Kroger Team scores on a Triplepoint Play
The Christmas holidays always brings plenty of opportunities for fine wining and dining. So, in December, the Daymon team at The Kroger Co connected with two supplier partners, Triplepoint and the folks at the Fred Meyer division of Kroger to deliver about 40 food and wine sampling events. The demos took place the third week in December, one of the busiest weeks of the year, and were conducted over a 6 hour period of time in the afternoons and early evenings at the majority of the Fred Meyer stores located in the state of Oregon.
The Brand Ambassadors promoted awareness around several of the Kroger control brand wines such as Snapping Turtle Chardonnay and Zinopolis Zinfandel that pair superbly well with one of Kroger’s new lines of upscale frozen entrees under the Private Selection brand. Shoppers had the opportunity to sample Chicken Marsala with the Snapping Turtle Chardonnay, as an example.
“Consumers were really treated to a special experience, with a team of true professionals educating them on these premium food and wine pairings”, stated Tony Contini, Senior Business Manager. One Fred Meyer shopper was quoted as saying: “I am impressed that Fred Meyer is doing wine tasting, definitely makes me want to shop here more often”.
The debut of Triplepoint at the Fred Meyer division has been such a success, the Kroger team has identified additional short term opportunities to show the added value of their services. “We plan to conduct more events during the upcoming Valentine’s Day weekend,” mentioned Tony.
The demos at Fred Meyer had additional support through neck hangers placed on the bottles of wine, ad activity in the weekly flyer as well as other POS materials available to the consumers. The end results showed an average lift of about 10 units to 1 in the stores that conducted the demos vs. the stores that did not. A special thanks to our supplier partners – Winery Exchange & Cuisine Solutions, Nicole LeMaire and Shannon Weisinger at Triplepoint and Chris Boyd and Brad Rasmussen with Daymon at the Fred Meyer division for all your help in organizing and evaluating the success of these efforts which have truly been a win-win-win situation for Daymon, our supplier partners and our customer.