Retailers in Ireland sell four times as much ice cream as the UK. Dave Songer spoke to four retailers in different locations across the Emerald Isle to see how they drive sales
NEAR A SCHOOL - Lorna Roach, Mace, Galway Comacht
Always offer something new
New products are always a hit with Lorna’s young customers, so she stocks a constant stream of the latest launches, such as Unilever’s Minions. “We always make room for new products – retro ice creams like last year’s relaunched Freaky Foot always get noticed,” she says.
NEIGHBOURHOOD - Andrew Johnston, Centra Kilmihill, Dublin
Include ice cream in your refit plans
Ice cream is so popular in Andrew’s store that he has dedicated a section of his new layout to it as part of his refit to attract more impulse sales from regular customers. He will install a large freezer by the till, which he expects to be popular with families who already visit the store to buy take-home tubs.
TOURIST TRADE - Peter Steemers, Steemers-O’Leary, Ennisclothy, County Wexford
Take advantage of big events
Peter’s most popular day for ice cream sales is St Patrick’s Day. “I can sell up to 300 – around 100 more than I would on a normal busy day.” Peter also takes advantage of the opportunity to create in-store theatre around it. “I add green food colouring to my ice cream for St Patrick’s Day. It’s a great idea to tap into major events,” he says.
HIGH STREET - James Callanan, Costcutter, Tipperary, Munster
Bigger formats boost basket spend
As an alternative to take-home tubs, James has also found multipack ice creams are a good option for his large store, with shoppers buying them to store at home as a treat. “Four-pack boxes sell especially well; Cornettos are the most popular,” he says.