Principles of fruit display in the store
The fruit department can be placed in different parts of the shopping space:
- at the entrance of the store, on the right side to encourage impulse purchases before a customer has filled the shopping basket with other basic goods;
- in the centre, so that the way through other departments leads a buyer to fruit display racks;
- closer to the checkout area, but not beside the last checkout points, because most buyers do not even reach them.
Fruit display racks are never placed at the end of the shopping space, after the bakery and alcoholic departments.
To increase sales of certain types of fruit, they can be placed inside the fruit and vegetable department in ‘quick sales’ areas: at eye level, on the end shelves of the racks along the way, beside the checkout area.
Exotic fruits added to expand the range can be placed to the top shelves, above eye level, but within the reach of the buyer. Economy products, such as inexpensive seasonal apples, are displayed on the lower shelves.
Only the best
Fruits with good shelf life and transportability, preserving freshness and excellent appearance for a long time are most suitable for sale in stores.
One of the main rules of selling fruit is that only fresh and beautiful fruits should be displayed. Do not place spoiled, bad looking fruit on the shelves or in the baskets in the hope that someone will buy them. This leads to a decrease in sales volumes. In large stores, fruit sorting and window replenishment must be carried out several times a day.
Another important thing is calibration. Customers like large, equally sized and shaped fruits. If the same batch contains fruits that are very different in size, it is better to divide them into different boxes and place them on display at some distance from each other.
To avoid labour costs in sorting fruit, especially in large quantities, choose suppliers who calibrate the product before shipping. FRUITLINE SP. Z O. O. supplies wholesale quantity of fruits and vegetables that have already been sorted and calibrated in our warehouses.
Food abundance always motivates people to make a purchase, because modern buyers love the freedom of choice and are eager to try new things. The wider the range of fruits, the higher the sales by department.
Large supermarkets should have at least 5 different varieties of apples, different in size, colour and price, three or more varieties of pears, 2-4 varieties of each type of seasonal fruit (grapes, plums, apricots, peaches), 5-10 types of subtropical fruits (bananas, oranges, tangerines, pineapples, etc.). Adding exotic fruits and seasonal berries (strawberries, raspberries, blackberries, blueberries, etc.) increases customer loyalty to the store that ‘has everything’.
In small corner shops, with little shopping space, it is possible to reduce the main assortment by 1-2 articles.
Colours and decor
Nature rewarded fruit with a beautiful and bright appearance. This is a great marketing tool that you can and should use. Contrasting display is the most common method of merchandising. And it always works. For example, you can alternate between red, yellow, and green apple varieties. Buyers will be able to evaluate the wide range and easily find the product that they need.
Fruit is associated with nature, summer and a healthy lifestyle, so it is recommended to choose natural colours such as green and sunny yellow for trading equipment and decoration of this part of the shopping space. As farm and eco-products are gaining more and more popularity, it is a good idea to use tree-like colours and materials imitating the texture of natural wood – wicker baskets and trays, wooden boxes and racks. Red and blue are not the best colours for fruit display, even if they are the store's trademark colours.
To decorate the fruit department, you can also use hanging and table installations, still lifes with natural products or models. Thematic and seasonal decor always look attractive.
The information component is an important part of effective marketing.
Many chain stores use audio ads in their shopping space to inform customers about new products and offers. It can be useful to provide information about the benefits of fruits, content of vitamins in them, arrival of seasonal products, and ideas of healthy nutrition.
Large informative price tags indicating the name of the product and the variety of suspended information systems that inform about discounts and promotions additionally motivate the consumer to make a purchase.
Note: In case a store provides for self-weighing of the goods, the corresponding number of the article on the scale should be written on the price tag large and be sure to add the appropriate information signs with a reminder for buyers to weigh the products. The person who is asked to go back to the department and weigh the products at the checkout is likely to refuse the purchase.
The use of cross-marketing and display of related products helps increase fruit sales and make a store convenient for buyers.
The ability to anticipate consumers’ wishes without forcing them to buy anything is an important aspect of merchandising. A potential buyer appreciates taking care of him and is ready to buy more if it is useful and brings positive emotions.
In the fruit department, you can place racks with related kitchen accessories, such as citrus spray nozzles, graters and carving tools, sharp knives, serving bowls, fruit pattern textiles for kitchen, and so on.
Displaying complimentary products also increases their sales. Consider the following combinations: wine and various fruits, tequila and citrus fruits, berries and cream. Racks with some products for healthy food (muesli, bread) can also be placed in the fruit department.
It is not recommended to place interchangeable products, such as juice, frozen fruit and vegetable semi-finished products or fruit bars next to the fruit display cases to prevent buyers from perceiving the ready-made and processed products as an alternative to fresh fruit and making their choice in favour of one product.
FRUITLINE SP. Z O. O. supplies wholesale companies and large chain retailers in Europe, Asia and Africa with the best products grown by Polish farmers. We offer fresh and high-quality fruits and vegetables all year round.