The “Dairy Department of the Future” was unveiled last week in a presentation at the 2009 Worldwide Food Expo.
Dairy Department of the Future proves that a revitalized dairy aisle can increase dollar sales by 1.5 percent and dairy unit sales by 2 percent to 3 percent. The reinvented dairy department not only makes it easier to shop, but educates and engages shoppers while optimizing space.
“The dairy industry continually explores innovative ways to increase demand for naturally nutrient-rich dairy products,” says Thomas P. Gallagher, chief executive officer of the
According to coalition research, customers who include dairy in their purchase spend more time in the store and more money at a substantially faster rate as compared with most shoppers. For example, the average shopper spends 19 minutes in a store and spends $25 on their total purchase; while milk buyers spend 26 minutes in a store and spend $45.20 on their total purchase.The coalition analyzed 343,000 shopping trips, audited 22,000 retail grocery stores, spoke with 2,500 consumers, and implemented category and total dairy aisle reinvention efforts in more than 1,000 stores. Results of space optimization as well as category and total dairy reinvention have shown that dairy unit sales can be increased by more than 2 percent. Shoppers described their experiences in the reinvented dairy department more favorably than before the enhancements. They said they liked how the new department was presented, believed the changes made shopping easier and indicated that the new look created a more welcoming experience.
At the Worldwide Food Expo, Paul Weitzel, managing partner, Willard Bishop, LLC; David Bishop, managing partner, Balvor; and Scott Dissinger, senior vice president, DMI, will discuss benefits of dairy aisle redevelopment, including the opportunity to create differentiation and build sales. Their presentation will offer a sneak preview of some of the best practices and design principles that have shown results in this ongoing initiative.
In addition to Dairy Department Reinvention: Path to Growth and Differentiation, the Innovation Center for U.S. Dairy is speaking on a range of other business-critical topics at Worldwide Food Expo, including Is Your Company Crisis-Ready?; Dairy Products: Health and Wellness in a Package; and International Dairy Market. The
Source: Dairy Management, Inc.