Spices can be a highly effective catalyst for triggering additional sales of a wide range of foods throughout the store, retailers told SN.
y Markets in Norristown, Pa. In frozen foods, Genuardi's may display spices on coffin cases that hold family-sized prepared casseroles. And in the meat department, the chain may tie in a cooking bag with seasonings for stew meats.
Buyer Bob Kopplin at Dan's Supreme Supermarkets, a Hempstead, N.Y.-based Key Food franchise, said he cross merchandises to a large number of traditional and ethnic homemakers, particularly on special occasions and holidays. Cumin, oregano, and other spices used for holiday cooking sell the best.
Raley's Supermarkets, West Sacramento, Calif., uses the example of an Italian Day sale, in which 1 pound of spaghetti can generate as many as 15 or more tie-ins for a meal cooked from scratch, said Ron Mann, buyer.
"You need to find a way to use a product that can be added to. Spices are a key element in any cooking plan," Mann said.
Garry Stevens, grocery director at Big V Supermarkets, Florida, N.Y., said he had 72 of McCormick & Co.'s cross-merchandising shelf extenders installed last fall in each of the chain's ShopRite-banner stores. With the help of these fixtures, spices were displayed throughout the store, including the fish department.
A chain in the Midwest aims to bring new customers into the spice department, as well as increase the register ring.
"We often do that with coupons," said the buyer, who requested anonymity. "We tie in a recipe, for instance, in our ad vehicle, and offer a spice at full price and another ingredient in that recipe either free or at a reduced retail."
The buyer said the promotion helps get customers into the spice department, and rewards them for being there. His chain develops the business using unique spices, because it doesn't pay to put pepper on sale when everybody's familiar with it.
"We've done demos in our stores using tarragon and curry powder. When we look at the movement afterwards, it isn't great right away. But we've set the stage for repeat sales," the buyer said.
