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Archie’s IGA Plus
St. Marie’s, ID
26,000 sq foot. store
1,200 sq. foot produce department
60 feet of wet rack, 32 feet of dry table plus displays
Average weekly sales: $145-150k
We have been looking for a way to increase sales during the slow months. So, starting in January, we began offering our “Fill it Fresh” initiative. Basically, we chose 20-25 produce items and allowed customers to fill a bag with those items for a flat rate of $20. We advertised the promotion on Facebook and in our ad. The morning of the first Fill it Fresh arrived and, we couldn’t believe it, there were people there right when we opened ready to fill their bags. That day, we received more comments on our Facebook page than we ever had before, and we knew we were really on to something. Over those three days, produce department sales were up 49 percent. The interesting thing was that, even when we subtracted the sales from the Fill it Fresh bags, produce was still up substantially. When we ran Fill it Fresh again in March, produce was up 53.8 percent. Since then, we have held two more Fill it Fresh promotions and they have continued to be a great success.
150 bags of produce sold
50% increase in produce sales
10% customer count increase
For our shoppers:
They Get a Great Deal
A big bag full of fresh produce for $20, especially in the winter months, is viewed as a great value.
Helps with Wellness Goals
By discounting healthy options, we help our customers eat better.
They Have Fun
Customers enjoy seeing which items are available this time and strategizing to get the most for their money.
For the store:
We are slower in the winter, so running the Fill it Fresh sale during that time gives us a nice boost.
Brings in More Customers
For us, Fill it Fresh is not necessarily a gross driving promotion, but a customer count promotion. Our gross was down slightly, but the volume more than made up for it in dollar profits.
The increases we see in comments and shares on our Facebook page has helped us get the word out without having to do as much promoting ourselves.
The bags cost $20 each.