Audio: Let Them Eat — And Drink — Cake

Todd Wiggs, Jungle Jim's beer and wine director

FAIRFIELD, Ohio — Shopper marketing helps transform the shopping trip from a mundane task to fun and engaging experience. Few other retailers know this better than Jungle Jim’s International Market,  which markets itself as “more than a grocery store; it’s a destination.”

The chain has even extended his strategy into its beer and wine department.

In an interview with Supermarket News (above), Todd Wiggs, Jungle Jim’s beer and wine director, explains how the retailer’s new Cincinnati store baked cupcakes with beer to stimulate sales of Guinness and Irish crème liquor. The strategy also helped attract consumers who otherwise may have felt intimidated to visit the beer and wine department.

Interview by Carol Angrisani

Read more: Jungle Jim's Holds Lottery for Rare Beer