The California Bing cherry selling season is the most profitable event in your produce department and this year's California Big Bing Boom is spectacular! The following info will help you prepare your stores to take advantage of the Big Bing Boom so that your cherry category will be a star performer all season long!
ACT I: The Incredible Growing Display!
In May and June, no fruit in your produce department generates more dollars per square foot than cherries. Yet cherries usually get far less display space than other, lower-performing fruits.
Take citrus, for example, which generates just $22 per square foot, but is given an average of 53 square feet of display space. And apples, which bring in just $28 per square foot, yet receive an average of 71 square feet of display space.
Cherries generate a whopping $201 per square foot, but are given an average of only 8 square feet of display space.
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!
Make room for cherries, and make every square foot deliver higher sales!
ACT II: Thrilling, Chilling Display Strategies!
Allocating additional display space is a vital step in growing your category during the Big Bing Boom, but it's just part of a strategic cherry display plan. Follow these additional tips to maximizing your sales power:
- Don't display bagged cherries next to bagged grapes, research shows consumers can't 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.
ACT III: The Death-Defying Power Of Promotion!
Unlike your year-round staples, cherries are a seasonal fruit that can benefit from additional signage and promotion to achieve record sales. Just follow these simple guidelines:
- Run consecutive ads in June. Increase impulse purchases by promoting that cherries are only available for a limited time.
- Promote the health benefits of cherries, high in Vitamins C & A and super antioxidants.
- Promote that fresh cherries can be frozen for up to 3 months — they'll buy extra.
Contact your California Bing Cherries merchandiser for additional ideas, tips and promotion strategies specific to your stores.