Editor's note — This article features the second part of a merchandising conversation with Fall 2020 Produce Artist Award Series winner Andrew Lucero, a produce specialist for Fresh Thyme Market. Scroll to the end to check out the beautiful display photos Lucero submitted for the contest.
Display decisions
Deciding how much to order for key displays usually entails considering a number of factors. How much sold this week last year? What was the pricing last year? What kind of display was it? How prominent was the item in the ad? What else was prominent on that ad? Using historical context is one part of the process, but there are many other variables. It is always good to get a second opinion, Lucero said.
He noted that it is better to be long on product than short – you never want to run out, and you don’t want to limit the potential of what you can sell. If it turns out you do over-order, mark down the item temporarily to make room for fruit from the shipment, Lucero said. Moving product quickly is key to make sure quality product is available for shoppers at all times.
“It’s all about keeping it fresh and keeping the customer happy,” Lucero said. “One thing I’m big on is making sure we don’t send people home with product that doesn’t have a decent shelf life. Bad experiences is how you lose customers. That’s the last thing you want to create.”
Produce manager training
Lucero encourages the produce managers with whom he works to send photos of their displays and take pride in their work. When he works store teams, his goal is to show them proper technique and little details that – when built into the routine – enable the building of sharp displays in a timely manner.
“All of this has to be done with a sense of urgency,” Lucero said.
Beyond display building, sampling has been a valued tool for merchandisers everywhere, but that technique has been mostly sidelined due to the pandemic. In the meantime, stores are calling out featured produce offerings with in-store announcements and encouraging department team members to talk with shoppers about what’s in season. If a customer is particularly interested in a new variety of an item, let them take one home and try it, Lucero said. If they love it, they will come back and buy it.
“Take care of your customer, and they’ll take care of you,” Lucero said.