DAIRY REIMAGINED A RESOURCE GUIDE BOOK AVENIR NEXT CONDEN

DAIRY REIMAGINED A RESOURCE GUIDE BOOK AVENIR NEXT CONDEN

ACTIVATING DAIRY DEPARTMENT IDEAS Consumers want a closer relationship with farmers and they want to know more about the products they buy, including: Nutrition and Ingredients Fresh and Local Sourcing Traceability and Processing Providing this information allows retailers to meet consumer demands while creating a memorable shopping experience. With a more engaging and inspirational dairy department, retailers can slow down customers and drive dairy sales. CONNECTING CUSTOMERS TO THE FARMERS 2

HOW THIS DAIRY RESOURCE GUIDE BOOK WORKS OBJECTIVE The objective of this Resource Guide Book is to provide retailers with actionable, sales driving ideas that can be implemented in store: today, tomorrow, and in the future. ORGANIZATION This book is organized in three sections that range from simple and easy-to-do to more complex projects that require more planning. SECTION 1 POINT OF SALE Simple ideas that are less expensive, easy to do, and quick to change out at store level SECTION 2 PRODUCT SHOWCASE Inspired ideas that are more involved, requiring more planning and ongoing maintenance SECTION 3 THE BIG SPLASH Complex ideas that are more time consuming and costly, requiring support from others on the team 3

POINT OF SALE In-store images and messaging are important components of the overall shopping experience. The information that is shared with the customer is as important as the look and feel of the sign itself. 4

Section 1: Point of Sale DEPARTMENT SIGNAGE WALL GRAPHICS AND COOLER HEADER SIGNAGE STATIC COOLER SIGNS Logo Here FLOOR GRAPHICS AND WOBBLERS BLADE SIGNS 5

Section 1: Point of Sale OVERHEAD SIGNAGE 6

Section 1: Point of Sale COOLER SIGNAGE INSPIRE & INFORM Fresh & Local Milk Local Farm Stories Product Nutrition Healthy Recipes Product Pairings 7

Section 1: Point of Sale BRANDED SIGNAGE FUEL YOUR DAY COOLER AND CASE HEADERS COOLER AND AISLE BLADE SIGNS Logo Here FLOOR GRAPHICS AND WALL SIGNS 8

Section 1: Point of Sale SEGMENTATION SIGNAGE COOLER CLINGS MOUNTED TO TOP OF DOOR 9

Section 1: Point of Sale INSPIRATIONAL SIGNAGE COOLER AND AISLE BLADE SIGNS 10

Section 1: Point of Sale INFORMATIONAL SIGNAGE COOLER AND AISLE BLADE SIGNS 11

Section 1: Point of Sale DIGITAL MESSAGING Easily reach shoppers via their mobile device: Introduce Family Farmers Communicate the Importance of Animal Care Share Life on the Farm Videos Provide Nutritional and Ingredient Information Inspire with Dairy Recipes and Menus Connect to your Social Media Sites and Apps Deliver Coupons and Promotions Launch and Award Sweepstakes Send Recall and Expiration Date Notices PLACE QR CODE ON PRIVATE LABEL PRODUCTS PLACE QR CODE ON SIGNAGE PLACE QR CODE ANYWHERE TO ENGAGE WITH YOUR SHOPPER 12

Section 1: Point of Sale DIGITAL MESSAGING wannaknowmore? About Dairy Nutrition About Dairy Farmers About Animal Care JUST SCAN HERE Quick and easy way to deliver any message to any customer at any time Delicious Dairy Recipes Dairy Academy App 13

Section 1: Point of Sale DIGITAL DAIRY DIGITAL DAIRY CHECKLIST Dairy listed as department choice on website Dairy landing page on website Dairy page on weekly ad Dairy featured pages in June Dairy Is Local message Video of local dairy farm Dairy farm practices Dairy cow care video Dairy nutrition page Dairy featured on recipe page My Plate nutritional information Commitment to fresh dairy 14

DAIRY PRODUCT SHOWCASE By showcasing relevant product and merchandising ideas throughout the store, it will be easier for customers to shop the dairy department and select items that are right for them. 15

Section 2: Dairy Product Showcase SAMPLING STATION 16

Section 2: Dairy Product Showcase CROSS MERCHANDISING INFORMATIONAL SIGNAGE Mix promotional items in merchandisers to offer all the ingredients for a recipe and meal solution. SEGMENTATION SIGNAGE FEATURED PRODUCT MERCHANDISER CROSS MERCHANDISING DISPLAY UNITS CROSS MERCHANDISE WITH NON-REFRIGERATED ITEMS 17

Section 2: Dairy Product Showcase FRESH & LOCAL DAIRY 1818

Section 2: Dairy Product Showcase FUEL YOUR DAY 19

Section 2: Dairy Product Showcase TARGET SPECIFIC NEEDS 2020

Section 2: Dairy Product Showcase SECONDARY PLACEMENT PERMANENT END CAP GRAB-N-GO COOLER HEALTHY CHECKOUT COOLER 2121

Section 2: Dairy Product Showcase VIDEOS AND KIOSKS Feature Recipes and Coupons with interactive kiosk Feature Farm Life videos as well as How-to-Cook videos 2222

Section 2: Dairy Product Showcase FROZEN NOVELTY MACHINES 23

THE BIG SPLASH Creating a Big Splash in the dairy department requires vision, passion and commitment that will resonate with each customer: Create a memorable experience Inspire, Inform and Educate Connect with the local community Connect with local farmers A look to the future 24

Section 3: The Big Splash THE MILK BAR 25

Section 3: The Big Splash THE ICE CREAM PARLOR 26

Section 3: The Big Splash THE DAIRY BARN 27

Section 3: The Big Splash THE FARM STORE 28

Section 3: The Big Splash THE BALL PARK 29

Section 3: The Big Splash THE FUTURE STORE 30

Section 3: The Big Splash THE FUTURE STORE 31

Section 3: The Big Splash THE FUTURE STORE 32

Section 3: The Big Splash DAIRY DESTINATIONS SMOOTHIE BAR KIDDIE MILK DOOR MILK & COOKIE BAR PARFAIT STATION 33

INSPIRE. INFORM. EDUCATE. Refresh your dairy department and create a memorable experience for your shopper. 34