"A change of season means a change of climate and naturally, a change of location," explains Chaouki Tajouri, fruit and vegetable manager at Leclerc Bourg les Valences. "Winter produce, such as squash, carrots, leeks, clementines and oranges, are the star products of the autumn season. They are therefore naturally given pride of place on the shelves."
Photo credit: Leclerc Bourg le Valences
Photo credit : Leclerc Bourg le Valences
The fruit and vegetable manager takes great pleasure in orchestrating the shelves with the utmost care. "I like everything to be tidy and regular throughout the year. In 90% of cases, our fruit and vegetable department is run in the same way as in the photos here. The aim of the displays is to catch the eye of customers and trigger impulse buying, so a well-organized department where freshness and quality prevail is bound to have an impact on sales."
Photo credit : Leclerc Bourg le Valences
Photo credit : Leclerc Bourg le Valences
Such a tool is all the more interesting in times of economic crisis. "Consumption is always the result of a trade-off between desires and constraints. There are many constraints, the main one being financial. I talk a lot to customers and most of them have noticed the price inflation, even though Leclerc remains the cheapest chain. Customers are very happy with the fruit and vegetable department, with a penetration rate of 52%. This means that more than one in two customers buy fruit and vegetables. They find the section very attractive and sometimes do not even dare touch the display, so as not to damage it…"
For more information:
Chaouki Tajouri
Leclerc
Tel: +33 4 75 82 26 26
www.e.leclerc