At the Intermarché supermarket of Sarreguemines (northeastern France), the fruit and vegetable department has put the expected autumn colors on display, in order to give seasonal products a prominent place. “The objective of our displays is three-fold: to claim a real identity, promote the image of our store to customers, as well as to highlight seasonal products and encourage their sales.”
© Christophe Burgun
A display to promote seasonal products
At the moment, squash, chestnuts and mushrooms share the spotlight at the fruit and vegetable department. An excellent opportunity to promote varieties that are less known to the consumer. “This year, we chose to highlight 8 more or less well-known squash varieties like the Hungarian blue squash, pattypan squash, red kuri squash, sweet dumpling squash or the squash Muscade. There are also some woodland mushrooms such as chanterelle, hedgehog, boletus and horn of plenty mushrooms. Some older vegetables like Jerusalem artichokes, Boule d’Or turnips, rutabaga, parsnips and colored carrots are also on display.”
© Christophe Burgun
A way to build a loyal clientele
These types of displays are designed to boost sales, but they do not always generate the expected results. “I have noticed that some customers are worried they might “spoil” the display so they do not even touch the products. In other words, if the display is too beautiful, customers are less likely to buy. It is the other side of the coin. But the store still gains something in terms of image and reputation. These displays liven up the shelves and make consumers happy. More than boosting sales, they help build a loyal clientele that enjoys taking the time to appreciate simple things and nice presentations.”
© Christophe Burgun
Difficult times that affect purchases
As the head of the fruit and vegetable department of the Intermarché in Sarreguemines, Christophe Burgun has witnessed how the drop in purchasing power has impacted sales. A situation which inevitably affects purchases. “Of course, we can feel that our customers are going through difficult times. They are more cautious about experimenting with more original products. They dare less to try new products, especially if they are more expensive. People tend to stick to our traditional references to the detriment of trendy products, even if we would prefer otherwise.”
For more information:
Christophe Burgun
Intermarché
Phone: 06 01 45 12 21