WEB EXTRA: Solution Selling at Big Y
Competition, including online, is such that more needs to be done with housewares to satisfy shoppers’ needs. That means “solution selling” and cross-merchandising of appropriate products.
A 65,000-square-foot Big Y Marketplace in Connecticut appears to have solution selling in play down most of its aisles.
The store features a well-stocked Kitchen Solutions department, running about 48 linear feet. The inline section includes appliances, cookware, kitchen tools and towels, facing a similar-sized aisle of ovenware, glassware, foilware and food storage.
Appliances include hot pots, can openers, mixers, rice cookers, toasters, blenders, crock pots, electric skillets, panini presses, sandwich makers, food steamers and coffee makers, priced from $15.89 to $29.99. Brands include Keurig, Proctor Silex, Oster, Hamilton Beach and Cuisinart.
The store takes advantage of cross-selling seasonal opportunities; with lobster pots adjacent to fresh fish; a $199 grill opposite the butcher; grilling accessory outposts near packaged meats, including a corrugated display of Kingsford barbecue tools selling for $6.99; and a Chicago Cutlery continuity promotion. A wooden side display of watermelon bowls, retailing for $12.99, and a 54-piece plastic storage set, at $9.99, could be found on a side end cap in the freezer section.
Springfield, Mass.-based Big Y has a permanent four-sided wooden display of attractive kitchen tools and bamboo housewares items near the fresh produce department next to bulk nuts. Ball canning jars were also prominently featured there.