Charcuterie News, September 2020
Communication, product placement and providing theatre are key elements to delivering an excellent smallgoods category, according to Greg Wooller, Head of Grocery Sales for AMIC member Don.
“Whether it is around signalling the key elements of the category (ie, breakfast, sandwich, snacking or entertaining) or helping shoppers navigate the different types of cuts and sources of meat, communication will continue to play an important role,” says Mr Wooller.
Product knowledge, up-selling and cross-selling are all part of delivering the experience to the consumer, as well as boosting sales in a market that has very high overheads.
In regards to your cabinet layout, occasion-based product placement is the most effective.
“Bacon is the traffic driver of the category due to its high household penetration and with its versatility in cooking usage it should be blocked together and positioned adjacent to meal makers (diced bacon, shredded ham, pancetta, chorizo).
“Everyday sliced meats encompasses sliced ham, poultry, beef & pork. These should be positioned next to sliced salami as they are also used in sandwiches, which then flows into snacking/entertaining (salami sticks, prosciutto and platters).”