In the middle of their store in Neuville-les-Dieppe (Normandy), a 4-masted ship sails on an ocean of melons and tomatoes. The Pomona Terreazur Group organized this theatrical display in the run-up to the Armada event. “We arrange a lot of promotional actions in the Rouen region. In Normandy, we have expanded a lot with supermarkets and convenience stores, and we have also made merchandising our specialty,” explains Frédéric Lasson, regional director at Pomona.
A know-how that is very much appreciated by retailers
This service is particularly appreciated by retailers, who do not always have a lot of time to spend on product presentation. “Over the last few years, we have focused on providing these displays to our clients. We now even have three full-time staff specializing in this area. Although we are a small region within the group, we are one of the most dynamic in terms of showcasing, especially for the allium range and seasonal products. Every day, we set up new operations to highlight our products in the stores. The clients appreciate our expertise and the time and money we help them save. We follow the seasons and current events, which is why we chose the theme of the Armada for this particular display, an event that takes place every 4 years, bringing together the world's finest sailing ships in the port of Rouen and attracting millions of visitors.”
Promotional displays actively boosting sales
These displays bring real added value in terms of sales momentum. “The operations take place over a maximum of 10 days. We always choose top-quality media and materials, so as to achieve the best possible results and to be able to reuse them as well. It is really advantageous for our clients, and we can tell that they really enjoy the displays. Our work is very effective because it plays an active role in increasing sales, as consumers tend to buy with their eyes first and foremost.”
A nice season ahead
Frédéric Lasson is very satisfied with the sales of melons, tomatoes and seasonal produce. “In terms of consumption, we have seen a strong general trend in recent years, and this season is going very well. We had a slight dip in melon production, but we now have more volumes, the weather is nice and consumption is on target. All the criteria are in place for us to have a great season.”
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