SLR p22-31 Awards Jun09.qxp 01/06/2009 10:24 Page 31
inside business
MASTERPLAN FOR PROFIT 2009
MT83MT76MT82MT65MT87MT65MT82MT68MT83MT50MT48MT48MT57
SOFT DRINKS
Back to basics will pay
dividends in soft drinks
With a hot summer around the corner (hopefully!) and the soft drinks market
performing well already, getting the category right this year is nothing short of critical
for the financial health of your store, says Coca-Cola Enterprises.
S
oft drinks is an important Ambient Take Home category data such as AC and is proven to improve sales.
category in c-stores and 37% of all Soft Drinks shoppers Nielsen) can combat lost sales Signage should be clear and
getting the category to c-stores are on a top up through out of stocks. Space to not cluttered most importantly in
management basics right can mission – a good range of take Sales provides a larger block on the right place.
significantly improve profits. home soft drinks is therefore the shelf /within the cooler of the
It’s worth looking at the facts needed [HIM 2008] products which are most relevant PRICING AND PROMOS
from TNS World Panel 22.03.09: With Food to the consumer – the best sell- lEnsure everyday pricing is
l99.3% of households buy soft 50% of Soft Drink shoppers to c- ers. This makes planned always clearly visible
drinks stores are looking for Food to Go purchase as easy as possible. lPromote chilled availability
lScottish shoppers have – Interaction increases when soft The space given to each sector opposed to price
smaller, more frequent shop- drinks are placed next in flow to should be in line with the average lLink sales to complementary
ping trips than other GB sandwiches [FOS] value/volume category share and categories
regions Cross Category Opportunities rate of sale for brand/flavours lTargeted promotions/events in
lThe average Scottish shopper 27% of Soft Drinks baskets also share & pack size share. It can line with the key seasonal cate-
purchases Soft Drinks 63.5 contain confectionery (18%), increase slightly if the sector is gory peaks such as Summer
times per year crisps and snacks (16%), Bread, growing or decrease slightly if and Christmas
• 50.7 times in the rest of GB. Cakes & biscuits (15%), Ciga- the sector is in decline. Space
lScotland consumers spend rettes (14%). [HIM 2008] therefore reflects the sectors’ Ensure NPD is promoted as it is
52% more on sparkling soft Macro Space growth trends. particularly important, especially
drinks than GB Soft Drinks represent 6-8% of around Energy & Teen drinks.
• Scotland £76 average spend value sales in a typical corner MERCHANDISING Ideally develop hot spots in-store
per year shop – therefore allocate 6-8% of Shoppers use c-stores for a vari- to showcase NPD.
• GB £50 average spend per macro space of Soft Drinks. ety of needs in all categories…..
year lSegment chillers and
AVAILABILITY fixtures by sector and pack
RANGE, AVAILABILITY & Availability can be real or size
SPACE perceived by the customer. lUse relevant equipment
Availability is key in independent How many times would you and POS
stores. try to buy a product and fail lBlock by sector, vertical
lHave a concise core range – before you stopped using a store? blocking by flavours and
ensure this range is always in horizontal blocking by
stock TOP SELLING IC SKUS IN pack size
lHave a chilled and ambient IMPULSE SCOTLAND lUse Beacon Brands to
offering How do you decide how much sign-post the Category
lOffer breadth of choice, not space to allocate each sector and and Sectors
depth brand? The most efficient use of
lKeep up with the latest NPD space can: COMMUNICATION
lProtect availability on key sell- lEnsure relevant commu-
The typical recommended chilled ing SKUs nication at the fixture
SKU count is just 56. lEnsure visibility of key prod- lHighlight key NPD to
ucts add interest to the cate-
RANGE OPPORTUNITIES lCut shelf replenishment costs gory
Chilled IC lDrive incremental sales lCommunicate the
Chillers are key to purchase, with seasonal opportunities
the majority of Soft Drink Designing and complying to a for soft drinks
purchases made by consumers planogram based on space to Research suggests that
from a chiller. sales data (using EPOS data or simple signage works best
WWW.55NORTH.COM JUNE 2009 l SCOTTISH LOCAL RETAILER l 31
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