How to Drive Traffic By Merchandising Your Store’s Signature Items
Offering a unique signature item is a great way to build your brand.
In theory, your store’s signature foodservice item (like a rotisserie chicken, a sandwich or a pizza) drives traffic. It’s craveable, so shoppers come in looking for that one special product but grab a few extras while they’re in store. It’s an extension of your brand that’s made its way into your shoppers’ weekly rotation.
Except the data tells a different story.
When asked, “Is your favorite grocery store known for one of its foodservice items?” two out of three shoppers said either “no” or “I’m not sure,” according to research from FMI’s The Power of Foodservice at Retail Report.
How Can Food Retailers Drive Awareness for Signature Items?
Your merchandising strategy can be the difference between well-known and unknown.
Whatever your signature item is, your merchandising tactics should support it. Here’s how to boost shopper awareness of your signature item, driving traffic in the process.
Create a Dedicated Destination for Your Signature Item.
Make a visually distinct area with unique signage to catch shoppers’ attention, starting with the right display case.
The PT-R Self-Service Multi-Deck is a great foundation for eye-catching merchandising, with several available case lengths and a range of options, including a food prep cold rail top. This display case offers flexibility by featuring a self-service front for prepackaged meal options and a service prep area behind a food guard for customers interested in freshly prepared meals made to order. Additionally, features such as Clearvoyant® LED lighting make this case ideal for showcasing products in the best light.
Cross-Merchandise to Entice Shoppers.
Satisfy shoppers looking for quick recipe ideas by combining your signature item with other products for a full-meal solution.
The latest research indicates that shoppers are increasingly eating at home and planning meals in advance, so set up a display that pairs your signature item with complementary sides and add-ons. You’ll bring awareness to your signature item and make it convenient for shoppers to build their baskets.
Add Strategic Multi-Location Merchandising Placements.
In addition to your signature item’s dedicated destination, add smaller, strategically placed displays for disruptive merchandising.
Build engaging displays in high-traffic areas that showcase your signature item. Use a self-contained refrigerated case like the PF Self-Service Multi-Deck for maximum merchandising flexibility.
With an industry-leading array of specialty cases and customizable options, Hillphoenix has the tools you need to meet any merchandising goal. In fact, we’ve been supporting food retailers with merchandising insights for over 90 years and delivering whole-store refrigeration solutions for 138+ years.
About the Research
This post is powered by research from FMI’s The Power of Foodservice at Retail Report, which Hillphoenix proudly sponsored. The report contains insights based on real shopper feedback, offering an in-depth look at foodservice at retail through the shopper’s eye.