Moving beyond a brand’s backyard is a big step and requires an understanding of regional retailers and how each can respectively support their products in different parts of the country. Southern California has Erewhon, Texas has H-E-B, and in the Carolinas, they have Lowes Foods.
In this video from BevNET Live Summer 2024, Lowes Foods SVP of merchandising Glenn Figenholtz walks through the chain’s experiential approach to grocery shopping that includes bells, beer dens and the Chicken Dance. He also shares how brands can best take advantage of Lowes’ services, from sampling events like “TryDay Nights” to new brand showcases and partnership opportunities.
“We train our team in selling,” Figenholtz said. “It’s not just about feeding the masses, this is an opportunity to sell product, engage guests and give them a great experience to try new things.”