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Advertising using consumer screens can lead to a doubling of turnover. This result was reached by a field study, which Edeka Neukauf Culinara-Maier and food specialist Bizerba carried out together.
A range of 66 herbs and spices from a renowned supplier formed the starting basis. The objective of the field study was to discover what influence monthly-rotating price campaigns, advising on the consumer screen of touch-screen scales and first customer address using recipe suggestions have on sales figures. In the first week of the pilot project, Culinara Maier sold a total of 204 packages, the first price campaign increased sales to 543 units, the second and third to an average of 700.
After the third price campaign, Culinara Maier began to advertise 14 products from the herbs and spices range using the consumer screens on the scales on fresh-produce counters. While the sales staff, for example, weighed the lean pork, the customer-facing display on the scales showed consumers the price and weight as well as the rights herbs and spices. In addition, the personnel also had recipe suggestions which they could suggest to the customer and print out.
Touch-Screens Scales can double turnover
These campaigns increased the sales figures of the 14 advertised products from 264 units in calendar week 24 to 430 units in calendar week 25. In this week, there was an increase of 676 to 1,082 units sold for the entire range - and this occurred even though the products were already being sold at the normal price again.
The pilot project produced the following result over the entire 21-week observation period: from a range of 66 products, 12 products were advertised using the scales screens in the meat department and two products were advertised on the fish department scales. In the 21 weeks, Culinara-Maier sold 2,775 units of these 14 actively-advertised products. For the control group of 52 non-actively advertised products, which was almost four times the size, there were only sales of 4,084 units. "This relation shows us the clear success of the pilot project. By advertising on the screens in combination with the recipe print-outs, the so-called "bandwagon effect" also increased," explains Culinara-Maier proprietor Detlev Maier.
Claudia Gross, Director Global Marketing and Communication at Bizerba, is also happy about this success and adds, "The advertisement through customer screens and the suggestion of recipes are active means of communication. It shows that it can lead to turnover increases with a more personal customer address at the same time." She believes that such a wide product range can only be efficiently marketed in this way. This in turn leads to a higher level of customer satisfaction and conveys the unique image of the producer, whose competence is consequently recognised consistently and stably by the clientele. Culinara-Maier in Rottweil employs 50 staff. A total of 11 Bizerba Type CE II 800 2S touch-screen scales are used in the fresh-produce sector.
