The relaunched platform outlines five key steps for retailers to consider when thinking about how best to stock their biscuits. These steps are:
- Stock the bestsellers – as 80% of biscuit sales come from just 5% of products.
- Make biscuits easy to shop – as 47% of shoppers will leave a shop if they can’t find what they’re after, and generally find it harder to find in convenience stores.
- Drive excitement through new news – balancing new product launches with category mainstays.
- Make biscuits impossible to miss – using PoS and secondary sightings in relevant places such as by hot drinks, helping to drive impulse sales.
- Cater to new events and occasions – tying the category into seasonal events will drive incremental sales as shoppers tend to celebrate them.
The relaunched Better Biscuits platform also allows retailers to access category bestsellers, recommended planograms, and the latest news and competitions.
“While biscuits are purchased by nearly all UK households, they aren’t included in as many shopping baskets as some other snacking categories,” said Laura Molyneux, category controller for channels at Pladis UK&I. “This means the average independent retailer could be selling over £450-worth of extra biscuits annually – which would add £21m to the channel.
“This is exactly why we have decided to relaunch our Better Biscuits platform and use it to highlight our Five Steps to Better Biscuits. We know retailers up and down the country look to our Better Biscuits platform to help them make the best possible ranging decisions for their stores. But, as the past year and a half has proved, it’s crucial that store owners continue to take time to understand the needs of their customers and adapt ranges accordingly – which is something they’ve done particularly well during the pandemic. This has contributed towards 10.2% more shoppers now choosing to buy from convenience stores.”