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Only a quarter of female purchasers change
brands for the sake of variety alone.
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"Daily Grinder" Grinds
out Sales for McCormick Co.
McCormick Co., a leading spice manufacturer,
wanted to stimulate sales of their gourmet whole black peppercorns.
Consumers would ordinarily have to take the jar home, find
(or buy) a grinder, and deal with regularly filling and
cleaning the grinder. This entailed extra expense and inconvenience,
two factors guaranteed to hold down sales volume.
A custom grinder cap to fit the gourmet bottle
seemed ideal to solve a tough marketing challenge, but all
the grinders the company had researched used porcelain grinding
surfaces and plated screws. Should the package be dropped
or damaged in shipping, the porcelain could break, leaving
small bits of glass in the pepper. Also, the pepper oil's
corrosive action could cause potentially toxic plating to
flake off the screws and onto the food. Thus an excellent
promotion idea seemed impractical.
Enter Milmour. Working with McCormick's production
staff, Milmour designed and manufactured an all-plastic
grinder cap incorporating a snap-together assembly—the
McCormick "Daily Grinder." No porcelain to break;
no screws to corode. And the cost was 2/3 of the original
budget estimate! Since the "Daily Grinder" fits
only the McCormick bottles, it encourages greater use and
re-purchase of their product. An ideal sales volume booster.
Milmour provided McCormick with the means
to an effective promotion—on target, on time, and below
budget.
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Focus
on the Consumer
A Nielsen study of 40,000 consumers found
that the average number of food shopping trips made each week
is 1.7, and the average number of stores visited is 1.9. Other
studies indicate that over 80% of these trips are made by
women. With the female American shopper visiting two different
grocery stores each week, it is critical to promoters to reach
these consumers in a professional and convenient manner at
point-of-sales.
Developing and keeping customer loyalty is
essential to today's successful business environment.
Most female consumers are loyal to their brands.
Only about a quarter of female purchasers change brands
for the sake of variety alone. "Building customer loyalty
by making shopping—and saving—as pleasant and
easy as possible" is one of the objectives of food
retailing today, according to a recent article in Incentive
Magazine.
In-pack, on-pack, and near-pack premiums from
Milmour offer the consumer added value for her money and
reward her for her business. They can help you highlight
your product and differentiate it in the crowded marketplace.
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