LESSON 12: CROSS-MERCHANDISING

Cross-merchandising can really help shine the spotlight on your department giving you the sales you need while giving customers the experience they desire.

Take Care of Customers’ Eating Needs

• Include recipes with featured items.
• Pair the featured items with unique and complementary products.
  
  

How to achieve this:

• Sell the components of a make-at-home meal in your Grab & Go. For example, ribs, mashed potatoes, and/or corn on the cob.
• Offer a recipe on signage to suggest a protein, side, and vegetable, or recipes using your items from the In-Store Deli. For example, asparagus wrapped in prosciutto for an appetizer.
• Bundle meals with party supplies.
  
  

Make It Timely

• Appeal to the next meal need.
• Promote seasonal items.
• Promote in-store signature items.
  
  

How to achieve this:

• Fun, recurring events build shopper loyalty. For example, Taco Tuesday -- this gives them a reason to visit your deli.
• Keep your displays changing weekly. Use your ads, promotional items, or Hot Buys.
• Highlight seasonal items with other everyday or signature products. For example, fresh asparagus salad or our own in-house roast beef.
• Develop annual events featuring specialty, seasonal sample items and pairings.
  
  

Involve Employees and Food Experts

• Associates can inform customers about featured items and suggest pairings.
• Customers can consult with experts about featured or products on display.
  
  

What you achieve:

• Customers can try food before they buy it.
• You can build product knowledge with team training.
• You can offer sampling stations and demos by bringing in chefs, artisans, and food experts.
  
  

Successful cross-merchandising gives customers more than just access to the items in your cases. Through tasting new products and learning new ideas, they will gain unexpected levels of customer service.