SANGER, CA - Competition in the retail landscape continues to drive supplier innovation as more buy-side operators look to their vendor partners to help them stand out to the discerning consumer eye. Kings River Packing has taken up this task in recent years, bringing a family of merchandising solutions to guide the citrus lover into the heart of the produce department.
“Our family of merchandising displays aids in driving sales for Kings River's retail partners by enhancing product visibility, creating attractive displays that catch the attention of shoppers, and effectively showcasing Kings River's citrus products,” Michelle Alo, Director of Marketing, shares with me. “Kings River is committed to empowering our partners with effective merchandising and point of sale (POS) solutions, custom-tailored to meet the unique requirements of each retailer. This commitment entails delivering adaptable merchandising displays that seamlessly integrate with the retailer's brand identity and store configuration.”
Additionally, Kings River provides signage and promotional resources to spotlight Kings River's citrus products within the store environment.
“Through close collaboration with our partners, Kings River strives to refine merchandising and POS strategies, fostering stronger connections with consumers and amplifying sales opportunities,” Michelle continues. “Our collective goal is to elevate the shopping experience, ensuring that customers are not only drawn to our citrus offerings but are also engaged and inspired by their overall retail experience.”
Michelle then gets into the nuts and bolts with me as she describes how important it is to discover each operator’s specific needs. When considering display options, she notes, the choice between universal and variety-specific displays depends on the specific needs and circumstances of the retailer.
“Universal displays, like the Kings River Grown to Share display, offer the advantage of versatility, making them preferable when retailers desire flexibility to showcase a range of citrus varieties. They can easily adapt to seasonal rotations of promotions without requiring additional labor for setup and teardown,” she says. “This flexibility allows for efficient use of space and resources while ensuring that the display remains appealing and relevant to shoppers throughout the year.”
But, consider a different option. Variety-specific displays may be preferred when retailers want to focus on promoting a particular variety, such as when varieties are first available for the season or a special promotion.
“These displays can be tailored to highlight the unique features and benefits, creating a targeted marketing approach that resonates with customers interested in that particular variety,” Michelle explains. “By utilizing strategic placement and eye-catching designs, both universal and variety-specific displays can draw customers' attention to the products, increasing the likelihood of purchase and driving sales for the retailers. Ultimately, the decision between the two types of displays should be based on the retailer's objectives, target audience, and overall merchandising strategy.”
Michelle begins to wrap up the conversation by telling me that Kings River is committed to staying attuned to consumer trends and preferences, incorporating insights into its strategies and executions.
“By continuously evolving and innovating, we aim to elevate consumer satisfaction and drive sales. This includes extending our display opportunities beyond traditional brick-and-mortar stores to provide a seamless online shopping experience, ensuring a comprehensive 360-degree approach to consumer engagement,” she concludes.
Keeping the eye primed for citrus is one way that Kings River Packing innovates. And there are many more to come.
