|
|
|
|
|
PROMOTION CATEGORY SALES IMPACT
Aggregate scanner sales data from
599 stores in three different markets from four separate egg
promotions.
Source: AEB, Promoting the Case for Eggs |
|
EGG PROMOTIONS BUILD INCREMENTAL SALES
Customers who buy eggs on sale will use
more eggs. This simple fact has been demonstrated in every promotion
study by the American Egg Board. Egg promotions truly build
new business. |
|
|
EGG
SALES RETURN TO NORMAL IMMEDIATELY AFTER PROMOTION
Egg promotions do not “steal”
business from succeeding weeks. Scanner data tests show that
eggs consistently return to a sales level that is at least as
high or higher than the normal sales level prior to the promotion
period. |
SEQUENTIAL PROMOTION RESULTS
| Week/Promotion |
Category
Increase
|
| Week 1:
8-count |
112%
|
| Week 2:
25% off all eggs |
36%
|
| Week 3:
12-count large |
115%
|
| Week 4:
12-count large BOGO and 18-count large 4 days |
83%
|
| Four Week
Total |
86%
|
Source: AEB, Promoting the Case for Eggs
 |
|
PROMOTION FREQUENCY DOES NOT DIMINISH SALES IMPACT
Studies of sequential egg promotions
show that each promotion performs very close to its expected
results—as if no other promotions had been run in the adjacent
weeks. |
|
|
|
|
EGG SALE ITEMS DO NOT SHIFT BUSINESS
FROM OTHER EGG ITEMS
Remarkably, when eggs are put on sale,
non-sale items retain an average of 88% of their normal projected
volume. Only 12% of the non-sale item volume is lost to the
feature item. |
|
|
|
|
DIFFERENT LEAD FEATURE PROMOTIONS
CREATE SIMILAR RESULTS
Results from most lead feature promotions
typically generate an 80% or more increase in category unit
sales. These results are consistent across a wide variety
of promotional events.
|
|
|
Do you normally make a point to buy eggs
when they are on sale?
Source: AEB, Promoting the
Case for Eggs |
|
PROMOTING EGGS BUILDS CATEGORY
SALES
Over half of all shoppers interviewed indicate that they make
a point to buy eggs when they are on sale. One-fourth of shoppers
interviewed say they compare egg prices at different stores
and 21% say they will shop where eggs are advertised. Over half
of customers surveyed say they will buy eggs when they are on
sale even if they did not plan to buy them originally. |
|
|
GUIDELINES FOR PROMOTING EGGS
AEB research indicates there are five
keys to maximizing sales with egg promotions:
- Promote frequently: When
customers buy more, they use more.
- Promote a variety of egg items: Different
sizes and specialty items can typically enhance overall
gross margins.
- Take advantage of seasonal opportunities:
Less traditional sales periods such as after Easter or in
the summer offer higher egg supplies and lower costs.
- Cross-promote eggs with other items:
Nothing fills the cart like eggs. Produce, breakfast
meats, and many other items are natural complements to The
incredible edible egg™.
- Sell the benefits of eggs: Interest
in good nutrition and low-carb diets is generating new interest
in the egg category.
|
|
|
THE
BREAKFAST BASKET
|
|
Retail
|
Margin
%
|
Profits
|
| Eggs |
1.29
|
35
|
0.45
|
| Spices |
1.99
|
33
|
0.66
|
| Bacon |
4.99
|
25
|
1.25
|
| Orange Juice |
3.79
|
29
|
1.10
|
| Cheese |
3.59
|
29
|
1.04
|
| Salsa |
2.99
|
27
|
0.81
|
| Frozen Potatoes |
2.59
|
35
|
0.91
|
| Bread |
2.49
|
35
|
0.87
|
| Butter |
4.99
|
22
|
1.10
|
| Mushrooms |
1.89
|
35
|
0.66
|
| Total |
$30.60
|
29%
|
$8.88
|
Source: AEB secondary location study prices from actual purchase
|
|
EGGS GENERATE SALES
THROUGHOUT STORE
More than 7 out of 10 customers indicate
they buy other items as a result of purchasing eggs. Most
of these related categories generate higher than normal gross
margins for the store.
Retailers can build sales by providing recipes, cross promoting
eggs with other items, and building featured menu ideas. Breakfast
items alone can fill the cart.
|
|
|
ITEMS PURCHASED WITH EGGS
| % Total Consumers Mentioning |
| Bacon, Ham, Sausage |
41
|
Baking Products
(flour, sugar, baking mixes) |
26
|
| Cheese |
16
|
| Bread, English Muffins,
Biscuits |
16
|
| Butter |
11
|
| Milk |
11
|
| Produce Items |
9
|
| Spices, Condiments,
Jams |
8
|
| Breakfast Items |
3
|
412 total responses/answers grouped by category/N=301
Source: AEB/Wisner Marketing Group, Promoting the Case for
Eggs |
|
SECONDARY LOCATIONS CREATE ADDITIONAL
SALES
The American Egg Board has tested selling
eggs from locations outside of the egg case and dairy department.
In almost every instance, all of the volume in the secondary
location was incremental. Coolers placed by the checkout area
or in produce generated very strong results. In produce, there
was a significant increase of tie-in items for omelets and
other main dish meals.
|
|
|
| |
SECONDARY
LOCATIONS TEST RESULT
|
|
Increase
|
|
Units
|
Dollars
|
| Eggs:
At Checkout |
+4.9%
|
+4.1%
|
| Eggs: In Produce |
+4.2%
|
+6.6%
|
| Produce
Tie-In Item |
+7.0%
|
+11.3%
|
|
|
MODEL PROMOTION PLANNING CALENDAR
| *100=Average
Month |
JAN |
FEB |
MAR |
APR |
|
Historic Sales Index*
|
106
|
96
|
120
|
160
|
|
Events
|
Dollar Days
|
Valentine’s Day
Bake for Family Fun Month
|
Easter and Passover
|
|
St. Patrick’s Day
|
Earth Day
First Day of Spring
Egg Salad Week
|
|
Themes and Ideas
|
Eggs as part of a weight loss program
Great Dollar Days Item
|
“Build a Better Breakfast”
cross-merchandising event
|
Egg decorating
12-ct. and 18-ct. large for decorating
|
Egg salad ingredients
|
|
Notes
|
Diet Season
|
Peak Egg Season
|
|
Lead Feature Item Ideas
|
Dollar Days Ad
|
|
Easter Ad
|
Easter Ad
|
|
Specialty and Other
Suggestions
|
|
Create your own event!
|
|
Organic & Natural
|
|
|
*100=Average
Month  |
MAY |
JUN |
JUL |
AUG |
|
Historic Sales Index*
|
82
|
84
|
96
|
91
|
|
Events
|
National Egg Month
Mother’s Day
Memorial Day
|
National Dairy Month
Father’s Day
|
4th of July
|
Back-to-School
|
|
Themes and Ideas
|
Highlight the versatility of eggs: National Egg Month
|
Breakfast for Dad Omelet promotion-tie-in cheese
and pans
|
Deviled eggs and salads for picnics & summer
parties
|
Back-to-School: Breakfast
is important!
Light & easy summer meal ideas
|
|
Notes
|
Historically lower costs may create
many buying and promotion opportunities. |
|
Lead Feature Item Ideas
|
|
|
4th of July
|
|
|
Specialty and Other
Suggestions
|
|
XL for Dad
|
|
6-ct. for seniors
|
|
|
| *100=Average
Month |
SEP |
OCT |
NOV |
DEC |
|
Historic Sales Index*
|
98
|
104
|
125
|
130
|
|
Events
|
|
Halloween
World Egg Day
|
Thanksgiving Day
|
Christmas
Hannukah
Kwanzaa
|
|
Themes and Ideas
|
Hard-cooked eggs for “Brown Baggers”
|
Hearty breakfasts for all
|
BOGOs and two-fors
for baking
Deviled eggs for holiday parties
Cultural traditions with eggs
|
|
Notes
|
Back-to-School
Back Indoors
|
Holiday Baking |
|
Lead Feature Item Ideas
|
Hearty Breakfasts
|
|
BOGOs for Baking
|
BOGOs for Baking
|
|
Specialty and Other Suggestions
|
|
Large packs
|
|
18-ct. for baking
|
|
|
|
