The Global Market Development Center (GMDC) and its Educational Leadership Council have released "Seasonal Best Practices for the New World of Shopping: Part Two," a whitepaper that looks at total store business-building opportunities in nonfoods during the January to September merchandising seasons.


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GMDC provides insight on seasonal merchandising

August 21st, 2014

COLORADO SPRINGS, Colo. – The Global Market Development Center (GMDC) and its Educational Leadership Council have released "Seasonal Best Practices for the New World of Shopping: Part Two," a whitepaper that looks at total store business-building opportunities in nonfoods during the January to September merchandising seasons.

GMDC said Wednesay that the new whitepaper, a follow-up to part one issued in March that focused on fourth-quarter seasons such as Thanksgiving and Christmas, provides actionable consumer insights for retailers and consumer packaged goods (CPG) suppliers, case studies, new GMDC/Nielsen GM Hierarchy data, and a proprietary survey of GMDC member retailers.

Seasonal Best Practices Part Two underscores the increasingly strategic view of seasonal nonfoods merchandising taken by retail senior executives and pinpoints the times of the year when stores can grow basket size, increase trips and elevate the shopping experience through nonfoods seasonal, according to GMDC. It includes various case studies that show how smart sourcing, trend spotting and targeted messages can drive seasonal successes, and retailer interviews address key issues in the category.

"The span of seasonal education gained from reading this whitepaper will truly make retailers and their partners appreciate the potential of nonfoods seasonal, when done right, to grow your total store," stated Mark Mechelse, director of research, industry insights and communications for GMDC. "It will allow them to be more effective and timely in implementing seasonal selling strategies to better tell their story, better relate to their audience and upsell consumers."

GMDC/Nielsen GM Hierarchy data illustrate new measurability driving seasonal performance, showing that best-practice food retailers outpace laggards in almost every seasonal opportunity of the year, GMDC noted. Other findings in the GMDC survey of member retailers highlight retailer-supplier collaboration and targeting nonfoods seasonal to specific customer groups.

As retailers merchandise for the back-to-school season, data cited in the whitepaper stress the need to keep an omnichannel presence at retail. For example, 66% of back-to-school shoppers use their smartphone to locate retailers, 64% use the devices to compare prices and 43% use their mobile phones to check item availability.

At the GMDC Virtual Roundtable, GMDC member Scott Shapiro, category manager for GM/seasonal at Brookshire's, sheds light on integrating smart digital strategies into seasonal marketing to reach target audiences.

"We issue more seasonal nonfoods deals via text and e-mails to frequent shopper cardholders," Shapiro stated. "We time these to the last week of major seasons to boost customer traffic and awareness, and we've seen benefits."

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