Effective ranging – Academy in Action 2019 follow-up

Earlier this year, the IAA and Coca-Cola European Partners (CCEP) visited Ranj Hayer’s store in Somerset to help him improve his ranging. Three months on, we find out what he has achieved

IAA Academy in Action 2019

IAA advice

1. Work with suppliers to develop a mix of PMPs and multi-buy promotions.

2. Use social media to target new product recommendations.

3. Review ranges at category level by working with suppliers.

Ranj’s results

“The visit was insightful, and Coca-Cola European Partners (CCEP) worked with me to analyse my EPoS data. We’ve now identified our bestsellers and tweaked our range. The improvements we made to my soft drinks chiller have led to a 5% year-on-year sales increase. I’ve added a multibuy promotion on CCEP low- and no-sugar 500ml products, and have been using social media to shout about promotions and new lines, such as Coca-Cola Energy. As a result, our social media engagement is up 20%, which is fantastic news.”

Partner advice

Sam Soutgate
Coca-Cola European Partners (CCEP) logo

Sam Southgate
Wholesale & Convenience Activation Lead

“Ranj is a passionate retailer and it’s great to see that the changes to his range and display have helped improve sales. Ensuring your range and promotions are right for your shoppers are key to driving sales.”

Satisfy your target shoppers

Visit betterRetailing.com/academy-in-action to ensure your range encourages return visits, and see how you can be part of the next programme

Find out how the IAA and Mars Wrigley Confectionery helped Huddersfield retailer Marty Uppal merchandise his store to drive sales


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