The better you know what your customers are thinking, the better you can respond to their needs with sweet, nutritious California Cherries and the more success
you'll bring to your cherry category. Our ongoing research has identified several common consumer thoughts that can help you maximize the performance of the
most popular — and profitable — fruit of summer!
More than half (54%) of cherry buyers say they purchase cherries regularly during the season, with 29% saying that they believe they purchase cherries nearly every week while in season.
Retail Tip: Cherries are obviously popular with your customers, since half of them buy cherries weekly. But what about
the half that don't buy every week? Display and promotion can increase transactions among light users. Follow these additional tips for maximizing your cherry
sales power:
- When displaying cherries next to grapes, create a definite color break so consumers can easily tell them apart.
- Display both Bing and Rainier Cherries to broaden your category and give consumers a greater choice
- Avoid stacking bagged cherries to prevent breakdown
- Make cherries more visible, and make it easy for your customers to buy
Just over half (53%) of the respondents made the decision to buy cherries while in the store. The purchase drivers? 46% say cherry appearance, quality and pricing were the most important.
Retail Tip: To optimize sales, retailers must place cherries in a visible, high traffic location as at least half of consumers will not purchase unless they see the display and are then motivated to buy based on perceived quality and value. Try secondary displays in and out of produce. Increase display space in stores to double volume space by June.
Research shows that increasing a cherry display by 6 sq. ft. can lift sales by 10%. Increase it by 12 sq. ft. and you can enjoy a 65% incremental lift!
Cherry pricing is very important to consumers; 71% of buyers said either “a lower everyday price” or a “sale price” would be the main driver to purchase more cherries.
Retail Tip: Consecutive ads during June (when volume is greatest) will increase purchase volume. Promote weekly with consistent pricing or different ad locations. Or try a promotion asking consumers to “buy more, because you can freeze fresh cherries for up to 3 months, making this seasonal fruit last longer.” When it comes to promoting
California cherries, follow these simple guidelines:
- Run consecutive ads in June promoting cherries limited availability to increase impulse purchases
- Promote the health benefits of cherries, which are high in Vitamins C & A and super antioxidants
- Promote that fresh cherries can be frozen for up to 3 months toencourage buying extra cherries
