Avocado retail education 2024 (AV23007)

Completed project

Publication date: November 28, 2024

Delivery Partner: Direct 2 C

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What was it all about?

This project addressed the barriers to consumers purchasing Australian avocados, including concerns over poor quality (ripeness at time of purchase, goes off too quickly, poor quality, bruises early) and limited knowledge among retail staff about varietal attributes, correct handling, storage, ripening, and display of avocados in-store.

Challenge

Previous research (projects AV22006, AV15010, AV12013, AV15011, AV19003) identified critical gaps in retail staff knowledge and practices regarding different avocado varieties (Hass and Shepard), stock and quality management, and in-store merchandising. These gaps negatively impact consumer purchasing experiences and product quality perception.

Response

To overcome these challenges, the project implemented the following initiatives:

Merchansider deployment
- Merchandisers were deployed across 800 Coles and Woolworths stores over three months (March-June 2024) to conduct surveys on retail staff and shoppers, undertake audits of avocado fixtures and storage, and train retail staff on best practices.
- Each store was visited a minimum of seven times.
Training and education
- 7,346 retail staff training sessions were conducted focusing on best practices in handling, storage, and merchandising.
- A back-of-house poster outlining correct handling and storage procedures was distributed to all participating stores.
- Merchandisers were trained through informational videos, training material, and an e-learning platform: Australian Avocados - Retail Education 2024 - Overview | Rise 360
Data collection and audits:
- Conducted 6,113 merchandising and handling audits.
- Surveyed 7,346 retail staff and 5,694 shoppers in-store to evaluate practices, knowledge, and consumer preference.

Benefit

The project successfully improved the in-store avocado experience for both consumers and retail staff:

Over 6,000 avocado displays were improved over the course of the project.
79.6 per cent of Hass displays and 84 per cent of Shepard displays were rated as good by merchandisers.
55.7 per cent of retail staff surveyed could differentiate between Hass and Shepard avocados.
48.5 per cent of staff reported understanding how to test avocados for ripeness accurately.

Overall, improved avocado handling and displays will increase consumer demand and purchase intent, enhancing satisfaction and driving repeat purchases.