Asian_Trader_Magazine_1326_October_2017

22 ASIAN TRADER 13 OCTOBER 2017 http://www.asiantrader.biz

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FEATURE

BIG NIGHT IN

Jon Eatly, Wrigley Customer Excellence

Director, gives six simple steps for

retailers to grow confectionery sales

Visibility is key

1

Visibility is key in such an impulsive category so popular

confectionery items should be located just below eye

level, at ‘buy level’, to take advantage of incremental

sales.

2

vailability is crucial so remember to re-stock each A

morning and prior to peak traffic times.

3

Ensure shoppers are aware of the choice and range on

offer by keeping a clear and tidy confectionery display

and merchandising by format and sub-category.

4

Rotate stock regularly so that older stock is sold through

first.

5

Champion new products in store in order to raise sales

and capitalise on early consumer demand.

6

With 37% of retailers picking up unintended items from

an end of aisle display/pallet, make the most of your

display and interrupt the shopper with eye catching

confectionery secondary displays.

frequent ‘top up’ shopping

trips,” Markowski commented.

“With that in mind, the Big

Night In has never been a more

important occasion for

independent retailers to

embrace! For example,

shoppers may be picking

up the final few

ingredients for their

dinner party feast,

popping into their local

independent retailer

for the likes of fresh

fruit and veg.

This occasion can

therefore be an

opportunity for

retailers to encourage

additional purchases

such as a bottle of

Stella Artois to pair

with their food, or

Corona and some

fresh limes.”

Another important trend to

consider is that consumers are

becoming increasingly health-

conscious and moderating their

alcohol intake, Markowski

reminds retailers. Stocking a

range of low and no alcohol beers

will therefore ensure that you’re

catering to all consumers as part

of the Big Night In occasion. 

“We are also seeing the

continued trend of premiumisa-

tion, with consumers looking for

brands with authentic stories to

tell,” Markowski added.

With many consumers

hosting their nearest and

dearest for their Big Night

In, shoppers will often be

willing to pay a little more

for products such as

premium beers.

“Therefore, expanding

your range to include

international brands like

Beck’s, Leffe and

Hoegaarden will prove

popular among shoppers

looking to impress their

guests with a more

distinctive, European

taste.”

Toby Lancaster,

Category and Shopper

Marketing Director at

Heineken, commented: “At

Heineken, we recognise

that category shopping is

mostly driven by occasion, so

we need to help retailers

ensure they are responding to

these occasions. A Big Night In is

any time when a consumer is

looking to stay at home and treat

themselves, whether they are

having friends over or spending

the night with their partner,

enjoying a meal or watching the

big match.” 

Retailers need to consider

this occasion-based buying

when developing their range and

merchandise their store to

appeal to shoppers buying for

different occasions, Lancaster

suggests.

“Premiumisation has been on

everyone’s lips for a while now

and encompasses all categories

with no exception for beer

and cider,” Lancaster added.

“For instance, in the

beer category, we’ve seen

premium lager reporting a

10% growth in value from

this time last year, so it is

imperative that retailers

have a good selection in

their chiller1 to cater for

those shoppers who want

to treat themselves or

simply want to try

something different.”

By running promo-

tions across categories,

such as beer and cider

with snacks, retailers can

inspire shoppers who are

simply popping in to pick

up some additional items

to treat themselves to truly

enjoy their evening at home,

Lancaster believes.

“We have also seen a

growing trend to purchase beer

and cider for rewarding

moments, meaning that there

is a huge opportunity for

retailers to inspire their

shoppers to trade up and treat

themselves with speciality

beers and ciders, such as

Maltsmiths IPA and

Pilsner or Old Mout

Ciders, to savour and

explore,” said Lancaster.

“This is supported by

figures showing that world

beer, craft beer and

flavoured cider

continue to grow and

are now worth £119m.

In addition, buying for

a treat is more likely to

be an unplanned and

premium purchase,

with shoppers looking

to reward themselves

with a quality beer or

cider in the company of

friends and family after a

busy day.”

Another opportunity

that retailers should consider is

the increasing importance of

alcohol with food, Lancaster

suggests.

Shoppers heading in-store to

grab dinner on their way home

may well be tempted to buy a

beer or cider to go with their

food.

In fact, 43% of large single

bottles are purchased to

accompany a meal, so stocking

these alongside chilled meal

solutions or running a promo-

tion across these categories, such

as beer and pizza with Birra

Moretti, can help drive addi-

tional sales in store.

Faith Holland, Head of

Category and Insights at

Diageo, says retailers can

maximise spirits purchased

in their store by stocking

the right range, in an

‘easy to shop’ layout, and

offering price marked

packs to reassure

shoppers they are

getting a fair value.

“To further maxim-

ise profits, retailers

should position

appropriate mixers

and accompaniments

nearby, or as part of a

promotional area,”

said Holland. “Con-

sider positioning tonic water or

limes nearby to spark interest

from your shoppers, by taking a

lot of the leg-work out for

shoppers retailers can encourage

cross-category purchases.”