Research is King at Retail
At the California Table Grape Commission we believe that top notch research is the best foundation for driving sales at retail. To that end, we regularly conduct and compile quantitative and qualitative research.* We use this research to reveal consumer trends and buying preferences regarding grapes, and to show how grape marketing programs can boost grape sales based on the past performance of various strategies, such as placement of grapes in print ads.
All this data helps us compile recommendations for successful promotions and create new tools to support your programs.
Our three top-line conclusions from our latest research are the following:
*99% - yes, that's right - of consumers prefer grapes from California over grapes imported from other countries
*As a result we recommend that retailers stock grapes from California as soon as they are available in May.
*Front page ads produce the highest volume impact, especially during the Spring/Summer, May through August time period.
You can explore our extensive research more in-depth by selecting the Consumer Research and Category Research links on your left. An outline of the commission's promotional programs that support your own marketing efforts can be found in the Promotional Programs section.
A series of downloadable marketing tools can found in the Marketing Resources section. Your staff dieticians can find the latest health research regarding grapes - the original SuperFruit - and how to best impart that information to customers in the Supermarket Health Professionals section.
A thorough section on Storage and Handling, and a new section on Retail Foodservice completes the site.
We hope that you'll find all the information you need to increase grape sales here. And, if you've created a grape promotion other people should hear about, please allow us to toot your horn by contacting us at The California Table Grape Commission.
*Consumer Research - Fleishman Hillard International Communications St. Louis Research Division; Category Research - The Perishables Group