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CHEESE CORNER<br />
are displayed together and also provides<br />
added opportunities for incremental sales.<br />
“This ability to visualize tends to lead<br />
shoppers to buy more of the products they<br />
need because they identify things that may<br />
not have been on their list or top of mind to<br />
begin with,” says Lorenz.<br />
In this way, the deli can help drive incremental<br />
sales of crackers. When these items<br />
are available in two places in the store,<br />
catching the eye of the consumer when<br />
they are thinking about cheese, meat and<br />
other items will help build the basket.<br />
“I think presenting pairing ideas to consumers<br />
as a ready-made solution increases<br />
the sale of all of the pairing items,” says<br />
Figgins. “It increases the sale of crackers<br />
when salami or cheese is being featured<br />
and the sale of salami, cheeses and dips<br />
when the cracker is being featured.”<br />
Also, crackers placed on deli counters,<br />
in shippers or display vehicles provide<br />
answers for consumers and opportunities<br />
for retailers more so than solely relying on<br />
shelf positioning.<br />
Still, it’s the presentation, not just the<br />
placement that will help sell these items.<br />
“Retailers have to put up enough units<br />
or cases to make an impact,” says James<br />
R. Anderko, national sales manager<br />
at Hingham, MA-based<br />
Venus Wafers Inc. “Knee knockers<br />
get lost on the floor, since<br />
people don’t typically look down<br />
when shopping.”<br />
With entertaining, it’s about<br />
creating the experience, and deli<br />
placement helps put all the pieces<br />
together for consumers.<br />
PHOTO COURTESY OF 34 DEGREES<br />
Product Placement<br />
Manufacturers recommend<br />
positioning crackers in the deli<br />
as close to the cheese case as<br />
possible. This helps make the connection<br />
between cheese, spreads<br />
and other accompaniments.<br />
“Some examples we have<br />
seen that work really well for<br />
center aisle cheese cases are<br />
[crackers] displayed above and<br />
on the top of the case,” says Lorenz. “We<br />
have also seen shelves placed around the<br />
base of a case that include crackers or<br />
additional baskets attached or next to<br />
cheese displays.”<br />
Temporary shipper displays or wire<br />
racks also are effective solutions, particularly<br />
during busy seasons and holidays as<br />
these provide points of interruption.<br />
Additionally, La Panzanella Artisanal<br />
Foods Co. demos its lines in select stores<br />
with a cheese or spread product.<br />
“This is a very effective way for us to<br />
showcase the versatility of our Croccantini<br />
OCT/NOV 2015 <strong>DELI</strong> <strong>BUSINESS</strong> 51