![Maximize back-to-school sales with these 6 ideas from retailers and distributors Maximize back-to-school sales with these 6 ideas from retailers and distributors](https://eu-images.contentstack.com/v3/assets/blt09e5e63517a16184/bltafc06db067aebac6/64cbf83cdb0bcc7a8de33eaa/NewHopeNetwork_Horizontal_RGB.png?width=700&auto=webp&quality=80&disable=upscale)
The first day of school is around the corner, which means parents are getting their shopping lists ready and will soon be in stores, trying to prepare for the hectic schedule that is about to ensue. This opens up an opportunity for natural retailers to not only capitalize on these back-to-school shoppers, but to present themselves as resources to actually make it easier for these customers to plan. If that's done correctly, shoppers—parents and college students, too—will likely leave the store satisfied with the convenience you’ve provided, and also having spent a little more at checkout than they’d planned. Maybe you gave them a good recipe idea they weren’t planning or had the containers on hand that they’ll need to pack their kids’ school lunches in. Here’s a rundown of some of the top ideas that natural retailers, co-ops and distributors around the country had to share.
Single-serve items like yogurt, string cheese and pudding cups will practically sell themselves to many customers. But other parents want the ability to customize the ingredients and portions they serve their kids, so accommodate this group as well: set up a yogurt-filled ice cooler in the granola aisle, for example, or stock bags of baby carrots in the hummus section.
Lisa Madsen of UNFI says the back-to-school season represents the second-biggest opportunity of the year for the supplements category. Because of all the germs kids are going to be exposed to, whether it's in a preschool classroom or college dorm, immunity-building supplements are a huge hit this time of year. Other big items: digestive aids, multivitamins and fish oil. Not least, feature vitamin D supplements, since kids go back to school—seeing a sudden increase in the time spent indoors—at exactly the time that the days start to grow shorter, leaving less opportunity for natural vitamin D exposure in the first place.
Take note of trending ingredients or specialty diets and promote kid-friendly products that feature them. Set up a display of peanut-free nut butters, low-sugar or no-sugar-added jellies, and sprouted or gluten-free breads; or feature near the checkout a basket of on-trend snacks like kale chips, flavored popcorns and even coconut chips. Also be sure to have multi-packs of aseptic milks, both organic whole milk and nondairy alternatives. Ben Friedland, vice president of marketing for Lucky's Market, also points to snackable vegetables. Baby carrots are crucial to include in a healthy back-to-school promotion, but think beyond those: Lucky's pre-cuts vegetables in store and puts out marketing messaging around those, sometimes along with simple recipes that parents can make quickly or with help from the kids.
The GreenStar Co-op in Ithaca, New York, will host—in collaboration with a few partners—a free back-to-school concert on the city's downtown commons. With socially conscious artist Talib Kweli headlining, they’re expecting a serious turnout. “This kind of concert, with an artist students can relate to, positions us clearly in their minds as a conscious business that is on the same side of issues that they are. We will use stage messaging to make that connection and get that point across,” said Joe Romano, GreenStar’s marketing manager. Come up with your own concert—and maybe it won’t involve music at all. Here’s an idea that New Jersey-based Dean's Natural Food Market was considering, although it couldn’t become a reality this year: Open the store early for a special student-focused event. Invite kids to come in their pajamas while you serve juices or fruit—coffee for the parents!—and maybe some coloring books that kids can take home. Get them, and their parents, to feel welcome in your store. Special pricing always helps, too. RJ Aguilar, marketing specialist for Dean's, said they're offering a month-long back-to-school sale that will highlight certain products and set up the store to try to sell everything in the special flyer.
The Seattle-based PCC chain sells a range of lunch bags for preschool and elementary-age kids, including upright-standing Dabbawalla Bags, a line of insulated Bentology bags and stainless steel bento boxes from LunchBots. Aluminum water bottles are also a good idea. UNFI's Nora Cline recommends looking to less obvious categories as well, such as backpacks and even the most typical school supplies. More and more of these products have greener options available, and as kids become more aware of environmental issues, they may show an active interest in recycled paper, for example, or nontoxic crayons and markers.
Promote items that will make the school week more convenient for parents. That can include single-serve oatmeal (or ancient grains cereals) for the mornings, as well as prepared foods or simply pre-chopped vegetables in the frozen aisle. As Friedland said, “It's not just back to school lunch for kids—it's back-to-school meals for families.” That means providing recipes for one-pot meals, bringing key (or easy-to-forget) ingredients to the front of the store, special pricing for menu ideas—or any other steps for making the transition easier on the entire family. Finally, one UNFI expert suggested—sarcastically—focusing on cocktail mixes. It was a joke, but featuring them might not be a bad idea!
Promote items that will make the school week more convenient for parents. That can include single-serve oatmeal (or ancient grains cereals) for the mornings, as well as prepared foods or simply pre-chopped vegetables in the frozen aisle. As Friedland said, “It's not just back to school lunch for kids—it's back-to-school meals for families.” That means providing recipes for one-pot meals, bringing key (or easy-to-forget) ingredients to the front of the store, special pricing for menu ideas—or any other steps for making the transition easier on the entire family. Finally, one UNFI expert suggested—sarcastically—focusing on cocktail mixes. It was a joke, but featuring them might not be a bad idea!
For more on how to help shoppers have a fun, stress-free back-to-school season, check out Delicious Living's Calmful Back-to-School Guide.
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