secondary displays with the Idaho red bags from the ad!”

Beesley said he sees many retailers now using this strategy of combining advertising with secondary displays. “When you advertise an Idaho bag, go ahead and incorporate your other Idaho bags into your secondary displays, and your sales dollars will increase at least 22 percent for your chain,” he said. “This is also an example of how important it is to run your volume drivers in your ads — 24-ounce gourmet potato ads do not drive consumers to your stores.”

Beesley said he has worked with other retailers who put up secondary displays even before their ads ran and were pleasantly surprised by the results.

“The lift on the non-advertised potatoes really shocks them,” he said. “When they put up the display a week before the ad runs, they’ve told me they can’t believe how many potatoes they’ve sold before the ad broke.”

Spud strength
Beesley emphasized that retailers who appreciate how strong the potato category is are the most likely to benefit from the popularity of America’s favorite vegetable.

Potatoes have been shown to double the average customer basket size, for example, from $43.21 without spuds to $89.50 with potatoes, according to data from Kantar Insights Consulting. More than 75 percent of Americans eat potatoes at least once a week, and 87 percent of shoppers know they are going to buy potatoes before they leave their house, reported Potatoes USA.

“Never take potatoes for granted, because your customers certainly don’t,” said Beesley.