To demonstrate the effectiveness of Hispanic Point-of-Sale (POS) elements, Dillons stores conducted a beef checkoff-funded Hispanic Pilot Test.
Methodology
- Conducted testing in 3 Dillons stores in Wichita, KS, Garden City, KS, and Liberal, KS
- Test prewave was July 23-26, 2009
- Test postwave and control postwave were November 12-14, 2009
- Success was evaluated through sales data, consumer intercepts and a retailer survey
- Merchandising materials included a shopper brochure (dictionary of cuts), channel strips, counter posters, on-pack recipes, theatre floor sign and an employee button "Hablo Español."
Results
Test store traffic and visits to the beef section of the meat department increased with the Hispanic POS. Grocery shopping trips increased from 8.2 trips per month to 11.1 trips per month. Test store shoppers also reported consuming beef more often as part of their daily meals. The percentage of meals with beef grew from 62% to 77%.
Stores with the Hispanic POS items achieved significant sales increases during the test in the following categories:
- Rounds – 35.3%
- Chucks – 60.1%
- Ribs – 26.9%
- Loins – 41.7%
- Offals – 82.7%
Meat department associates also gave positive feedback about the program including:
- "The thin meat section is empty every day; definitely selling more."
- "Some of the regular customers commented they bought product they had never tried before."
- "We had some customers who would normally not buy meat here."
Reach new customers and existing customers by adding Hispanic POS elements to your meat case. Information about Hispanic marketing is available here.
Watch for a link to the Full Executive Summary of the Dillons Hispanic Pilot Test in an upcoming issue of Retail Beef Blast.
This project was funded by The Beef Checkoff program with assistance from the Iowa Beef Industry Council.
Source: The Beef Checkoff