SLR p18-19 Diageo Feb2010.qxp 28/01/2010 19:12 Page 19
inside business
FREE YOUR SPIRITS LIVE!
provided. With- launched and already we have converted 574
out the detacher, stores, placing us ahead of target. We are look-
the bottle has to ing to convert 3,000 stores by June next year
be smashed and with the current level of response, we’re
making it worth- set for success.”
less and undrink-
able and there- FYS LIVE!
fore undesirable To bring the initiative truly to life, Diageo is
to thieves. going to be working with SLR and three local
So what have retailing outlets in Scotland to put the 4-step
you got to lose? plan into practice, and report back on the
results. Lookout in next month’s SLR for an
4-STEP PLAN update but in the meantime, if you want
Free Your Spirits further information or you want to request an
is a 4-step plan in-store visit from a local representative to
designed to bring implement and install the kit, call the Free
a range of spirits Your Spirits Hotline on 0845 602 5832.
into ‘open sale’
within the desig-
nated alcohol
“Currently, buying
area(s) within your store, on the shop floor,
spirits in a
complete with POS communication. This
brings the category closer and makes it more
convenience store
approachable to the consumer/shopper and
may increase spirits sales by up to 37%, is anything but
according to work done by the FWD over a
three year period.
convenient for the
Paul Downing, channel director for route to
market and convenience for Diageo GB,
shopper – behind
comments: “Currently, buying spirits in a
the counter,
convenience store is often ‘inconvenient’ for
the shopper. They are often behind the
difficult to see,
counter, difficult to see, browse and shop. The
free kits have been very positively received and
browse and shop.”
retailers are hugely impressed that there are
genuinely no catches. We’ve only just - Paul Downing, Diageo GB.
WWW.55NORTH.COM FEBRUARY 2010 l SCOTTISH LOCAL RETAILER l 19
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