Ralph Jacobson

CPGmatters: Supervalu Boosts Brands by Re-engineering Center Store

August 10, 2010

FROM RETAILWIRE:
When it came to the crucial but outmoded center of their stores, Supervalu executives realized that shoppers were drowning in merchandising messages, price promotions and other communications. What do you think of Supervalu's attempts to de-clutter messaging around the center store?      [more...]

Every grocery retailer needs to step back and view their center store shelves from the shopper perspective. Does it look like "everything's on sale"? Then that's the first issue. The store loses credibility if that's the case.

Then take a look at the signing. Even one or two types of signs can become a flood of information overload to which the shopper becomes blinded. They don't read ANY of it after a while.

Start fresh. Highlight the vital few items to draw them to a purchase decision, then backfill their shopping with complimentary items that are promoted with a clean, simple, cluttered appearance.