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With fruit and veg a vitally important category for Premier retailers, a new regular Jack’s promotion is set to ensure retailers have a marketleading fresh offer to drive footfall and sales.
The fresh fruit and veg category is now of fundamental importance to Premier retailers and is a category that has been in steady growth in independent retailing for many years. Having a strong range of great-quality, outstanding-value fresh products is now a must for stores looking to maximise footfall, sales and profi ts.
A strong, well-presented fresh fruit and vegetable range can help unlock big basket spends as shoppers on a ‘meal for tonight’ mission can fi nd everything they need for that night’s dinner, all in one place. Whether it’s spaghetti bolognese, chicken curry or any
number of other popular dishes, shoppers need to be confi dent that they can fi nd the onions, tomatoes, garlic and more that they need to save them having to visit two or three stores or visit a supermarket which may be many miles away.
The extensive range of Jack’s fresh fruit and vegetables that launched earlier this year has gone a long way to making that easier than ever for Premier retailers. A new rolling promotional programme, however, is set to help retailers take their fresh off er to an entirely new level.
The new regular promotion will off er Premier shoppers market-leading, attention-grabbing deals on four top-selling seasonal fruit and vegetable products every promotional period.
GET FRESH
The promotion was created specifi cally in response to feedback from Premier retailers. With a brilliant fresh off er now critical in independent retailing, Premier retailers made it clear that they needed a powerful way to grow their fruit and veg sales – and Premier has listened and responded.
In Promotional Period 6, for example, the promotion off ered shoppers outstanding deals such as £1.99 for Jack’s Red and Green grapes, a saving of 60p on the RSP, and just 99p for Jack’s washed white potatoes, a saving of 30p on the RSP of £1.29.
While these deals help deliver marketleading value for shoppers, they also delivered strong PORs of up to 25.25% for retailers.
Similarly, the Period 7 promotion, which runs from 31 August until 4 Oct, off ers exceptional deals on best-selling seasonal fruit and vegetable products like cooking onions, red apples and lemons, all delivering a POR of 20% for retailers.
For shoppers, the promotion is equally attractive, off ering Jack’s lemons 4-packs for just £1.09 and a 1kg bag of Jack’s cooking onions for just 65p. These represent savings of up to 30p on the RSP.
ROLLING PROGRAMME
The promotion will feature in all upcoming promotional periods with the products RETAILER VIEW
DENNIS WILLIAMS Premier Broadway, Edinburgh
“From what we’ve seen of the Jack’s range so far, mostly in fresh produce, it’s an absolutely in fresh produce, it’s an absolutely fantastic range. Shoppers have gotten used to it so quickly and easy to see why: it looks superb on the shelf, the product quality is genuinely outstanding and the value is exceptional. It’s everything that today’s shoppers are looking for and I’m looking forward to welcoming many more Jack’s products into the store in the very near future.”
featured evolving seasonally.
For every promotion, Premier retailers will receive a bespoke POS pack which features eye-catching materials including posters, shelf barkers and shelf-edge labels. This high quality POS features the critical ‘Part of the Tesco family’ message, which retailer feedback has made abundantly clear is highly valued by shoppers.
While the POS packs will help make the promotion unmissable in-store, Premier will also create professionally designed, readymade social media posts which Premier retailers can easily use to highlight the deals to their shoppers online and on social media.
With shopper deals as outstanding as those featured in the promotions, it’s a great opportunity for retailers use these free digital materials to drive footfall to their stores. And once your shoppers arrive to take advantage of the deals, there’s an outstanding opportunity to drive big basket spends and also increase visit frequency.
QUALITY COUNTS
Off ering attention-grabbing deals to bring shoppers to your door is, however, only part of the story. Driving initial trial of the Jack’s range in general and the promotional products in particular is obviously key – but to generate those all-important repeat purchases, it’s quality and value that purchases, it’s quality and value that matters most.
Thankfully, it has become clear Thankfully, it has become clear that the quality of the Jack’s range is unquestionable. Feedback from both sides of the counter has made it obvious that the new, fast-expanding range of Jack’s lines is landing extremely well – and it’s the quality and freshness that seems to be impressing retailers and shoppers most.
Mandeep Singh of Singh’s Premier in Sheffi eld told Talking Shop: “What I’m in Sheffi eld told Talking Shop: “What I’m hearing from my shoppers most is that the quality of the Jack’s range is a clear step up on the products the new range replaced. The fruit and vegetable range in particular has been transformed. I’ve had so many shoppers tell me that not only are the products much better quality, they’re also fresher – and they stay fresh for longer. That’s what’s driving the repeat sales and that’s what’s making Jack’s such an important brand for Premier retailers.”
FAMILY VALUES
Another retailer hugely impressed with the Jack’s fresh range is Justin with the Jack’s fresh range is Justin Whittaker of MJ’s Premier in Royton, Whittaker of MJ’s Premier in Royton, who has seen his shoppers respond who has seen his shoppers respond extremely positively to the Jack’s extremely positively to the Jack’s range and, in particular to the Tesco range and, in particular to the Tesco branding. He said: “I was interested to branding. He said: “I was interested to see how my shoppers would respond to the see how my shoppers would respond to the
Tesco branding on-pack but I have to say it’s been overwhelmingly positive. That famous Tesco name gives them even more confi dence in the products. We’ve had the Jack’s range in since it fi rst launched and I have to say I’ve been really, really impressed, as have my shoppers.
“The products look great on shelf, the packaging is really strong and modern, and the pricing is spot on. Vitally, however, the quality is just fantastic. On the fresh lines, the quality is fantastic and that’s also what my shoppers are telling me. I’ve tried most of the lines myself and I would have to agree. “The Jack’s range is also extremely fresh and it stays fresh, which makes the fi xture look great day after day and drives sales and profi ts. It’s all about shopper confi dence in the fresh category so to have a fi xture full of bright, attractive packs with really fresh, amazing quality products inside is just superb.”
FRESH DEALS: PERIOD 7
The promotion delivers top-selling fresh seasonal products at fantastic value pricing for shoppers. In Period 7, for example, which runs from 31 August until 4 Oct, the following deals are available:
Product Pack size Promo Price RSP Shopper Deal POR
Jack’s Cooking 1 x 1kg £0.52 £0.99 Only 65p 20% Onions
Jack’s Savoy 1 x Single £0.68 £1.19 Only 85p 20% Cabbage
Jack’s Red Apples 1 x 4pk £0.79 £1.19 Only 99p 20%
Jack’s Lemons 1 x 4s £0.87 £1.49 Only £1.09 20%
Jack’s Savoy 1 x Single £0.68 £1.19 Only 85p 20% Jack’s Red Apples 1 x 4pk £0.79 £1.19 Only 99p 20% Jack’s Lemons 1 x 4s £0.87 £1.49 Only £1.09 20%
A full set of bespoke POS will be provided in your Period 7 packs to support the promotions, including eye-catching and sales-driving shelf barkers and SELs.
FRESH THINKING
Perhaps unsurprisingly, the promotion has also gone down a storm with Premier retailers and shoppers, as Sag Patel of Premier Norton Road in Stockton-on-Tees explains: “We now have over 200 Jack’s lines in-store with more coming in with every delivery. The entire range has been really well received and the fruit and veg lines have been selling exceptionally well.
“The promotions in particular have been massive for us. To be able to sell key products like apples and grapes at unbelievable prices has defi nitely helped drive footfall which then converts into bigger spends and bigger profi ts. Getting a minimum of 20% POR on the promoted lines is just fantastic too. This promotion is set to be a major success in the future, I believe, and it’s also helping drive trial of the Jack’s range in general.”
