SLR p32-33 Red Bull Jun09.qxp 01/06/2009 12:45 Page 32
inside business
IN-STORE TRIAL – PART 2
Giving Red Bull wings
in your store!
In the second part of our three part series examining how retailers can cash in on a brand as
strong as Red Bull by giving the brand the space it needs to deliver for you, the Red Bull gets
to work in a store in Moffat. Antony Begley reports.
B
y now, very few retailers should need
convincing of why the Red Bull brand
deserves a little special attention in-
store. For many people, Red Bull simply is
energy drinks and for many of your customers
that means all they’ll be satisfied with in your
store is Red Bull. No copy cat products, no
cheap imitations, no own label substitutes.
For them, it’s the real deal or nothing.
But I’m preaching to the converted here for
the most part, I suspect, which makes it
doubly difficult to understand why so many
retailers simply fail to give Red Bull the space
it needs to breathe and to deliver for them in-
store.
Many simply think that the brand is so
strong that it takes care of itself, so they don’t
see the point in spending too much time with
it. But as you might expect, that is not an
approach that SLR would advocate for any
successful product, and it’s certainly not one
that Red Bull trade marketing manager Tom
Smith is prepared to accept: “Ok, you can
understand why retailers think like that but it
really is short-sighted and it will cost them in
sales and in profits.
“We’ve shown time and again that when
stores include the full range of Red Bull SKUs
and give them the number of facings they
32 l SCOTTISH LOCAL RETAILER l JUNE 2009 WWW.55NORTH.COM
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