Branded Beef POS Moves More Meat: Study
What makes a fresh meat brand standout in the case?
The Star Ranch Angus team from Tyson Fresh Meats has some clues.
Recently teaming with a Midwest grocer to study the effectiveness of branded meat case marketing materials and its role in attracting customers and stimulating sales, Tyson Fresh Meats found that stores displaying Star Ranch Angus point-of-sale (POS) outperformed in both dollar and volume sales vs. those stores that did not.
The test included 10 locations, with five stores utilizing POS elements and five control stores which did not. Test store sales generated higher sales than control stores by a healthy 13.2 percent in dollars, and 8.3 percent in volume.
“We’re very pleased to see that our branding and marketing efforts are helping retailers achieve success,” said Kent Harrison, VP of marketing and premium programs for the Dakota Dunes, S.D.-based Tyson Fresh Meats. “Our goal is to not only be a fresh meat supplier to our retailers but to also be a marketing partner and resource to them.”
Test POS elements were from the Star Ranch Angus “100% Mouthwatering” beef promotion, and included an ironman sign with hardware, banner, shelf billboard, and a limited number of coupons. Promotional hats for the meat department staff were also part of the POS kit.