LIVE FROM IDDBA 2014: Sales and Service


Harold Lloyd, the dean of grocery retailing motivational speakers, offered his annual laundry list of ways to stir up sales as the morning began on the second day of the 2014 International Dairy-Deli-Bakery Show, Monday in Denver.

Decked out in angling gear, Lloyd presented his latest advice to help grocers "Fishin' for Sales." His broader message to retailers was to "cast a wider net" by looking to other marketers -- like c-stores, restaurants of all types, and even hotels, car rental companies and airlines -- for better ideas on how to inspire shoppers and, hence, boost traffic and basket ring.

"Supermarkets seem focused too much on competitive pricing and budget hours," Lloyd said. "The other competing formats seem to focus more on guest relations and selling. Who's right? Who's growing?"

Lloyd offered ideas, culled from his extensive travel to retailers around the country, for department-specific improvements. Among them:

  • Having all employees to take 10-minute daily "out and abouts" to get to know shoppers better
  • Removing the spoons from deli case salads for a cleaner presentation
  • Handmade signs that convey freshness, friendliness and lower price
  • Rounding prices for easier sales decisions
  • Displaying fresh items at checkout for cross promotion and impulse purchases

Dude Looks Like a Shopper

Also on Monday morning, Bill Klump, marketing SVP at Butterball and this year's IDDBA chairman, shared data indicating that men are taking on a greater role in grocery shopping and buying decisions, requiring grocers and product marketers to alter their merchandising strategies accordingly. Today, 60 percent of men are responsible for grocery shopping, compared to 94 percent of women who handled the task in 1979, Klump notes. Some key points:

  • Men are more brand loyal and less concerned than women about promotions
  • Men tend to make "mission-oriented" shopping trips, eschewing lists and coupons
  • 86 percent of men like to experiment with recipes
  • Shopability, promotions and packaging should be altered to engage male shoppers
  • CPG companies already recognize the shift, exemplified by products like protein-enriched Powerful Yogurt, Dr Pepper Ten and Tide's NFL co-branding

Rounding out Monday's sales-related speakers was best-selling author and social media expert Gary Vaynerchuk, who urged retailers to keep up with the rapidly accelerating advancements in technology. "I market in the year we actually live in," Vaynerchuk said, insisting retailers stop wasting money on print, TV, radio and outdoor. "People aren't looking at billboards," he said, noting motorists' phone use. "They're not even looking at the road."

Headlining the morning was former senator and secretary of state, and presumed 2016 Democratic presidential front-runner Hillary Rodham Clinton, who discussed some of the less controversial aspects of her political career. Noting her support of the New York dairy industry while in the Senate, she said government should be doing more to help grow businesses. From the other side of the aisle was publisher and former Republican presidental candidate Steve Forbes, who criticized the current administration for a slow economic recovery, urging better fiscal leadership and pro-growth policies like a flat income tax.

On the Show Floor

Monday's stops on the expo floor included these companies:

  • Clear Lam, displaying its Prima Pak rollstock packaging that, since its debut at last year's show, has started being used by Fisher Nuts and other CPG marketers. Clear Lam also showed the pouches it developed for Stonyfield's YoToddler yogurt and snap-apart packaging for portioned snacks like crackers, cookies and small fruit.
  • Anco Fine Cheese, displaying its extenive portfolio of internationnal cheeses, in particular its British offerings and new packaging for its Valley Forge domestic cheese line.
  • Dawn promoted the latest products in its partnership with TV's "Cake Boss," now in its third year. In addition to a line of cake decorating products, three fondant-iced cakes joined the previously released buttercreme selections. Dawn has also released a new line of colorful frostings, free of trans fats and hydrogenated oils; its dynamically swirled Vortex cakes; and a Weight Watchers branded line of low-calorie snack cakes.
  • Zilks Foods, offering a line of all-natural, non-GMO and gluten-free salsas, dips and hummus. The latest: Artichoke and Parmesan Greek Yogurt Dip and Green Hatch Chili Tzatziki.
  • Sandridge Food Corp., which offers several tasty new cold salads (including black-eyed pea & couscous, and Southern 3-bean), as well as a host of hot entrees and sides.
  • Gluten-free pizza crusts from Venice Bakery, which sampled a delicious onion and gorgonzola pizza, among other topped crusts.

Follow my live coverage of the IDDBA Show on Twitter @jimdudlicek



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