16 ASIAN TRADER 13 OCTOBER 2017 http://www.asiantrader.biz
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BIG NIGHT INMake sure pos material is
colourful and displayed so that
customers can see it, Widdow-
son advises.
Multi-buys and cross-catego-
ry merchandising are highly
recommended, as 46% of
shoppers say promotions would
influence them to buy from a
c-store. “Make sure you’ve got
something for everyone and
tailor your communications- think deals targeting men,
couples, groups of friends, ‘treat
for myself ’ offers and family
promotions,” added Widdowson.
Creating in-store theatre is
highly recommended, with a
special Big Night In fixture a
great way to build excitement.
Retailer view
Retailers are also advised to
shout about their offers, flagging
them up through signage instore
and using social media such as
Twitter and Facebook to tell
people what’s on offer. Offering
entry into a prize draw for people
who like, share and comment on
posts can really spread the word
and bring customers in.
Retailer Gurch Singh of Wells
Street Corner Premier,
Scunthorpe commented: “I had
doubts that Partners for Growth
would have much effect on
household sales in my store.
However, it turned out to be a
great tool to increase sales
effortlessly, and make it easier
for shoppers. Best of all, my sales
in that category were up 18%. In
this challenging time, that’s
almost magical!”
Fellow trader and mentoring
competition winner Babar Sarrispurchase sharing bags is the
family movie night in.
This is an enjoyable occasion
at home with family where the
product is consumed by all
family members, on the sofa for
their favourite movie or an
unmissable TV show. The
shopper is typically a parent
looking for the security of
favourite brands that the whole
family can enjoy together.
Popcorn resonates well here,
it has a nostalgia factor and it is
great for sharing.
Thirdly, the “enjoy a treat”
occasion is a relaxing and
indulging moment at home,
perhaps with a glass of wine,added: “Partners for Growth
recommended I concentrate on
the best sellers in the household
category, so I took out the old
stock that had been sitting
gathering dust and not making
money for me.
“Instead, I stocked the best
sellers according to Partners for
Growth and merchandised the
fixture in line with their
recommended layout. Within
four weeks, I saw a 10% increase
in sales from the category and
what’s more, I no longer have
stock sitting on the shelf
gathering dust.”Consumer trends
Savoury snacks were consumed
on more than 3.5 billion
occasions last year, with sharing
bags making up nearly 20% of all
consumption occasions,
according to Kantar.
Growth in sharing bags of
+6.5% value in the impulse
channel (Nielsen data) has
ultimately been driven by
shoppers picking up more packs,
on a more regular basis, with
frequency increasing in conveni-
ence by 6.1%.
Shoppers are consuming
sharing bags for different
reasons. One in seven beer, wine
and spirits (BWS) purchases are
bought with a sharing pack in
convenience, PepsiCo Conveni-
ence Research reveals.
Key to the growth in con-
sumption of sharing bags is the
Big Night In occasion which is
worth £8.9bn annually in the
UK according to PepsiCo
research.Pierre Jackson, Category
Insights Controller PepsiCo, told
Asian Trader people tend to
purchase sharing bags for one of
three reasons, the first being
social get-togethers.
These are typically shared by
people when they catch up,
celebrate a special occasion or
just to have fun with friends
either during the week or at the
weekend. The shopper tends to
be spontaneous in store, looking
for a treat. Tortilla Chips and dips
are popular as they allow people
to share and connect easily.
The second reason toPierre Jackson, Category Insights Controller
PepsiCo, on maximising the Big
Night in opportunity
Cross merchandising
“Social get-togethers” tend to be shopped on impulse. In
addition, there are clear connections with other
categories, such as BWS & soft drinks.
Look for options to site crisps and snacks close to
relevant adjacent categories to provide an easier
shopping experience and increase basket size as
shoppers choose products to enhance their big night in.Shoppers are also three to six times more likely to engage
with gondola ends at the front of store, versus the rear.Take advantage of seasonal occasions, good weather and
sporting events to make the most of the space in store.
For the planned shopper, ensure the main fixture is clearly
signposted and that similar types of product and brand
are blocked together to ensure they can find what they
need.