2003 Best Merchandising Ideas: Crackers

Crackers in all their variety have become a very important part of any specialty food store. Not only are they an indispensable part of entertaining with cheese and deli meats, they also spur sales throughout the store. In other words, people intent on buying crackers usually buy other products as well, which makes them natural recipients of cross-merchandising promotions and displays. Crackers store well and therefore, are very convenient for surprise guests, picnics, camping trips, and car rides. Since they contain little or no sugar, crackers are a healthy snack and also a good source of carbohydrates. In fact, when combined with cheese and fruit, they can actually form a well-balanced meal for both children and adults. Although selling crackers might seem like a no-brainer, with some creative merchandising ideas your cracker program can help you sell the whole store.

Variety is the Spice of Life

Variety is very important when you are selling crackers. Not only are you going to appeal to more buyers when you have a larger selection of flavors and varieties, but the opportunities for cross-merchandising will increase. "Spread" your crackers by moving them out of the cracker aisle whenever possible. They should always be displayed in front of the cheese and deli counters. Set up permanent shelves - "knee-knockers" as they call them in the trade - and on them, display several cracker varieties in different flavors and textures. Remember that you probably offer at least a few dozen kinds of cheese and more likely, several hundred, so don't offer one kind of cracker or you will limit the possibilities of tasty combinations. Also, train your sales staff to ask customers, "Have you decided what kind of cracker you want with that?" and perhaps offer advice to them about their selection of a cracker or crackers to accompany their cheese or deli choices.

The prepared foods section is another great area in which to display crackers. Also, try offering crackers as an alternative to bread to accompany take-out soup, salads, and other dishes. Sometimes, crackers can seem less filling than bread at lunchtime. Since crackers are such great vehicles for cheeses, p?t?s, and other party foods, try merchandising a selection of crackers in the wine department as a reminder to people who are entertaining. Another area that is sorely neglected when it comes to crackers is the produce section. Crackers are perfect for crudites and other vegetable hors d'oeuvres and salads. Displaying crackers throughout the store keeps them in shoppers' minds, as well as reminds them of crackers' versatility.

Snack Time

Snacking has received bad press in the past few years because so many of the snack items available, especially those for kids, are so unhealthy. Overly processed snack foods full of sugar, fat, and sodium whose packages list numerous artificial flavors and colors have become the bane of mothers everywhere. Try setting up a display of healthy snack choices that would of course include crackers and accompaniments. Use a sign that says, "It's 4 p.m. Do you know what your kids are snacking on?" Assemble other healthy snacks that complement crackers like natural peanut butter, instant soup cups, salsa, cheese, cottage cheese, and canned tuna. You can also gear the display toward adults, either for snacking at home in front of the TV or at the office. Your sign can read, "Make a healthy choice now for snack time later." Many of the same foods that would appeal to the kids would work for grown-ups, too, but you might add a selection of charcuterie, smoked fish, olives, and even caviar for really decadent snacking.

Cracker Recipes

Crackers can form a base for all sorts of recipe ideas for appetizers and snacks. They are at their best when you're entertaining and you want to offer the guests finger food. Try periodically to offer appetizers in the store using crackers. Consult the web, cookbooks, and your own kitchen staff for interesting recipes that feature crackers and make them available to your customers. Then, once a week or so - more during holiday times, have a staff member stroll through the store with a tray full of cracker-based appetizers and a stack of recipe cards next to them on the tray. Compile the recipes and include them in your weekly newsletters or drop them into shopping bags. Specify the brands and types of crackers for each recipe, leaving nothing to chance. Give your customers the idea that anytime they are entertaining friends - from cocktail parties to having friends over for Oscar night, crackers should top their shopping lists.

Quick Tips

Variety is key to successful cracker sales. Use signage
to describe how to best use them and with what.

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Merchandise crackers throughout the store in the cheese, deli, prepared foods, wine, and produce departments.

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Crackers can be healthy snack choices. Build snack displays full of healthy snack ideas for both kids and adults, with crackers as the central ingredient.

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Provide recipe ideas for crackers and regularly offer samples of your best recipes to shoppers in the store.

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