Can you think of a more dynamic part of a grocery store than the produce department?
Me neither. After all, most of a grocery operation looks the same to customers from one shopping trip to the next (with the possible exception of the seasonal general merchandise aisle).
And nothing changes as seasonally as fresh produce. It’s what defines us as an industry: the advent of stone fruit, melons, cherries, berries, apples and so much more.
If I was to emerge from a state of unconsciousness and somehow parachute blindfolded into the middle of a produce department, I bet I could tell within a couple of minutes what time of the year it was, perhaps even which week.
That’s how well-appointed we are. The image is positive for our shoppers and our business.
Speaking of image, Charles Churchill (a British poet from the 1700s) once mused, “Keep up appearances; there lies the test. The world will give thee credit for the rest.”
How important are appearances? It wasn’t that long ago that our chain provided orange juice-squeezing machines for the produce departments.
However, many produce managers considered the equipment with a production-only perspective. They operated the machine in the back room, and sales were meager at best.
The savvy operators saw the OJ machine quite differently.
These produce managers placed the machine on the sales floor, and operated it during busy shopping periods.
If I was to emerge from a state of unconsciousness and somehow parachute blindfolded into the middle of a produce department, I bet I could tell within a couple of minutes what time of the year it was.
Customers often stopped to watch the fruit feed down the chute from the hopper. It was drama. It demonstrated “fresh” in the most direct way.
Operating the machine in plain view generated far more sales than by keeping it squirreled away out of sight.
There’s lots more appearance opportunities out there to help generate a great fresh produce image.
Take, for example, cut melons. Most stores can set up some kind of on-floor cut fruit operations. In fact, many chains have an open-view prep area for clerks to do all sorts of cutting-wrapping tasks in full view of shoppers.
Yet you don’t necessarily need a dedicated setup to improve appearances. Cutting and wrapping melons in a makeshift/mobile setup (follow all health and safety regulations, of course) will draw a crowd.
You will attract customers’ attention through natural curiosity. The visual performance of melons or pineapples being cut sparks images of quality and freshness. Your customers’ senses will further be excited with sweet fruit aroma, which in turn also helps spark sales.
Appearance counts. Image counts.
Shock and prep as much on the sales floor as you can, and shoppers will respond in kind.
And remind everyone to wear clean aprons — and a smile.