GRAND RAPIDS, Mich. -- The solutions-selling team at Spartan, together for about 2 1/2 years now, has recently added a new component to its program in Center Store. The wholesaler is currently testing a multitemperature endcap that utilizes a quick-and-easy recipe card or a meal concept, such as Mexican or Italian. The test is being run in only one store.
must inform people about what's going on.
"We recently stood in the store where the endcap is being tested and talked to shoppers," Steinbach said. "People said they 'kind of noticed' the endcap, but didn't know what it was all about. Shoppers are very rushed and are not taking the time to look around. They want to be educated, and they want new ideas, but it has to be clear to them."
The endcap is currently positioned toward the front of the store, at the beginning of grocery aisles. The unit has no freezer, but it can hold meat, produce, dairy, and dry grocery. Whether the endcap is running a theme or a recipe, customers are given full-color recipe cards to go with the solution. Recipes change weekly.
Spartan intends to test the unit for several months, and the test store is collecting product-movement data. At this point, Spartan has no plans to roll out the concept.
