GRAPE SELF-SERVE BOXES CALLED HIT

TONY SPLEEN

Retailers using the California Table Grape Commission's new self-serve demo boxes experienced significant sales increases in 1993, according to sales data gathered during the first year of the program.

The average increase in volume movement was 33% for stores using the boxes, according to Meredith Auerbach, vice president of advertising and merchandising for the commission.

The demo boxes, designed to be used with in-store grape displays, are filled with loose grapes under a sign inviting customers to "Go Ahead, Taste One -- We're Sure You'll Buy a Bunch."

"Trends data show that consumers want more guarantees before they make a purchase," Auerbach said. "Since we know that customers like to taste grapes before purchasing them, we designed the boxes not only to drive sales, but also to have consumer appeal."

More than 3,000 boxes were distributed to more than 50 supermarket companies throughout the country beginning last March. Companies were requested to track movement in the stores using the boxes as well as in stores not using the promotion. "We wanted real-life comparisons and examples so we could measure the effectiveness of the program," Auerbach said.

Sales increases attributed to the use of the boxes ranged from 1% to 106% in individual stores operated by the 15 companies that have reported their data so far.

Because of the impressive sales increases, the commission is gearing up to repeat the program in 1994. Auerbach hopes to distribute 5,000 boxes -- slightly modified to be more durable -- starting in May, the beginning of this year's California grape season.

Based on the product movement data, Auerbach noted, retailers can expect at least a 10% to 40% increase in sales with the use of the boxes. However, those increases depend on more than just placing the box on a grape display, she warned. Keeping the box clean and filled with fresh, quality grapes are two steps that need to be taken regularly to ensure success.

"These boxes can be an extremely effective promotional tool," Auerbach said. "But it's not the easiest thing to pull off. It works if it's managed with a lot of commitment from each store involved."

In addition to moving more grapes in general, the boxes are particularly effective at promoting new and hard-to-identify varieties, such as black seedless, Auerbach said.

Also, retailers who display grapes in bags reported that the boxes helped them keep their displays clean. "The self-serve demo boxes kept the displays neater because customers were less likely to tear open the bags if they wanted to taste the grapes before purchasing them," Auerbach said.