LESSON 8: THE ART OF CROSS MERCHANDISING

“Golden Brown and Delicious” may sound good for a beautiful loaf of artisan bread, but maybe not so good for the appearance of an In-Store Bakery. Combat too many blah browns by including color in your displays. Colorful packaging, products and signage will add appealing bright spots to the department and catch the eye of the customer.

Add visual interest your ISB by adding products from other departments

• Tea or coffee can add much-needed color to a sea of brown packages.
• Birthday candles and gift bags are pretty to look at and offer solutions to the customer.
• Olive oils, jams and jellies, and shelf-stable spreads can enliven any display.
• Sparkling wine or apple juice placed in the Chill Case with cakes/cupcakes is a one-stop opportunity for special occasion shoppers.

Plants and flowers can also help to create an attractive and inviting environment. Just be sure to maintain them – dusty or dry plants and flowers are not an appealing sight.

Please keep in mind that fabric or plastic table coverings are not recommended. If your tables need to be completely covered, it’s time to invest in new fixtures. UNFI/TFF has resources available through our Bakeryscape program. Contact the Category Specialist for more information.

All cross merchandising should be relevant to the surrounding area, well signed, and properly maintained. Check daily and fill if needed. Remove the display if you are unable to maintain it.

Cross Merchandising for ISB Around the Store

• Put fresh-baked cookies by the milk display.
• Place angel food cakes or dessert cups in Produce with the strawberries/berries.
• Put seasonal items at Point of Purchase, front registers.
• Display breakfast or snack items in coffee bars.
• Offer naan bread near the hummus.
• Place bake-at-home breads near the olive oils and vinegars
• Introduce pallet drops of Hot Buys such as dinner rolls during the holidays

Cross merchandising is a benefit to the store as a whole, not just the In-Store Bakery. It encourages impulse purchases and introduces new or “new to you” products to customers.