The psychological appeal of freshness is because of its associations with authenticity as much as because of its associations with health. Krispy Kreme grew and then, after a fall, rebounded largely on the sensory charm of fresh donuts. However, the health angle does reinforce the sale. When Jim Morgan took over the failing Krispy Kreme, he introduced yogurt, oatmeal, and fresh fruit juices.
If you’re considered authentic as a retailer and you’re seen as providing health benefits, you’re more persuasive not only with consumers, but also with regulators. In early 2011, Walgreens—America’s largest retail drugstore by location count—announced plans to introduce a few more product lines:
- Fresh fruits and vegetables. Walgreens said they were especially interested in making the additions in “food deserts,” such as inner-city locations with few stores currently carrying fresh foods.
- Alcoholic beverages in most stores, including a house brand beer selling for about 50¢ per can to augment the private label Southern Point wine at about $4 a bottle.
Freshen up for your audiences:
- Fresh flowers in a new arrangement each day on your counters implies to shoppers that you keep up with changes. Fresh arrangements of your merchandise and changing merchandise mixes are important, too.
- Packages you carry on your shelves which include green in the label are more likely to be perceived as fresh. Show consumers from throughout the world green product packaging and you'll probably hear descriptions like new, organic, healthy, and refreshing. If the packages themselves don’t have green, you can use green in the signage or even on the shelf tags. The freshness appeal of green is stronger when the store environment is tidy and there is a scent of pine.
Donut Omit the Indulgent
Dress Up Those Dressing Rooms
Earn Permission to Misbehave
Portray Freshness in CPGs