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melons merchandising review Go Big: Highlight Melon Displays
A dozen ways to help increase year-round sales.
pril marks the beginning of the domestic melon season, when produce departments start to transition to their spring/summer
organic watermelons, partnered with one of its retailers to set up a watermelon destination in the produce department, complete with a Dulcinea sun umbrella that helped create a bountiful, fresh, and summery scene.
Blanton’s Market, Packwood, WA, an IGA grocery store that has been in business since 1977, pairs a smaller indoor display — the produce department and store are rela- tively small — with a larger display for local produce, including melons, and special items in an outdoor tent. “We aggressively promote the tent through print and social media, along with our regular ad mailer, posters in the store, Instagram photos, Facebook posts, and even Facebook Live for special tent events,” says Hal Blanton, owner.
Meanwhile, The National Watermelon Promotion Board, Winter Springs, FL, runs an annual retail display contest mid-summer that is “a win-win for both the consumer and the retailer,” says Juliemar Rosado, director, retail and international marketing. “Produce depart- ments have the opportunity to get creative with their displays, and that in turn attracts the consumer to purchase watermelon.”
For optimal shelf life, “display melons on a dry, padded surface, stack them no higher than three layers to prevent bruising, and remove the plastic liner from display boxes,” advises Juan Carlos Blanco, operations manager at Sol Marketing Group, Pompano Beach, FL. “Rotate melons regularly throughout the display to ensure maximum freshness.”
2. EXPAND BEYOND THE BIG THREE
It’s no longer enough to display just canta- loupe, honeydew and watermelon. Robinson Fresh’s Castagnetto recommends no fewer than four types of melon — watermelon, cantaloupe, mini melons and honeydew — and more than that as the season progresses. “Carrying melon varieties beyond the core assortment can differentiate a retailer, attract new consumers and add color that creates interest and brings attention to the category.”
“We recommend that retailers merchan- dise several varieties of melons together,” says Alex Berkley, sales manager, Frieda’s Specialty Produce. “Try offering conventional melons alongside specialty melons such as seedless yellow watermelon, canary melon, Tempta- tion melon, Crenshaw melon, Hami melon or even Santa Claus melon. Offering and promoting a wide variety of melons is the most efficient way to ensure you are able to meet the demand of any shopper.”
3. THINK SMALLER
Watermelon options have undergone noticeable expansion in recent years, first from seeded to seedless and then from large to small. “Mini melons consistently increase in sales year-over-year because household size is smaller and consumers are buying for one or two instead of an entire family,” notes Cast- agnetto, who adds the thinner rind of mini melons simplifies cutting and preparation.
Dulcinea is among several marketers
BA
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look. Although the year-round supply of melons takes some of the excitement out of the season’s first domestically grown melons, smart marketing can entice shoppers to fall in love with melons this spring.
1. BUILD A BETTER DISPLAY
There’s no doubt that well-designed displays attract customers. According to data from Robinson Fresh, Eden Prairie, MN, 85 percent of shoppers buy melons on impulse when they see them in the store.
“Consumers are drawn to larger displays, and offering promotional opportunities that might entice them to pick up a new item adds incremental sales for the retailer,” says Michael Castagnetto, vice president, produce, Robinson Fresh. “So ensure your in-store and outside bins are fully in-stock and utilize high-graphic bins. The National Watermelon Promotion Board reports a 68 percent increase in sales in stores that use these.”
Make displays eye-catching and fun. Dulcinea Farms, a Los Angeles-based supplier of both conventionally grown melons and
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