Kamlesh Patel, Londis Manor Park, London
- Visibility: Kamlesh’s display didn’t highlight his expansive range and competitive pricing.
- Premium brands: Some bestsellers weren’t as visible in the fixture as possible, meaning a potential loss of higher-value sales.
- Trends: Up-and-coming spirits, such as gin, were displayed further from Kamlesh’s till out of customers eyeline.
CHANGES TO DRIVE SALES
- Visibility: Clear on-shelf labeling, PoS and shelf strips were introduced to highlight Kamlesh’s range.
- Premium brands: Premium brands, like Ciroc, were placed higher up and centrally within the fixture to draw shoppers’ attention.
- Trends: On-trend gin, such as Gordon’s Pink, was repositioned closer to the till in customers’ eyeline to help Kamlesh cash in on sales.
We have seen real improvement in the spirits category during the trial.
The reason it’s working is because our customers have noticed the change and really appreciate seeing something different –it makes them more likely to buy.
I learned a lot from Ben and the changes he made, sales have been steady since Diageo’s visit. I think all retailers should take part in similar projects, whether they have a large or small store – it can only benefit them.
£5,404 predicted spirits sales increase for Kamlesh, per year, based on data from the six-week trial
1. Highlight your spirits range and great prices with PoS and clear labelling.
2. Encourage trading up to premium lines by positioning them centrally.
3. Bring trending lines closer to your pay point to boost last-minute buys.
1. Premium spirits are driving growth, so make sure they are clearly visible to capitalise on impulse buys
2. Fractionals are also growing, so stock bestsellers in 20cl and 35cl bottles
3. Group soft-drink mixers with spirits to appeal to occasions like the big night in
Ben Jackman, Business Development Executive, Diageo
“I’m pleased with the results - both retailers have seen sales uplifts and managed to maintain sales after Christmas when they usually drop.
In convenience it’s very important to make the in-store experience easier and lay out fixtures so they’re easy to follow. We achieved this by remerchandising and improving product displays, even though both shops were very different.”