The world’s largest retailer plus the leading supermarket chain in Europe both sign long-term agreements
Polymer Logistics, a Retail-Ready Packaging (RRP) pooler and global leader in innovation, is pleased to announce that the world’s largest retailer as well as the largest chain in Europe have both chosen “Market Place®” wood-look crates for their supply chains.
85% of customers preferred wood-look crates
Both retailers have signed long-term agreements with Polymer Logistics. The decision was based on thorough studies, pilots and customer acceptance surveys.
During pilots, retailers reported a significant uplift of over 3% in produce sales when using the crates from Polymer. Customer surveys showed a clear preference of over 85% for the wood-look crates compared to the industrial plastic-looking green or black crates. Customers appreciated the fresh ‘back-to-nature’ look, which creates a traditional market feel in the store.
In today’s “first impression counts” environment there can be no doubt that where retailers deploy the Market Place® crate, an-uplift in sales will naturally follow.
Front of store drives increased sales
The produce department, typically located at the front of the supermarket, drives foot traffic for the overall outlet. So any improvement there has an exponential benefit on total store sales.
Retailers have introduced wooden plinths in the department to emphasise the freshness of produce offered. However when it comes to the actual packaging of produce, the use of coloured industrial-looking crates is commonplace. The result is a sterile-looking produce department. In essence, retailers are failing to present a market-fresh image to perceptive shoppers.
“If retailers truly want to offer their customers that market fresh look, then they need to find an alternative to the industrial looking plastic crate that is prevalent in every produce aisle”, commented Adrian Dale, Managing Director at Polymer Logistics UK.
The family of wood-look crates was introduced 13 months ago at the Fruit Logistica trade show in Berlin, followed by exhibits at both the United Fresh and Produce Marketing Association (PMA) trade shows in the US.
The wood-look crates are currently being piloted with more major retailers. Polymer Logistics is confident that that “Market Place®” crate will become standard around the world for three reasons:
- They look attractive and eye-catching on display
- They increase sales and improve quality perception of the produce sold
- They cost the same as plastic-look industrial crates
The new wood-look crates from Polymer Logistics can be used in exactly the same way as existing plastic-look crates. The cost of service is the same but it offers clear additional advantages.
For further information on the new Market Place Crate please email firstname.lastname@example.org or call 0845 2000 001
The concept of the field to fork philosophy is a common practice with many of the modern day suppliers of groceries to the general public. The fundamentals of this practice look at continuing the idea of fresh and wholesome products, that have the impression of freshly picked, dug up or packaged much like locally sourced items had back in the 1920s.
The idea of a milk man with the clink of bottles heard from yards away, the fish monger arriving on his push bike with a wicker basket full with plaice and ice. The butchers cart laden with all the cuts, from cheap to pricey, prime to offcuts, all delivered to your door, in unique vehicles designed with the care and love only a sole trader could have. The idea is that a product will at every stage still continue to be perceived as freshly picked, plucked, or de-podded, and maintain that perception through the use of packaging, delivery vehicles, and containers.
Although those days are long behind us, and with the customer now doing the majority of legwork, a recent resurgence in food delivery services has shown itself to be the next bastion in the supermarket wars.
Touching on the specific dedication that 1920s era grocers had towards the look and feel of their service, many of the current suppliers of retail ready FMCG, have carved out a detail design on every small aspect of branding throughout the retail chain. From Ads to trolleys, products to staff uniforms, all of these are designed for one purpose, to build a perception in the mind of the customer that this is a professional outfit who can be trusted. However, with ever expanding competition at the top, differentiation is now becoming key to cut through the noise.
As one major chain has adapted to one USP they wish to be known for, another has used another. Each top chain now has there own brand and that brand has its own idea of how it wishes to be perceived.
Yet, one of the last areas that has not employed the required philosophy, to stay ahead in this competitive game, is the final delivery perception.
The delivery is currently ordered buy the customer for a specific time, and essentially they invite the brand into their home to drop of the goods that they repeat purchase each week. You would expect this part of the journey to be well defined. A perfect example of how a brand can make the right impression by the equipment, attire, and appearance in which they interact with that customer could develop a loyal trusting customer to that modern day grosser.
Although the speed and levels of cost saving they wish to achieve somehow negates that, this is one aspect that could provide a way of cutting them far and above the competition.
With the smallest of changes to the overall end user experience, a large return on investment could be seen. Although the investment in ‘vintage’ looking, yet robust crates could increase the cost at base level, the creation and increase of brand image can result in a long standing partnership between customer and supplier.
Many of the customers who use the online shopping services, do so for the convenience of delivery, and with that comes the lack of need to step foot in the traditional supermarkets. This could provide a situation where the only exposure, out side of the well-scripted and designed adverts, they have is at the point of contact between delivery driver and user. This is where streamlining of the brand and philosophy of the company needs to show through. With the addition of a well-crafted delivery van, a well-structured uniform, and high quality containers, that are so prominent to the end user, a true understanding of the company’s ideals and image can be portrayed. Only then will the loyalty of the customer be tested in the supermarket wars.
Request your FREE miniature market place crate by clicking here
Following on from the successful launch of our new Market Place crate, which is designed for retail stores that want to give that market fresh impression, it has already undergone successful pilot trials with a market-leading retailer. The response we have seen from our customers has been amazing and in turn where it has been piloted, sales of fresh produce in store have risen.
Feedback from retailers has included “this is the greatest invention within the field of RPC of the last 20 years” and there can be no doubt that when retailers see for themselves they will see how this new crate can transform the look of fresh produce aisles and will be 100% convinced of the difference it can make. In surveys that were completed during the pilot more than 86% of customers preferred the Market Place crate compared to the industrial RPC.
Already nominated for a number of major industry awards, the Market Place crate continues to make a big impression at exhibitions all over the world and will be showcased again at the United Fresh Show Chicago in June this year.
We are that confident in the crates’ ability to improve customer experience that we have issued a challenge to retailers worldwide. In essence retailers are challenged to send in images of fresh produce aisles as they are now and in response, using digital technology, we will replicate how they could look using the new Market Place crate.
For customers who want to take up this challenge simply take your images and send into . We will be in touch with a representation of the future for customers’ fresh produce aisles.
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