Deli counters competing

PICK SZEGED Zrt.’s ”Perfect deli counter 2009” in-store promotion campaign was a great success. 206 stores applied by 27 February 2009 and the first jury selected the 10 best, and finally the two winners (who received HUF 1 million each). Their task was not easy, they finally decided to award a special prize as well. Besides POS material, participating shops were given a publication, titled ”The secrets of successful deli counters” which summarizes PICK’s experiences and the findings of a new research on deli counter consumer habits. PICK’s commercial management spent two months visiting each store twice. First, they implemented mystery shoppings, and then they closely examined the deli counter and evaluated it. They immediately provided colleagues working at the deli counter with feedback. Ten stores were shortlisted and deli counters were recorded with a video camera, in order to facilitate decision making by the independent jury: Tamás Éder (Hungarian Meat Industry Federation, president); Lászlóné Menczel (Livestock and Meat Product Board, secretary general); András Kovács (Forlight Kft., managing director); Zsuzsanna Hermann (Trade Magazin, editor in chief). Having watched the video footages the jury was in a difficult situation, since all finalists met the criteria with their beautiful, appetising and clean deli counters, well-used POS material and nice, helpful service. – Not only the timing, method and realisation of the campaign were perfect, but this was also the first professional program where shop assistants were involved – Edit Lászlóné Menczel tells us. – In the past ten years, this is the first time a company implemented a professional program of this high value in the meat industry! It is a long term initiative of great significance, taking into consideration the aspects of manufacturers, retailers and consumers – says Zsuzsanna Hermann. – Good lighting attracts more shoppers, highlights products better and saves energy. Technological development is continuous and it is a great initiative by PICK to help retailers improve their selling places, emphasizing the importance of lighting too – says András Kovács. – In case PICK’s initiative wins followers, the deli counters of Hungarian food stores will improve significantly, and to tell the truth some of them need it badly – Tamás Éder shares his view with us. Mystery shoppings continue until Christmas and PICK intends to organise the competition next year as well.