Over the course of six weeks, betterRetailing.com joined forces with Retail Express and Taylors of Harrogate, makers of Yorkshire Tea, to follow the progress of two leading independent retailers who are implementing some groundbreaking category advice from the company.
Two weeks ago we introduced you to Serge Notay. Serge was looking to stock new products with the dual aims of attracting new people into his store and getting his existing customers to increase their basket spends.
Hannah Barnes, category executive at Taylors of Harrogate, visited Serge’s store and whilst she said that his fixture was very good, she identified areas of improvement.
“Our strategy will be to boost his profits by broadening his range and encouraging his customers to buy two things, when before they may have bought just one,”
Serge has recently started selling price marked Tetley Green tea, which is going well, so Hannah questions why he hasn’t explored other herbal tea options. “There is a 60% increase in herbal tea sales YOY so it’s a huge opportunity given that Serge already has interest from his customers, as long as its the right price point for him,” explains Hannah. Twinings Peppermint and English Breakfast are added to Serge’s fixture.
Roast & ground coffee is becoming increasingly popular, with consumers looking for that premium taste with minimum fuss. “Serge offers a value brand of ground coffee that isn’t selling well for him. Consumers look for brands when they want a more luxurious product, so that’s what he needs to introduce,” Hannah comments. Taylors Rich Italian is the number one selling roast & ground coffee, so this is added to his fixture. Three variants of Kenco refill packs are also introduced, offering a lightweight and Eco-friendly option, which is ideal for a top-up shopper.
Look out next week when we catch up with Bay Bashir to find out the opportunities for hot beverages within his store.