SLR p18-19 wrigley project Jun09.qxp 01/06/2009 12:43 Page 18
inside business
WRIGLEY PROJECT
IT PAYS TO DISPLAY…
As part of SLR’s unique project with gum and sugar confectionery expert Wrigley, this
month we see independent Spar retailer Pete Cheema take delivery of a purpose-built
set of display units to make better use of the tillpoint space in Pete’s Stirling store.
Antony Begley explains the situation.
It goes without saying that one of the most important factors in driving sales of gum is how you
display the range you have available. This can cover everything from where you display your gum
products – ideally next to the tillpoints – to what the merchandising unit itself looks like.
In this month’s instalment of SLR’s on-going project with gum and sugar confectionery expert
Wrigley we will be tackling one of the more quirky problems in local retailing.
If you work in or have ever visited a Spar store in Scotland, you may already be aware of the fact
that the standard Spar interior has not been optimised for gum sales. Although Wrigley has an 86.3%
share of the gum category [AC Nielsen 27.12.08], the Spar display units designed to hold gum by the
tillpoints are not built around standard Wrigley pack and outer formats.
What this means is that the packs and outers don’t fit in neatly, gaps are created, the fixture can look
untidy and it can be more difficult to maintain availability and a good range, which is not ideal given
the profit opportunity the gum category offers.
Wrigley trade marketing manager Paul Whittaker
comments: “Spar stores typically tend to look
fantastic and have been really well designed
around the needs of their customers. As the UK’s
leading gum manufacturer, however, we’ve
always been curious as to what would happen in
a store with units optimised around our
products.”
Step forward SLR and, in this case, independent
Wrigley trade marketing manager Paul
Spar retailer and former SGF president Pete
Whittaker puts the final touches to one
Cheema.
of the three custom-built units.
A far-sighted retailer who always has an eye for a
new business opportunity, Pete was instantly
interested in offering his busy Stirling store as a test-bed for just such an optimised gum unit – or
three gum units in fact, as it turned out.
For this case study, Paul Whittaker visited Pete’s store and had the three standard Spar tillpoint units
measured. He then commissioned a special manufacturing firm to build three bespoke, made to
measure units to replace the three standard Spar units.
Cleverly, Paul specified materials that would make the units look exactly like they were standard
Spar’s units, but would be designed in such a way as to make best possible use of the space
available and allow Pete to optimise his ranging and merchandising at the key tillpoint areas.
The units were duly designed and Pete was offered three different designs. His chosen option was
then built to specification and fitted just a couple of weeks ago.
PRODUCT GIVEAWAY: Complete your Wrigley range with 5!
SLR and Wrigley are offering five lucky readers the chance to win a share of £150 worth of Wrigley product. The prize will consist of the recently
launched 5 chewing gum brand which is the category’s first premium brand and available nationwide now!
The new range is available in three flavours: Cobalt – Cooling Peppermint; Electro – Tingling Spearmint and Pulse – Crisp Tropical. The range comes
complete with stylish embossed black gloss packaging and sharp eye catching bursts of colour. The new premium range is set to add real
excitement to the chewing gum category and to retailer till points across the UK.
5 has an RRP of 97p; each pack containing 12 sticks individually wrapped in matching brightly coloured foil
wrappers, to ensure freshness of product. The range is set to appeal to high energy
social consumers who look for cool, edgy products to match their stylish
lifestyle.
For your chance to win the latest Wrigley product simply send
your name, store name and address and daytime contact number
on a postcard or by email to: Wrigley Offer, Scottish Local Retailer,
19 Waterloo St, Glasgow, G2 6AY Closing date for entries in June 26.
18 l SCOTTISH LOCAL RETAILER l JUNE 2009 WWW.55NORTH.COM
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