50th Annual IAICDV Convention

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50th Annual Convention Workshop: Dana Krug

Wednesday, November 13, 11:00 AM - 12:00 PM, Melrose 4

Break Out of the Freezer Bank: Driving Ice Cream Sales through Distributed In-Store Placement

Despite the many ways that consumer buying habits have changed, the impulse buy remains a tried and true sales tactic. A recent consumer survey of 1,000+ U.S. shoppers conducted by Phononic found that a whopping 67 percent of consumers still purchase groceries on impulse in-store. In fact, many shoppers reported making impulse food and beverage purchases as often as 5 times per month! However, frozen foods have long been prevented from enjoying these crucial sales opportunities, such as those commonly made at the register.

During his presentation, Dana Krug will explain why it is imperative for ice cream brands to bring the category to the customer if they want to distinguish themselves and garner the attention of today’s busy, convenience-seeking consumer. He will detail how new innovations in freezer technology are helping to achieve this by unchaining ice cream from back-of-the-store freezer banks and enabling it to be placed in high-margin locations, such as the point of sale.

Attendees will leave with an understanding of:

  • How solid-state cooling compares to legacy compressor-based cooling
  • The challenges impacting frozen foods at the back of the store
  • How consumer shopping habits are changing and why this should matter to ice cream brands
  • How major brands, like Unilever and Coolhaus, are capitalizing on distributed placement opportunities, including those at the point-of-sale and mid-aisle

Dana Krug - Vice President and General Manager, Food and Beverage, Phononic

Dana Krug is the Vice President and General Manager of the Food and Beverage Division at Phononic, a company that is using semiconductor chips to deliver sustainable and versatile cooling solutions across industries. Under Dana’s leadership, the Food and Beverage division at Phononic has reached critical milestones, including new partnerships with Pepsi Bottling Ventures (Pepsi’s #1 NA distributor) and Unilever to deploy merchandising refrigerators and freezers in market. Dana also oversaw a new product launch in 2019, which has resulted in numerous trial agreements deploying Phononic’s technology in retail/c-store/grocery/arena settings. He has been instrumental in the company’s flagship product development, which drives more ROI at point-of-sale for major retailers.

Dana is a senior sales, marketing and business development leader, successful in leading startups to $2B plus organizations domestically and internationally in areas of The Internet of Things (IIoT), technology, retail, CPG, and telecommunications. Prior to his position at Phononic, Dana served as a Vice President at both Elecsys Corporation and Redbox, and then led Outerwall’s sales division once Redbox was acquired. During his tenure at Redbox, Dana was accountable for developing and executing the sales strategy to increase revenue and profit and to find new profitable channels of distribution. He has in-depth experience with the impact of in-store retail and grocery layouts due to his tenure at Redbox, and the team he led successfully increased sales from $300M in 2008 to over $1B in 2010. This included contracts with Kroger, 7-11 and CVS worth over $340M annually while successfully merging the sale teams of two companies.

Find out more about Phononic and Dana's work.