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Whatmakes a store’s product
mix appealing? Striking the
right balance between offering
quality and an effective display,
responds Jerzy Sieradzki,
fresh producemanager
at theCarrefourWileńska
hypermarket inWarsaw (Poland).
Selected excerpts.
What are the keys
to a successful product
display?
Shelf placement is of
primary importance.
Above all, it depends on
effective management
of orders and deliveries.
As soon as the store
opens, the different
departments are fully
stocked and ready
to receive customers.
Along with the team,
we ensure that the
products are appealing
and well-presented,
emphasising their quality,
freshness and price.
In each department,
we try to make shopping
easier for our customers
by classifying products
according to their family
or use.
Then, we promote them
through attractive
product displays by
highlighting promotions,
special deals and
tastings of seasonal
products.
How do you attract
customers and build
loyalty?
Carrefour’s product mix
makes the difference!
Fresh-squeezed fruit
juices, organic
vegetables, bread baked
on-site and products
from the Carrefour
Quality Lines
(Jako
ść
z
Natury)
are among
the new offerings we
successfully introduced
in 2014, to the delight
of our customers.
Of course, the display
must be accompanied
by a strong employee
presence to properly
inform and advise our
customers.
How do you anticipate
customer demand?
Quite simply, we talk to
them. These discussions
always give us new ideas
and important insights
into what they want. We
also have tools available,
such as consumer
panels, historical sales
data and the website
satysfakcja.carrefour.pl ,which gathers opinions
from thousands of
customers. I also go
to the local markets
at least once a week,
which is a great source
of inspiration.
Bringing
our stores
to life
INTERVIEW
MAKE
SHOPPING
EASIER!
Find items quickly,
learn about prices
and promotions,
taste some samples,
feel the urge to buy…
The arrangement
on store shelves,
the choice of display
units, events,
signage and
decorations are
some of themany
ways of highlighting
the quality and the
competitiveness of
the store offering.
Jerzy Sieradzki
Carrefour Wile
ń
ska hypermarket
(Poland)
“Iworkon thepresentation
of theproducts toemphasise
their quality, freshness
aswell as their price.”
STOCK TRANSPORT DISPLAY
36