To start, Monica visited stores in Texas and Phoenix, Ariz., to look at their floor plans and how the Hispanic products were shelved. “It was a matter of rearranging the grocery department, drawing attention to the Hispanic items. And we put items that have a bit more of a higher margin toward the front of the store where more people see them,” she says.
The initiative started in February 2019. “After the transition had taken place, customers found it easier to shop,” says Monica. “Before, the tortillas were off in one aisle with the bread and buns. The salsas were in another aisle with the canned vegetables. Now, they’re located in one main aisle.”
Monica has taken this kind of stocking beyond just Hispanic items to present a variety of meal solutions, arranging products so that customers can pick up what they need for an entire meal in a single aisle, with themes depending on the season. “It just has a better food flow,” she says.
“It was kind of the same thing,” she says. “You had salad dressing in one aisle, canned vegetables in another, sauces somewhere else. Now those things are located in one central aisle, so it makes sense if you just want to put together a quick meal. You don’t have to walk around searching for everything.”
The efforts so far have increased sales and made the store more user-friendly for customers. Monica has even begun teaching other stores her techniques for winning Hispanic customers.
And that feeling of losing out on sales that should be yours? Monica doesn’t have that anymore.