Sales animation is there to break monotony, to surprise the customer. And above all, to increase the average basket, and to show a specialist image. In fact, to be successful, the animation, must be planned and carefully prepared. It also requires the presence of suitable accessories (posters, modular furniture/animation tables…) There are three types of sales animation.
SALES ANIMATION
HOW TO LIVEN UP YOUR SECTION?
SPECIAL OFFERS AND UNBEATABLE PRICES
Highlighting the price image of the store, this type of animation should be regularly organised, preferably on busy days. To maximise its effect, the presentation should be displayed out of the aisles, on a separate table (animation tables with wheels), or at the aisle’s entrance. The display, which is clearly visible, has a key role. As such, think about poster stands for island units or wall furniture. External promotion on ARI signboards is also highly recommended. As for the products, rather play on seasonal and leading products. In this respect, it is better to build up a larger stock so as not to run out too quickly.
STAGING
It is essential to show the arrival of a seasonal produce. It should be highlighted at the entrance of the section; this kind of animation must emphasise the personality of the store. The decoration with accessories (wicker baskets,…) and the atmosphere (market, pyramid display of the product…) must be immaculate. Think also about complementary products (bouquet garni with ratatouille vegetables …), or by suggesting recipes/meal ideals or accompaniments like a wine.
“Besides a good staging of seasonal fruits, you should mark their arrival with tastings. This is especially advised with exotic fruits in winter together with tips. We also make in-house fruit baskets, even vegetables ones. For that, it is better to display one or two examples in the section, and also to propose them on request.” Lahoucine Joubala, Flers Flers
“Freshness, diversity, aesthetic, it’s always an appetising section. There is always good advice too. I do not need to go anywhere else.” Dominique, customer of the CocciMarket in Flers
SERVICES
- Sales support:
ideal for professionalism and creating customer relationship (creating customer loyalty). - Food tasting and personal customer advice:
these practices require a solid knowledge of the products (main points, application,…) - Provision of recipe cards or product descriptions
(many suppliers provide these). - Freshly squeezed fruit juices.
Machines are available. - Mixed baskets:
one or two displayed on the shelf. Think about offering this service on request. - Fresh cut:
careful with very short used-by dates.
“It took me 4 years to build a very good clientele. Tips and food tasting are attractive features to be used without moderation. Just like guided sales as soon as you can.” Karim Akanfar, Paris
“We must regularly set special offers with attractive prices. We always try to have some leading products that will vamp up the section. We also propose baskets on request.” Brigitte Delarche, Saint-Léger-du-Bourg-Denis
FRESH CUTS PREPARED IN STORE
More and more widespread in supermarkets, the fresh cut, certainly an additional service that takes skill. This service requires the installation of a laboratory subject to hygiene-quality regulations. In fact, the fresh cut service is intended for stores whose sales turnover is sufficiently a high in that section. If it can be cost-effective, the fresh cut service also requires time for preparation. This service also calls upon superior quality products, and should not be used to sell scrap.
