Retail - point of sale

Seafood and aquaculture products are widely available and can be bought by Australians at a wide range of outlets around the country, from small local businesses, to fish markets, right up to the large scale supermarkets.

These outlets provide a valuable opportunity to communicate directly with the people buying the fish – the consumer. Having an interested audience at the point of sale is a valuable opportunity to promote and inform about the product. But is the seafood and aquaculture industry making the most of this opportunity?

What do we mean when we talk about Retail - point of sale?

By this we mean the point where the consumer finalises the purchase of a product (fresh or packaged fish). This is a valuable opportunity to provide information and engage the customer further on the product.

Considerations discussed

Given the point of sale offers such a valuable opportunity to engage with consumers, is it worth considering whether there are more opportunities that could be taken to benefit the industry in this area?

Could a marketing initiative at the point of sale assist the industry to:

  • Better inform consumers about the product and encourage them to purchase more in the future?
  • Educate consumers on the industry's sustainable practices, including management accreditation practices?

What sort of marketing initiatives could be used?

  • Recipe cards
  • Posters, giveaway materials
  • Competitions directed to website


These were some of the comments that emerged during the consultation:

Len Stephens
Submitted by Len Stephens on Fri, 2014-11-14 16:32
Seafood retailing marketing is the highest priority because it interacts with the consumer, to stimulate their interest & purchases.
Sam Gordon
Submitted by Sam Gordon on Sat, 2014-11-15 16:42
What examples are there of working in this sector that are not already covered by the other categories? ie. Quality, Promotion, Education
Jason Rengger
Submitted by Jason Rengger on Mon, 2014-11-17 17:10
Does this include all points of purchase ie. Foodservice?
Brett McCallum
Submitted by Brett McCallum on Mon, 2014-11-17 17:12
All points of sale are critical, especially food service. And to make education material available at the direct consumer point more effective
Katherine Winchester
Submitted by Katherine Winchester on Mon, 2014-11-17 17:14
I agree, and this would give opportunity to look broader for funding sources beyond the producer/harvester