Avocado: in-store events working a treat!

As avocado production progresses worldwide at a rate of knots, harnessing the major consumption growth reservoirs that this product enjoys is more topical than ever. The actions conducted in France by CORA show that on-the-ground events work a treat! The hypermarket chain has set up in-store events from Thursday to Saturday, relating to the “heavyweights” of the fruits and vegetables section, featuring a different product every week. Consumers receive both an attractive price (often in the form of batch sales) and advice (conservation, recipes, CSR information, plus documentation distribution), dispensed by a coordinator working for an independent company, but who has developed a close working relationship with the customers thanks to the regularity of the actions. The results are more than positive, and the figures speak for themselves: sales are on average 15 % higher than those obtained under conventional promotions, and double the sales from a week without any events. The economic yield of the product undergoes a steep increase despite the direct costs due to the presence of a coordinator. This example shows both the avocado’s powers of seduction, and the advantage for the industry as a whole to be gained from reinvesting in providing in-store customer advice.

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