Slone's Reaps Benefits From Wholesaler Promotions

KELLY GATES

LEXINGTON, Ky. — Slone's Signature Market demonstrated what teamwork can accomplish by working with its wholesaler on a truckload private-label promotion.

Chairman Bob Slone moved his 1925 Model T truck into the Jackson store and built a traffic-stopping display. “They filled the [truck's] bed with several pallets of water, five or six varieties of canned vegetables and other items like mac-and-cheese,” Slone told SN.

All five Slone's stores participated in the contest. The retailer's efforts helped it win Nash Finch's second annual contest. Nearly 200 of the Minneapolis-based distributor's retail customers participated in the week-long September promotion. Some incorporated elaborate displays, while others went all out with flyers, employee T-shirts, advertising and a wide array of cross-promotions.

The sales event was designed to boost sales of Nash Finch's proprietary Our Family label.

“Customers told us that any type of canned or cased goods sale would work best between the end of August through September, so we tied the contest opportunity for our retailers into that,” said John Paul, Nash Finch's sales and marketing vice president. “We tapped into the resources at the grass-roots level, which allowed the stores to get creative with their own employees. We've always found that when we get compliance at that level, we're much better off and more successful with any marketing and merchandising plan than if it came directly from us.”

The managers and employees at the Slone's Signature Market store that won the contest went above and beyond with their effort, said Slone.

“The store's manager and employees also used [point of purchase] materials at the shelf, with price comparisons throughout the store between the Our Family brand and a bunch of national brands,” he said.

Slone's employees hung signs, draped crepe paper and donned Our Family T-shirts during the event. Samples of Our Family products were handed out to shoppers, and the location promoted the Our Family Labels for Learning program, which allows consumers to earn money for local schools. As a result of the elaborate efforts, Our Family sales at the location were up 125%.