SLR p32-33 Red Bull Jun09.qxp 01/06/2009 12:45 Page 33
inside business
IN-STORE TRIAL – PART 2
deserve, the brand delivers handsomely for
them.”
PUT IT TO THE TEST
Rather than take Tom at his word, however,
we thought we’d hook up with a real, live
retailer and put Tom’s theory to the test. Step
forward Maureen Jardine, manager of Mirza
Stores in Moffat, near Dumfries.
Maureen was more than happy for SLR and
Red Bull to use her Premier store as a test-
bed.
“The store has been trading here under the
Premier fascia for five or six years,” she
explains. “So we’re a mature business and
we’ve always stocked Red Bull and it’s always
done well for us, but I’m always interested to
hear from people who think they can help me
make more money.” As a result, the team got to work by: But what does store manager Maureen
That’s why the Red Bull team, headed up by 1) Set up visi-bull POS (shelf trays) in the make of the amendments to her store?
Stewart Batchelor, descended on Moffat last main chiller that act as a clear sign post to “Well, without getting carried away, the
month to get to work. shoppers. results have been pretty amazing already and
2) Siting a branded Red Bull chiller dump bin. the guys from Red Bull were only in a week
GETTING TO WORK 3) Based on Nielsen rate of sale performance, ago! We’ve seen an impressive uplift in sales
Stewart explains: “Basically, we did a quick adding Red Bull sugar free and Red Bull of Red Bull already and without having
audit of the store and checked the ePos perfor- 355ml to improve category sales. checked the ePos in detail yet, I’m fairly
mance and established that sales of Red Bull certain that sales across the whole soft drinks
were fairly low and presence on fixture was “These fairly basic changes should maximise category have risen.”
poor, with three or four facings, despite Red shopper sales potential when they visit the So the signs look promising already, but
Bull being the one of the best selling soft store and improve both the category and Red check out next month’s SLR for the full
drinks in the UK.” Bull sales,” believes James. picture.
WWW.55NORTH.COM JUNE 2009 l SCOTTISH LOCAL RETAILER l 33
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