SLR p22-31 Awards Jun09.qxp 01/06/2009 10:23 Page 28
inside business
MASTERPLAN FOR PROFIT 2009
MT83MT76MT82MT65MT87MT65MT82MT68MT83MT50MT48MT48MT57
MILK
On the hour, every hour
checks key to success
Milk is a category where availability is clearly absolutely critical to maximising sales so
regular, on the hour, every hour checks to rotate and replenish the milk fixture are of
primary importance, says Robert Wiseman Dairies.
A
vailability, availability, not be missed by not providing treat bread and milk in the same
availability. When it availability particularly after way as other categories in terms
comes to milk merchan- 3pm! [Source: Consumer of theatre, excitement, attention
dising in any store, the most Tracking Programme] and management – too often we
important thing any retailer can hear that “milk is milk” and
get right is ensuring that there’s JEWEL IN THE CROWN “bread is bread” – nothing could
product on the shelves through- The Convenience Tracking be further from the truth: both
out the day – from the second the Programme also highlights milk categories are amongst the jewels
store opens to the second it and bread as the “jewels in retail- in retailers’ crowns.”
closes. ers’ crowns”.
One statistic to consider when It continues: “As the recession
looking at availability is that most takes hold, more and more shop-
milk is sold after 3pm so it is crit- pers are choosing to shop locally,
ical that this is taken into consid- which is great news for indepen-
eration when reviewing ordering. dent retailers and chains of c-
Ensuring the fixture is clean stores. However, this raises
and the product is refrigerated expectations in the minds of
properly will guarantee the qual- consumers – they won’t tolerate
ity of the product. Finally, the out of stocks...particularly in
visual impact of the fixture: staple products like milk and
making it visible from the door of bread.
the store and ensuring the most So a bread and milk avail-
popular variants ie. 2litre semi- ability guarantee provides:
skimmed are at eye level will help la commitment to shoppers
boost sales. la heads up to the store staff
lgreat sales opportunities
SOME TOP TIPS: for suppliers of all cate-
lAllow milk to be visible from gories – the more shoppers
the door coming in for milk and
lOn the hour, every hour checks bread, the greater the sales
of the milk fixture opportunities of other
l Regular thorough products.
clean of the fixture
l Review of your Our research shows that
customer base sales penetrations of both
to build the categories are higher where
range of prod- shoppers can see the product
ucts and size as they walk through the
variants around door.
demand Retailers want to make
l Availability is sure they are communicat-
everything – ing their bread and milk
milk is a major availability within their local
driver of footfall communities – leaflets are
so the opportu- the best form of local adver-
nities it tising.
provides must It is important that retailers
28 l SCOTTISH LOCAL RETAILER l JUNE 2009 WWW.55NORTH.COM
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