Fresh Produce

Driscoll’s Mobile Application Supports Supermarket Staff

By Steve Wynne-Jones
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Driscoll’s Mobile Application Supports Supermarket Staff

With the launch of the first retailer mobile application in DEMEA markets, the category development team at Driscoll’s found a new and unique way to directly connect with in-store supermarket personnel.

This unique Driscoll’s app guides fresh produce staff through a five-step 'Fix the Basics' programme, in which tips and tricks are provided to enable staff to present berries in a successful way, and therefore unlock higher berry sales.

In addition, stores can compete with each other by uploading best practices and earning a position in the 'star ranking'.

Driscoll’s introduced the mobile application last February, during Fruit Logistica. Danish retailer Dansk Supermarked is the first retailer to use the tool currently.

Category Growth

The berry category is driving total packed fruit category growth in the retail sector, which raises the question as to how the operators can grow this category even more. To help retailers with this important question, Driscoll's has developed this unique application.


The application shows which basic elements can be implemented in-store to assist retailers with driving additional berry sales. With just five steps, retailers are able to give the berry category the right attention on the floor and able to further expand and grow the berry category.

“We noticed that a direct connection with the in-store staff is needed, in order to provide education about perfect and excellent execution of the berry presentation," says Rutger Mutsaerts, Trade Analyst & Category Development Specialist.

"That is why we started to look for a fun and engaging way to share insights on cooler positioning, shelf presentation and second placements. This resulted in the development of a special retailer app, which allows us to interact with stores. Participants can ask for advice of our Driscoll’s experts and we can send out push messaging about upcoming events and campaigns."

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