Seattle's Best Launches First Display

Seattle -- With its first-ever supermarket display, Seattle's Best Coffee plans to generate co-promotions and reach Safeway shoppers in the bakery and deli departments. Seattle's Best recently struck a deal with Safeway stores to shelve 18 different SKUs of its Seattle's Best coffee and also place a wooden floorstand in all 1,549 Safeway stores. The floorstands shipped last month."It's the first time we'll have a permanent secondary display within the store, with a major chain partner," says Charlie Severn, wholesale marketing manager for Seattle's Best. There are 186 Seattle's Best franchises but the brand is also sold in supermarkets, restaurants, universities and hotels. The Safeway deal is "one of our top partnerships," he says. Seattle's Best Coffee is a subsidiary of AFC Enterprises, Atlanta.The goal of the display is to hit consumers when they're shopping for other breakfast items, Severn says. The display was built for the bakery and deli, but Severn notes that placement is up to the store manager's discretion. The freestanding display is made with rich woods and a metal finish that is consistent with the Seattle's Best brand and stores. "We wanted a fixture that was easy to shop for the consumer, that helped express the brand to the consumer in a section of the store where they might not have experienced coffee before. And we wanted the look and feel of it to come across as high quality and premium," he says."The display was also built so it could handle some point-of-sale material generated with cross-promotional partners," Severn continues. "We'll be putting together a calendar of co-promotions that cross-merchandise our coffee with partners within the breakfast and dessert categories. We're still finalizing that. We designed it so we could feature the partner."Universal Custom Display, Sacramento, Calif., produced the display and worked with Seattle's Best on its store fixtures. "We do a lot of design work for grocery stores with our bulk fixtures, so we used our manufacturer of those to develop this secondary display," Severn says. "In accordance with Safeway's design standards and requirements, we developed some design alternatives and then received their approval and ended up with a design concept both companies feel good about."The display holds 72 packages of Seattle's Best coffee and is 46 inches high and 2 feet wide. Safeway's merchandising division sets up the display and restocks it."The emergence of specialty coffee is becoming more important to the grocer," Severn says. "This was a natural way to extend the opportunity to the consumer, by not only putting it down the aisle, but by making it more convenient for them to purchase when they're purchasing other items for breakfast like bakery items."

Seattle's Best Launches First Display

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