Redesigning Retail Dairy Cases Creates Positive Shopping Experience, Increases Sales

Author: Administrator | February 28, 2020

Redesigning Retail Dairy Cases Creates Positive Shopping Experience, Increases Sales

Photo caption: ADA North East Director of Retail Marketing and Insights John Chrisman (left) and Shop ‘n Save dairy case manager Ryan DiPietropolo (right) discuss the strategic placement of the new Dairy Aisle Reinvention signage to draw customers to the dairy case at the store in Heidelberg, Pa.

The dairy aisle in the Shop ‘n Save in Heidelberg, Pa., got a makeover this week as part of ADA North East’s Dairy Aisle Reinvention (DAR) program. Designed to provide a positive shopping experience for consumers which means they’ll stay longer and spend more on real dairy. DAR provides retailers with new merchandising techniques, customized signage, nutrition information, and a farm-to-table campaign highlighting local dairy families. Based on previous research after DAR installations, dairy case managers have reported up to 3-6 percent increases in dairy sales.

The market leader for sales among the entire Shop ‘n Save chain, the Heidelberg store received two decals for each of the 48 dairy case doors to help shoppers more easily identify the real dairy products in each case. In addition, 18 four-foot long signs where hung above the case to draw customers’ attention.

Two signs featured local dairy farm families – the Sturgeon family of Fombell, Pa., and the Kind family of Slippery Rock, Pa., who ship their milk to United Dairy and Schneider’s Dairy, respectively. The “Choose PA Dairy” signage was also included to show shoppers they’re getting a locally produced product and putting a face to the people who are producing their food.

These installations were funded in part through a $100,000 Pennsylvania Dairy Investment Program Grant that ADA North East received from the Pennsylvania Department of Agriculture. 

Before Signage

After Signage


About American Dairy Association North East

American Dairy Association North East (ADA North East) is the dairy farmer-funded organization funded by participating dairy farmer’s checkoff investment to build demand and sales for milk and dairy foods throughout the local region. Representing more than 10,000 dairy farm families in Delaware, Maryland, New Jersey, New York, Pennsylvania and northern Virginia, ADA North East develops and implements local programs to drive milk and dairy sales at retail outlets and in schools. The organization also conducts consumer education about dairy through events, traditional and social media, and in collaboration with health professionals through National Dairy Council®. ADA North East works closely with Dairy Management Inc.™, the national dairy checkoff organization, to support nutrition research, national partnerships and developing export markets for dairy to bring a fully integrated promotion program to the region. For more information, visit or call our Main Office at 315-472-9143.