Text Box: Text Box: Check off Reinvents the Dairy Aisle Text Box: 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 It is because of this boring and outdated look that consumers are not drawn to look at all the latest options in the dairy case.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. Locally, ShopRite—with 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:

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N. Syracuse NY 13212

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Text Box: Retail Text Box: With construction completed earlier this year, 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. “We want shoppers to stop and say ‘Wow’ when they walk down the dairy aisle,” says Al Giardullo, ADADC’s Vice President of Retail Marketing. “The Dairy Aisle Reinvention program not only reminds people of the many health benefits of dairy products, but it also gives them many different and easy ways to consume it - whether it is on the go in the form of a smoothie, or with the whole family during dinner.” Based on the success of the first store in Manahawkin, ShopRite is now planning on implementing the DAR program in 4 more stores by the end of the summer. Having ShopRite take the lead on doing additional stores is a direct result of the pilot project, which proves that dairy is one of the most profitable areas in the store and that dairy check off staff can be a valuable information resource to the retailer’s team. Text Box: Key principles of the DAR program 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. Text Box:
agiardullo@adadc.com

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