>>Partners for Growth tells retailers to ‘stop, seduce and select’
n Stop shoppers by using hanging visual category signposts and locate cabinets in high traffic flow areas to maximise visibility and browsing of the fixtures
n Seduce shoppers with clean, attractive cabinets and also promotional offers. To improve visibility, dress the freezer with category point-of-purchase material
n Select key fast-selling brands from all sectors with a core range of products, offering a variety that avoids duplication of flavours or formats. Segment frozen food into four distinct shopping needs - meals, family favourites, simply fresh frozen and treat yourself. Have the core range clearly merchandised and ensure it’s available at all times. Make it easy for shoppers to select what they want quickly and use clearly visible shelf-edge pricing labels located close to the right products. Stock some value-for-money price-marked packs to encourage trial.