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WINE TIE-INS FERMENT KASH N' KARRY SALES

TAMPA, Fla. -- Kash n' Karry Food Stores here has substantially improved its sales of wine at its new prototype unit through creative cross-merchandising with its perishables departments.The retailer has placed wine racks near its cheese case and is tying them in with seafood, meat and other perishables items.Noah Deal, Kash n' Karry's vice president of liquor, said adding racks to the perishables

TAMPA, Fla. -- Kash n' Karry Food Stores here has substantially improved its sales of wine at its new prototype unit through creative cross-merchandising with its perishables departments.

The retailer has placed wine racks near its cheese case and is tying them in with seafood, meat and other perishables items.

Noah Deal, Kash n' Karry's vice president of liquor, said adding racks to the perishables department has created a greater consumer interest in the wine department.

"This has more than doubled our sales on the wine piece in that store," he said. "This is just an extension of the wine department."

The cross-merchandising has also served to boost sales in the cheese case.

"This tie-in is just a natural. Wine on some people's thought pattern is a preplanned purchase, while with others it is a spontaneous kind of thing. By having it cross-merchandised in the cheese department, the customers will decide that wine would go good, so we put the appropriate wines with the appropriate cheeses. It helps the impulse sale," he said.

Selected bottles of wine contain necker coupons good for discounts on compatible perishables items.

"We are bringing attention to the wine by putting [coupons on the bottle]. We will rotate cross-merchandising items. For example, Dunwood would have a coupon; with the purchase of a bottle you would get a $1 instant coupon off on seafood, so we would merchandise that in the seafood department, etc.," he said.

Deal said the wines sold in the perishables department are also sold out of the wine department. Kash n' Karry will be adding wine to the perishables departments in more stores, he said.

"The store has been very successful, and as we remodel we will be doing that in the appropriate stores. It is just an avenue of selling more goods," he said.

Deal said the cross-merchandising works especially well during peak traffic periods.

"Your best lift is the weekends," he said.

TAGS: Seafood