The key to maintaining robust seafood sales is to hook your customers and reel them in, time and again, but what are the best ways to do that?
“Shoppers today want a lot from their food,” asserts Anne-Kristine Øen, director U.S. at the Norwegian Seafood Council, whose American office is in Boston. “They want to buy products that are tasty, nutritious, sustainably sourced and foolproof to prepare. ... There are several opportunities to have the resources and tools necessary right at the point of sale, such as the freezer or fresh case.”
Øen provides the following suggestions:
Presentation: Place recipes at eye-level or an easy place for shoppers to see when shopping. Alert your staff that the recipe cards are available, and train associates to hand the cards to shoppers or point shoppers toward them.
Level Up: Near the seafood counter, display a shopping basket of all of the nonperishable ingredients that the recipe requires, so that shoppers can visualize what they’ll need to purchase. With simple recipes, create a display for shoppers to put all of the ingredients in their carts. Help online shoppers plan meals by providing the option for website visitors to click on a seafood recipe and easily order all of its ingredients online.
Cross Promote: If a shopper decides against the purchase of fresh fish, recommend looking at fish in the frozen section to see whether it meets the shoppers’ needs better. Don’t forget the frozen section — place a display or recipes in a holder near the frozen food section, too.
Knowledge: Many shoppers have questions about seafood, including questions about different species, preparation methods, storage practices, flavor profile and even how it is produced. Ensure your staff members are knowledgeable about seafood to help consumers.