Challenging the traditional wisdom on pricing and promotion — Circana's Jonna Parker

We're delighted to welcome back as our guest this week Jonna Parker, the fresh foods team lead at Circana, formerly known as IRI. Jonna specializes in analyzing sales data, consumer trends and other sources of information to find and explore opportunities for fresh foods, including (of course) fresh produce. In this episode, Jonna and The Produce Retail Podcast host Ashley Nickle discuss the conventional promotional cadence and how that pattern sometimes works against traditional grocers when it comes to seasonal items. Jonna offers a different perspective on when and how it makes sense to use price and promotion to drive sales. She also discusses a metric called dollar trade efficiency, which reveals what percentage of sales for an item being promoted were truly incremental. Jonna and Ashley also talk about how to retrain consumers who have learned to only buy certain items on promotion. In addition, Jonna covers how stores can leverage produce to win more trips. She also addresses consumer perceptions that the cost of food is still too high, despite inflation having fallen. Enjoy! For more episodes featuring marketing and merchandising perspective, check out this curated playlist for plenty of thought-provoking discussion.  More Playlists Executive Perspective Leadership & Training Produce Manager Perspective Podcast Background This podcast is designed to cover all things produce retail: strategy, partnerships, planning, training, leadership, communication, merchandising and beyond. Scroll through our episodes list to find conversations with vice presidents and directors of produce, merchandisers, produce managers, retail dietitians and more. Get Involved The Produce Retail Podcast is hosted by Ashley Nickle, a former trade journalist turned consultant. Have an idea for a topic or a guest? Give her a shout on LinkedIn. See omnystudio.com/listener for privacy information.