<p>As the warmer months get under way, cherries are top of mind for consumers and equally for retailers. <b>Top performing cherry retailers utilize significantly different sales and merchandising approaches than low performing retailers</b> according to a new analysis released by CMI. The CMI analysis identifies key differences between top and bottom performing retailers in U.S. markets and reveals strategies leading supermarket chains use to drive cherry sales and volume growth.</p><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"><p><b>Inquiries to obtain the full report should be directed to Steve Lutz, Vice President of Marketing for CMI. To email Steve, please refer to the link below:</b><hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"><a class="btn btn-sm btn-primary col-lg-12" style="white-space: normal;" href="mailto:[email protected]?Subject=New%20Cherry%20Retail%20Analysis%20by%20CMI" target="_top">[email protected]</a></p><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"><p>One emphasis of the study is how cherry performance can have a significant impact on overall fruit performance for retailers. “An analysis of loyalty card data shows that the <b>average transaction size for cherries is $6.18 compared to only $4.77 for berries, $4.46 for grapes and $3.38 for stone fruit,</b>“ said Lutz. “This large average transaction size makes the cherry category incredibly dynamic with immediate opportunities for nearly every retailer to increase sales.” </p><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"><p>Overall, the study evaluated cherry category performance data in retail chains across the U.S. “There are some critically different approaches used by top retailers to drive cherry sales that supermarket chains at the back of the pack simply don’t use. The study indicates that the cherry merchandising, pricing and promotional tools consistently used by top performing supermarkets can be implemented by just about any retailer of any size. But these tools are missing in low performing stores.”</p><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"><p>Lutz notes that the study communicates how <b>consumers can be particularly indecisive during the cherry season</b> and that <b>when consumers reach the retail shelf they react impulsively to cherry displays and pricing.</b> Cherry buyers are very cognizant of retail price promotions for all summer fruits, according to the report. The result is <b>in-store pricing can actually create incentives</b> for consumers to switch away from cherries resulting in a lower overall fruit transaction.</p><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"><p>According to Lutz, “<b>If retailers aren’t careful they can inadvertently incentivize consumers to reduce cherry purchases, substituting lower-priced or discounted competitive fruits in place of cherries.</b> The data clearly shows the inevitable result is lower dollar performance for the store.” </p><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"><p>Lutz said the most successful retailers actually boost performance during the short cherry season by maintaining strong shelf position and attractive everyday pricing to encourage consumers to trade up to cherries.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding">The CMI analysis indicates that <b>other key factors in driving cherry category performance are the use of secondary displays and expanded category assortment.</b> Lutz notes the study shows retailers with more package choices beyond random weight bags enjoy significantly stronger sales. In addition, he said <b>stores that use secondary displays “generated 31% higher dollar performance in Rainier cherries and 18% higher dollar performance in red cherries.</b>” </p><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"><p>As the Summer heats up, hopefully so will those cherry category sales!<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"><a class="btn btn-sm btn-primary col-lg-12" style="white-space: normal;" href=" http://www.cmiapples.com/retailer" target="_new">CMI</a></p><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding">
