Retail

On an average trip through the grocery store, shoppers are faced with bright colors and great smells throughout the various departments. The dairy department is often along one wall and may be only distinctive by the amount of refrigerated cases. It is because of this boring and outdated look that consumers are not drawn to look at all the latest options in the dairy case. In fact, research has shown that shoppers tend to spend less time shopping in the dairy case than many other departments in the supermarket. What does this mean for the industry? Fewer sales.

Research has shown that there is a direct correlation between the amount of time spent in a specific section and the amount of product purchased. To help shoppers spend more time in the dairy aisle and discover all the new products available, dairy check off created the Dairy Aisle Reinvention (DAR) program.

Checkoff Reinvents The Dairy Aisle

Locally, ShopRite—with other stores throughout the region—partnered with dairy check off and ADADC to pilot the region’s DAR concept in the retailer’s Manahawkin and Flemington, New Jersey stores. These stores, along with 36 other stores throughout the country, went through major renovations in the dairy department in order to implement the four scientifically proven key principles of the DAR program.

Through this reinvention the dairy aisle is completely different. It is now bright and sleek. Above each section of the dairy case is a creative, colorful heading that brings shoppers in to take a closer look. These headings include: Proactive Health, On The Go!, Fun & Fit, Dairy Favorites, and Snacking Cheese.

Change shopper perception of the dairy aisle from “old fashioned” to modern, relevant, fresh, exciting and new.

Slow down shoppers by creating a “speed bump” or a 3-dimensional space.

Engage shoppers by making the case more user-friendly by bringing organization and clarity to the different segment neighborhoods within dairy.

Inspire shoppers by showing the value, benefits and usage occasions of dairy products.

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