“The entrance strategy is actually more important than the exit strategy.”
I drop in and shop at numerous grocery stores. Every city and region I travel to has its own range and genre of supermarkets. The most impressive ones are those that openly and aggressively promote fresh produce. These chains also tend to lead the pack in terms of market share and customer satisfaction.
And the most unimpressive ones? Those are the grocers that make you hardly notice that they even carry fresh produce.
In fact, to this produce scribe, those less-than-impressive grocers have entrances that match. The entry doors to these stores have a bundle of factors that turn off customers: doors that don't open properly, debris or other visible trash lying about, overflowing waste cans, torn or aged signs on the windows, smudged dirty glass, errant carts — all of which are things that any good store manager keeps in check.
On the other hand, a great first impression makes all the difference when a shopper enters your store.
Imagine the first thing they notice is a sparkling, clean entrance. As far as they can see the store is well lit, bright and so clean that you can just smell the cleanliness. Considering that customers are buying something as close, as personal and as intimate as the food they're taking home to feed their families, a store had better pass the sniff test, right?
Further imagine a great lineup of fresh produce displays to greet the customer. If you proudly shout value and quality produce at the entrance doors, your customers will know you're serious about promoting fresh fruits and vegetables. Do an exceptional job building and maintaining these displays, and you'll quickly forge a reputation as the place to shop for fresh produce.
Many times, a chain will place a produce “wow!” entrance lineup for a grand opening. A chain in my neighborhood did this at the beginning, and it looked terrific. A month or so later, when the grand opening glitz wore off, the produce entry features went away. Less risk, but no gain either. Back to blah.
Related: More insight from Armand Lobato
Today, customers walk by boring bins of snacks and canned goods in that same space without a second glance. A waste of prime real estate.
Other top chains around the country go over and beyond, with special emphasis on either outdoor produce displays, impressive indoor lobby or entrance displays, or both. When I visit these stores, I know that this is a preview of more goodness to come. Besides this, it just seems that when a chain commits to promoting fresh produce this aggressively, the rest of the perishables in the store tend to shine as well: the deli, bakery, meat and even floral departments all seem to be merchandised to the next level, with loads of extra features and choices — and extra finesse in the merchandising.
If you want to be the grocer where customers are excited about shopping in produce, then grab their attention early and keep the momentum going. Never let up.
The true star of any show is the one who knows how to make an entrance.
Armand Lobato works for the Idaho Potato Commission. His 40 years of experience in the produce business span a range of foodservice and retail positions.