SLR p16 him Jun09.qxp 29/05/2009 17:15 Page 16
inside business
HIM
Set your sales alight
With summer just around the corner and the sun set to shine, is your business ready
to cash in on the BBQ season, asks him!’s Georgina Wild?
W
ith 13% of the UK adult population
saying that they will be staying at
home more in the next 12 months
to entertain friends and family (source: him!’s
recession study), are you ready to capitalise on
the summer BBQ opportunity?
To create an event out of BBQ season to
drive footfall to your store, it is important to
make sure your shop is seen a destination for
that impromptu BBQ?
ESSENTIAL INGREDIENTS
Offer special BBQ value packs (12 sausages or
beef burgers?) by teaming up with a local
butcher. Local produce is becoming ever more
important to customers. And team up with a
local baker to offer BBQ packs of buns and
baps for the burgers to offer even better value
to your customers.
Create theatre and fun in-store with
sampling of sausages or burgers which you
sell. Perhaps offer a promotion where
customers buy the packs of sausages or burg- a footfall driver, or offer disposable BBQs,
ers and get the buns free. paper plates, napkins and so on.
Some 37% of off licence shoppers (Source: It is important to merchandise your offer
him!’s SOLTrack 2009) say that they are more with everything for the perfect BBQ together
likely to visit their off licence to stock up for in one destination or zone in store with clear
summer activities. So ensuring good availabil- signage to direct customers – see the photos
ity of key lines of chilled lager, cider, rosé and attached from a David Sands store for an idea
white wine is vital – and it must be chilled as of how it can be done.
the majority of customers will consumer their And don’t forget to communicate your offer
purchase within the next hour. to your customers and the local catchment.
And don’t forget the ice as this is a very You can use either through the use of leaflets
high margin category which will fly off the delivered to your local catchment (24% of
shelves in summer, but availability again is those customers who receive leaflets say that
crucial if you are not to disappoint customers. they read leaflets all the time and 34% would
Availability is most important factor for a c- like to know about the range of products on
store customer. offer) or external signage to remind
And what about the other essential BBQ customers that your shop is the place to go if
accessories such as charcoal or fire lighters? they are thinking of having a BBQ.
Or perhaps offer a free gas refill with every Remember, 44% of convenience store
purchase over £10 on BBQ products to create customers feel that their local store does not
integrate into the
local community so
why not be the first
to have a BBQ to
raise money for
local charity or
school. Provides
fantastic relations
with the local
community while
build awareness of
your range of prod-
ucts in store.
16 l SCOTTISH LOCAL RETAILER l JUNE 2009 WWW.55NORTH.COM
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