As shoppers increasingly look for something new to try, betterRetailing joins Lucozade Energy’s Claire Keaveny to find out how a new flavour and a partnership with an iconic brand can boost soft drink sales
With shoppers increasingly seeking out fresh things to try, Better Retailing joins Lucozade Energy’s Claire Keaveny to find out how a new flavour and a partnership with an iconic brand can boost soft drinks sales
“My soft drinks sales are currently strong, but I get a bit nervous about trying out new flavours, as there is only so much space available in my fridge. I have seen a lot of advertising for Larazade recently, so I would like to take full advantage of the campaign and try out the new flavour in my store. With Claire’s help, I hope to attract new customers.”
Expert Advice
Claire Keaveny Senior Brand Manager, Lucozade Energy
“John’s chiller is well organised and he already stocks some zero-sugar options, such as Lucozade Zero, but we have increased facings to make them easier to find. John was missing out on potential sales from our partnership with the Tomb Raider game release, so we’ve added the limited-edition Larazade range, which will add excitement and sell to younger shoppers.”
Before
After
Challenges and Changes
Flavour: John was not capitalising on the extensive Lucozade Energy campaign. Limited-edition Larazade Orange and Croft Apple – a new flavour – were added to have an instant impact.
Positioning: Eye-level shelf space was used for long-standing best-selling lines, so we positioned low-sugar lines directly beneath to ensure exciting alternatives are highly visible.
Choice: John was missing out on sales of popular flavours of soft drinks such as Lucozade Energy Cherry, which is growing in sales by 28% annually, so we added several facings.
Key Lessons
Create excitement and make the most of consumer campaigns by giving limited-edition lines several facings.
Display low- and zero-calorie alternatives next to or below regular flavours. Low-sugar drinks sell consistently.
Stock best-selling flavours of known brands to give your shoppers the full range to choose from.
What happens next?
In the next feature, Claire Keaveny visits Hungerford retailer Nathan Vimala to see a shop with a completely different fridge.
Keep an eye out for RN and online at Better Retailing on 5 October
Comments
This article doesn't have any comments yet, be the first!
For news, insights and the latest product opportunities for you to cash in on.
We use some essential cookies to make this website work. These cookies aren't used to track you. We'd like to set additional cookies to understand how you use our website. This information is used to improve our services.
We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept”, you consent to the use of ALL the cookies. However you may visit Cookie Settings to provide a controlled consent.
This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Our website uses one or more analytical statistical data collection programs to assemble records about who uses the site, from where, how often, what pages, how long on each page, and many other items of statistical importance that allow us to improve our effectiveness in the supply of web experiences.
The nature of the data collected does not give us information about who you are (by name or address) but it can give us IP address identity. Information is collated into a series of reports and is studied on a regular basis.
The stats that these cookies generate are anonymous and cover things such as;
Some pages may contain content from other sites, like YouTube or Flickr, which may set their own cookies. These sites are sometimes called ‘third party’ services. This tells us how many people are seeing the content and whether it’s useful.
Comments
This article doesn't have any comments yet, be the first!