Soft Drinks | CCE
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the top 25 best-selling products deliver a huge 50% of sales for retailers so they should be high priority when compiling stock lists. Slow selling products take up valuable space for retailers so top 10 sellers should be at least triple-faced and the next 15 best sellers, double-faced. By applying simple steps such as these when deciding on their in-store range of soft drinks, retailers can potentially unlock up to +8% incremental growth.”
TIPS FOR INDEPENDENT RETAILERS
As well as stocking the best selling products, it is important that soft drinks are chilled to encourage impulse purchase, so where possible retailers should chill soft drinks at both their primary and secondary sites. CCE offers independent retailers smaller open chiller units that can be positioned adjacent to other impulse categories. ‘Open More Business’ reveals that when a secondary cooler was sited next to confectionery, water sales increased by 38% and Coke sales by 32% and when sited next to newspapers, water sales increased by 32% and Coke by 8% . We also know that availability is a key concern for shoppers purchasing soft drinks. Research shows that over half of failed purchases are due to out of stocks, with 62% of those shoppers saying they would either go without or buy the item elsewhere. Retailers should ensure best-selling products are fully stocked as
‘out of stock’ situations will potentially cost them money and in some cases, customers.
CCE has recently launched 4 x 330ml can multi-packs of Coca-
Cola, diet Coke and Coke Zero for independent stores. Available from August in plain and special offer £1.49 price-marked packs, the new 4 pack aims to provide increased choice for top-up shoppers and boost sales of the MyCoke range for home drinking.
TRENDS AND KEY PRODUCTS Coca-Cola recently launched a compelling on-pack promotion on its MyCoke brands which will run throughout August. Shoppers will be given the chance to win tickets to live music events every hour in the month. It is available on 2 litre, 330ml, 500ml, 6pk and 8pk 330ml multi-packs of Coca-Cola, diet Coke and Coke Zero. Health and wellness and functional drinks have also remained key priorities for consumers. Within the functional stills segment, CCE’s glacéau vitaminwater has seen significant growth. CCE is addressing its current product range to offer further choice to consumers with further investment for the glacéau vitaminwater range with the introduction of a brand new flavour, i-focus, this summer, which is a strawberry and kiwi flavour variant contains vitamin c, energy-releasing b vitamins and vitamin a, which is proven to help maintain eye health.
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