Having a visible, well-stocked and impactful fixture and keeping up to date with the very latest trends are essential for retailers who want to be successful in mints and gum. betterRetailing joined Mars Wrigley’s field sales leader, Mike Fitzpatrick, to visit two store owners and share category advice on how to drive impulse sales. Here are the results.


IMAGE OF SHAILESH PAREKH

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SHAILESH PAREKH

Nisa Local New Invention, Wolverhampton, West Midlands

SHAILESH SAYS

“The visit from Mars Wrigley was beneficial, and it’s shown in my sales. I was nervous at first about placing a display on the till area because I like to keep the space uncluttered, but my impulse sales have improved significantly. It’s easy for retailers to get stuck in their ways and not make changes to improve their displays, so it’s great to have advice from an outside source.”

CHALLENGES

Range: Shailesh stocked a wide range of chewing gum, but he was missing bottle formats of top-selling lines, and NPD such as Starburst gum

Height: Shailesh has dedicated space underneath the till, but it was difficult for customers to see the products they wanted

Visibility: Shailesh only had one siting for his chewing gum, which meant potential sales were being missed on a busy second till

CHANGES TO DRIVE SALES

Range: To help Shailesh cater to all shopper needs, we added bestselling lines, including Extra Strawberry, some new lines and the bottle format

Height: To help customers see Shailesh’s range, we moved his gum to a new fixture on top of the counter, which could grow sales by up to 20%

Visibility: To ensure his gum can be seen at both tills and grow impulse sales, we placed an additional gum fixture by Shailesh’s second till

 THE EXPERT

Mike Fitzpatrick Mars Wridgley

MIKE FITZPATRICK

Field Sales Leader, Mars Wrigley

“It’s great to hear the positive effects Shailesh has seen following the changes we’ve made. It shows that by keeping up to date with new products, and formats of bestselling lines, retailers have the opportunity to increase sales. By introducing a secondary siting in Shailesh’s store, we’ve made it easier for shoppers to locate top-selling gum products and his customers seem to be responding well to this.”

KEY LESSONS FOR YOUR STORE

Keep up to date with new products, including new formats
– such as bottles

Stock gum on a visible fixture by the counter so customers notice your range

To grow sales, introduce a secondary siting in a high-footfall area to boost impulse purchases


VICKY ONIONS

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VICKY ONIONS

Vicky’s Convenience Store, Bromsgrove, Worcestershire

VICKY SAYS

“Since improving the visibility of my mints and gum display, customers are definitely noticing it more and we aren’t having to guide them to the fixture as much. Placing mints on a fixture underneath the coffee machine has created more impulse purchases, especially during the morning and lunchtime rush. I am definitely keeping the improvements.”

CHALLENGES

Presentation: Vicky has limited space, so used stands where possible to increase her range. This meant some fixtures were hidden from customers

New products: Vicky stocks a wide range of gum, but finds it a challenge to identify the top-selling lines, as well as new products to add to her range

Secondary siting:Vicky has a coffee machine, with plenty of space for additional impulse buys, but it currently only offers bakery products

CHANGES TO DRIVE SALES

Presentation:A greetings card rack was blocking customers from seeing the fixture, so we moved this and placed key lines at eye level

New products:To help bring new shoppers into the gum category, we’ve added some key new lines, such as Starburst Gum Fruity Mixies

Secondary siting:Vicky was missing out on potential sales by her hot drinks machine, so we added a small display of the top-selling lines

 THE EXPERT

Mike Fitzpatrick Mars Wridgley

MIKE FITZPATRICK

Field Sales Leader, Mars Wrigley

“I’m really pleased Vicky’s customers are noticing her fixture more easily than before. By making sure Vicky’s impulse lines were free from obstruction, the display was easier to shop. The changes we made show that being disciplined with your availability can encourage additional purchases.”

KEY LESSONS FOR YOUR STORE

Place key lines at eye level and ensure your gum fixture is free from obstruction

Keep up to date with bestselling lines and new products to increase spend

Introduce a secondary siting near your coffee machine to drive impulse buys

MARS WRIGLEY’S TIPS FOR YOUR STORE


Number 1 green in-store graphic

Stock the full range, especially bottle formats, to encourage customers to trade up on their favourite brands

Number 2 green in-store graphic

Display your gum across the till area and at eye level to maximise visibility and drive impulse purchases

Number 3 green in-store graphic

Be disciplined when ordering gum to ensure it’s always available for your customers

Number 4 green in-store graphic

Dual-site gum by hot drinks machines or food to go to grow sales and increase impulse purchases


 

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