SLR p22-31 Awards Jun09.qxp 01/06/2009 10:21 Page 22
inside business
MASTERPLAN FOR PROFIT 2009
MT83MT76MT82MT65MT87MT65MT82MT68MT83MT50MT48MT48MT57
SCOTTISH LOCAL RETAILER OF THE YEAR
Masterplan For Profit 2009
As sponsor of the overall Scottish Local Retailer of the Year Award, P&G operates the
innovative ShelfHelp programme. Trade communications manager Paul Lettice
explains how this can help you drive your business forward in today’s difficult market.
In this issue of SLR, we
increase your sales by 39% can lead to confusion and lost
offer you the latest, most
according to in-store research sales. Make it easy for the shop-
comprehensive category
E
ven in an economic down-
turn, people will always
need products from their carried out by Scottish Local per to find what they want.
management advice
nearest convenience store. Retailer in five stores in August
available for the top
Customers will continue to 2008 and by Retail Express in 2. KEEP YOUR SHELVES
categories in Scottish local
spend on brands they know and two stores in December 2008. FULLY STOCKED
retailing outlets from some
trust, but value for money will Detailed retailer research and Shoppers want product availabil-
of the top names in the
become a bigger influence. So shopper insight has helped ity above all else. If a product is
business. Everything you
there has never been a more develop ShelfHelp. unavailable, some shoppers may
need to make sure you are
important time to stock the right We all know that your switch to an alternative product
giving yourself the best
brands and formats. customers want to do their shop- but in the long term shoppers
chance possible to
Do this and your store will ping in the minimum amount of may lose patience and shop else-
optimise your returns.
continue to drive a convenience time – so to help them achieve where.
channel worth over £27bn, which that, we recommend you follow
has grown 5.1% since 2007 [IGD these three golden rules: 3. SHELF EDGE LABELS
Convenience Outlook May Clear product details and pricing
2008]. 1. RANGE CLARITY are important to sales. Ensure
Procter & Gamble’s ShelfHelp A good product range ensures shelf edge labels are up to date
initiative provides all the back- that lost sales and out of stocks and under the relevant product
ground on the best selling brands are minimised. Too much range on fixture.
and formats and how to display
them.
The babycare category is worth
Following this advice could
a massive £1.3bn in the UK.*
The laundry category is worth an
In convenience, the average babycare shopper will visit their local store
incredible £1.3bn in the UK*
4.2 times per week and spend £8.19 per trip, making their weekly
spend £34.40.**
In convenience,
the average
laundry shopper
will visit their
local store 4.2
times per week
and spend £7.26
per trip, making
their weekly
spend £30.49.
*[AC Nielsen P52 w/e 22 Nov 2008 & GB Datamonitor 2008]
*[AC Nielsen P52 w/e 29 Nov 2008]
**[HIM CTP 2008]
22 l SCOTTISH LOCAL RETAILER l JUNE 2009 WWW.55NORTH.COM
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