Retail Round-Up

California Avocado Commission Retail Sales Contests are a Win-Win

Sales contests create friendly competition among a retailer’s stores and a lot of awareness for California avocados. Sales contests encourage stores to build larger displays, use creative signage and showcase display bins that drive sales for California avocados. The California Avocado Commission sponsored five sales contests during the month of June alone. Winning stores with the highest sales increase year-over-year receive recognition and awards. A win-win for all!

The California Avocado Commission works closely with several Albertsons divisions in the West and July was an active month as part of the key account marketing communications program. Albertsons/Safeway Arizona ran a grower feature and a “how to” video about grilling avocados on the two banners’ of the chain’s Facebook and Instagram accounts. Albertsons/Safeway Northern California featured a recipe for California Avocado Watermelon Salad (created by Kirbie’s Cravings) on its Facebook and Instagram channels.

Key West Coast Kroger Divisions Promote California Bagged and GEM Avocados

The advent of the GEM avocado has been met with increasingly broad support from key stakeholders in the retail trade. Understanding the GEM’s water usage and yield benefits is a key selling point with retailers who are, in fact, quite interested in the sustainability of the California avocado grower. CAC provides promotional support commensurate with the GEM variety volume, including a digital coupon for key West Coast Kroger divisions.

Additionally, the Commission is sponsoring a new Kroger marketing tactic called a “Single Subject Email” that supports California avocado bag distribution at these West Coast divisions. Because these email lists reach over 500,000 households, this is a broad, yet targeted activity designed to appeal to both those most likely to purchase California avocados, as well as those who have purchased but show as lapsed in retailer loyalty data.

California Avocado Commission Supports Retail Strategy with Comprehensive AvoScore Cards

The inclusive AvoScore Card reports provide a summary of total category sales, avocado segments and year-over-year comparisons for various Commission retail partners.

These detailed AvoScore Cards are a powerful tool for CAC staff and agencies, providing a comprehensive understanding of how California avocados are performing year-over-year and during the California season in the retail marketplace, by retailer. The Commission’s retail marketing directors leverage this tool when meeting with retail partners, highlighting the strength of the California avocado season and presenting opportunities to increase their sales of California avocados. Most importantly, these reports enable CAC staff to make informed, data-driven decisions to support their retail efforts, enhance their marketing and sales programs and establish CAC as a category captain in the marketplace.

This in-depth tool, in addition to Avocado Business Reviews and Retail Promotional Performance reports, equips Commission staff with key information for retail partners, and provides recommendations and opportunities to increase sales. Additionally, it helps CAC foster a collaborative relationship with retail partners.