The Food

Perception is key

EXPERT fact: 88% of deli shoppers only decide to buy from the deli when they arrive at a store. Therefore the food must be extremely enticing.

Communication

Clear communication around products, price, promotions etc. entices prospective buyers to the Deli Counter and will not alienate the younger shopper.

The most frequent shopper frustrations with the current deli range offered by their local store are:

Display and layout

LOCATION IN STORE

LOCATION IN STORE

3 in 4 meat shoppers are intending to buy other products when they visit a store so the layout is key if trying to influence their behaviour

MARKET TYPE LAYOUT

MARKET TYPE LAYOUT

The majority of shoppers will visit a deli counter around lunchtime, so make sure your food is fresh and ready to go for the lunchtime rush

CAPITALISING ON WAITING TIME

CAPITALISING ON WAITING TIME

62% of deli meat shoppers are at the counter for over a minute but more needs to be done to engage them ie. Sampling or Complementary Products

Counter staff

There are four key components for staff to consider if they are to influence shopper behaviour. You must ensure your staff are well trained in order to influence shopper behaviours and encourage sales.

Enthusiasm

Shoppers are more engaged with staff that are friendly and express enthusiasm

Staff should be friendly and express enthusiasm for selling the product range on offer. Always face the customer and be engaging

Adaptability

A good deli staff member has specific characteristics that they consistently use to succeed in making those important sales - Such as enthusiastic, friendly and being well informed

Shoppers appreciate when staff members can make recommendations on products

Knowledgeable

Shoppers appreciate speaking to an expert, therefore it is important for staff to be fully trained on all products available – Counter product tickets can help by holding information about the products on the back panel.

Hygiene

Research has shown that shoppers demonstrate a huge preference for staff wearing gloves/hats as this is perceived as more hygienic

Rigorous Counter Management