As the season heats up and consumers start making plans for intimate gatherings or outdoor events, flavor remains a top concern when concocting dishes. The seasonings and flavoring sector remains a key stop on the shopper’s path throughout the store, and Conroy Foods is aiming to help retailers capture those seasonal sales with its shipper program. From seasonal themes to holiday favorites, Beano’s Deli Condiment Shipper Program by Conroy Foods brings that extra ring and enhanced retail margin to the basket with its diverse offerings.
“The shippers are merchandised in the deli as a way to increase sales through impulse purchase while providing the consumer another choice and product idea to complement their planning,” National Sales Director, Tom Orlando, explains to me. “You just need to provide a solution for the consumer; there’s no need to wow them with expensive fixtures, Conroy Foods has always been proud to offer great tasting, valued, and profitable items to our retail customers.”
Recently, Conroy Foods has been honing its program customization to meet specific retail needs, which allows operators to capture the season, theme, trends, regional flavors, or event they are promoting. Through this customization and solution-based merchandising, Tom says the retail shipper program has taken off in the last few years.
“We have six header cards depicting seasonal themes, and all of these headers are interchangeable on the shipper base. Depending on the holiday or event, like Fourth of July or Thanksgiving, we have a themed header card that coordinates with the perfect products to mix and match with the theme,” he illustrates. “For example, our ‘Light up your Holiday Parties’ theme usually contains our number one seller, Submarine Dressing. We pair that with seasonal flavorings such as Cranberry Honey Mustard and Pineapple Honey Mustard.”
Not only are the shippers great in the deli area, but they also can be crossed-merchandised in the specialty foods area. Building on its Deli Condiment Shipper success, Conroy Foods has built out a display for its White Pizza Sauce products as well.
“Our White Pizza Sauce with Oregano and White Pizza Sauce with Basil make an attractive shipper. These products allow consumers to have a great tasting alternative to red sauce while the oil base provides a great platform for spices in all their pizza and flatbread making needs at home. These products are also used to make hot or cold pasta salads or used as a dipping oil for bread and vegetables,” Tom says.
Cross-merchandising strategies play an important role in Conroy Foods’ program. As consumers continue to opt for more pre-packaged and grab-and-go products, strategically placing condiments that pair well with gourmet cheeses and deli meats will make the purchase decision a no-brainer.
“Everyone is time-starved when shopping, whether in-store or through delivery or curbside pick-up. If we make the trip as convenient and satisfying as possible for shoppers, we all win,” Tom tells me. “The busy consumer who needs to make lunches for their children will select lunch meats and cheeses at the counter or in the case. While making their deli purchase, there will be a selection of condiments and breads right there next to the product. Strategic placement of products will help check off many items on their shopping list.”
Since space is limited within the retail space, Conroy Foods has designed its shipper footprint to best maximize the floor. At 14” by 20”, the shipper holds four cases of product in addition to creating an eye-catching display of themed and seasonal pairings. In addition, some retailers have used the shipper as an entry program for potential new items to be reviewed for their set. Once the shipper sells through and the retailer reviews sales, Tom notes, then the items become an everyday item in their deli condiment set.
For the latest in retail strategies and cross-merchandising opportunities, keep checking back as Deli Market News reports.