Mints and gums may be reliable sellers but a little push on these impulse-heavy products can pay dividends. RN speaks to suppliers, a wholesaler and a retailer for their advice on how to do boost sales.

Julio Guijarro, marketing director at Wrigley

The advice

  1. A typical counter-top unit can hold 608 individual packs, using one helps to keep your display clear and clutter-free and makes a good impression.

  2. As 62% of single gum purchases are unplanned, increase the chance of them in your store by second siting gum, perhaps in your dental section.
  3. Stock new products that fit shopper behaviour and meet new trends – capitalise on the growth of in-car consumption by selling in-car tub holders.

Mark Roberts, trade marketing manager at Perfetti Van Melle

The advice

  1. Multibuy deals encourage customers to make purchases, so place them in line of sight in a central position on the fixture so they’re not missed.
  2. To grab shoppers’ attention, use Perfetti’s range of eye-catching PoS and display materials. Where possible, in-store theatre should also be used.
  3. Shopper habits are changing, so getting the correct range is vital to drive footfall –offer a mixture of products that gives the widest choice possible.

David Gilroy, managing director, Store Excel

The advice

  1. Upselling is a great way to drive sales and I’d really recommend talking to customers when they’re at the till.
  2. Take advantage of your store’s location. City centre stores and those in high footfall areas can get away with pushing the price a bit.
  3. On gum, Wrigley rules the roost, but I would still advise trying new products. Trident has some interesting flavours such as Splashing Fruit and Cinnamon.

Jimmy Patel , Jimmy’s Store (Premier), Northampton

The advice

  1. The fixture has to be full, on the counter and close to hand. If it is not like that it will harm sales. We moved mints out of reach a few months ago and sales have dropped quite dramatically since.
  2. Massive margins are available with mints, so don’t be afraid to go over RRP. We add an extra 10% onto the 35% margin but we haven’t seen a decline; people don’t worry about paying a premium price.
  3. There are so many products available, so don’t be tempted to stock them all. We have around 20 products but I could reduce that by four without my customers having an issue – keep it simple and straightforward.