Key lessons for your store
1) Merchandise your fridge according to the ‘refresh, stimulate, hydrate sequence’, moving from left to right to cater to your customers’ needs.
2) Arrange similar brands in a vertical line close to each other as this makes them stand out and speeds up shopping.
3) Make sure top brands and best sellers are within easy reach of their respective customers, encouraging increased sales for all items.
“We never thought that arranging our soft drinks in a certain way could influence our customers’ buying behaviour as much as it has. Our overall sales across all ranges, including slow sellers, are well up. We are particularly pleased with the big 75% increase in sales of the £1.19 price marked 250ml Red Bull. We’ve kept to the principles on adding new ranges, and they have been selling well straight away. Making shopping easier for our customers has made a big difference.”
FOCUS ON Pradeep Bachetta & Amit Patel, Nisa Local, Sky Plaza, Leeds
Reversed logical flow: As there was no logical flow sequence in Amit’s large chiller,
it was difficult for shoppers to find what they needed.
Clear signposting: The fixture lacked clear signposting and shoppers were not able to
pick out pricing and special offers on the most popular products.
Backing of top brands: Core ranges of top brands didn’t stand out, which slowed down
sales of these higher margin products.`
Changes to drive sales
Reversed logical flow: Organise soft drinks based on customers’ needs by arranging them into an adapted ‘refresh, stimulate, hydrate’ moving from right to left instead.
Clear signposting: Help shoppers spot pricing and offers on the biggest-selling products in the category by adding some bright, attractive PoS.
Backing of top brands: Organise top brands together vertically to help shoppers focus on
best sellers and encourage multiple purchases in the category.
“We were delighted by the increase in overall sales. Placing core ranges at eye-level has helped shoppers make quicker choices and try out different brands. The transparent pricing and signposting of offers have made a significant difference, with an increase of 61% for the £1.19 price marked 250ml Red Bull cans alone.
"Red Bull has taken ownership of the soft drinks category in a very competent way and applying the principles to other areas of the store has improved sales there as well. An extremely positive experience.”