Retailer Choice Awards, 2018: Results
Coca-Cola European Partners
Using its salesforce and its advertising, CCEP ensured retailers were up to date on the law and any new category best practice brought in by the Soft Drinks Industry Levy. While not the only supplier to so, CCEP is a market leader and stepped up to this responsibility. Meanwhile, a whole swathe of new arrivals in the Cola-Cola core range – such as Diet Coke Exotic Mango and Coca-Cola Zero Sugar Peach – gave consumers more reasons to buy.
70% CCEP's cola market share in convenience
Earlier in the year, retailer Anish Parekh hailed Ferrero’s field sales team and the price of its small Kinder chocolate bars (RRP 25p). And this year the confectionery supplier has additionally developed the Thorntons brand and its B-Ready breakfast bar. Anish added that other suppliers should learn from the amount of collaboration Ferrero has with independent retailers – and with this joint win, no doubt they now will.
£105m c-store sales last year
Footfall driver of the year - Post Office
Footfall driving is all part of the Post Office strategy. This British institution has worked incredibly hard to adapt its offer in recent years to the external pressures of a changing market and operating alongside the convenience channel. 2018 has seen the takeover of Payzone, which, retailers hope, will help the company better deliver its promise to be a bank, building society, currency exchange and – of course – postal delivery service all in one.
52%of post office shoppers buy something else
Wholesaler of the year - JW Filshill
A Scottish company, but one with a growing national reputation for excellence. Its strong customer focus attracts praise as does its innovation and confidence to do things differently, often by utilising smartphone technology or data. In 2018, the company ran a successful campaign to drive sales through its new app (56% had never bought promoted products previously). And after updating its KeyStore More format in late 2017, it’s unsurprising retailers are excited about its expansion into northern England.
6.7% rise in non-tobacco turnover last year
Ad campaign of the year - Coca-Cola European Partners
CCEP’s category strength was highlighted this year by the authority of its much-lauded pre-sugar tax communications. Although it was the year of the sugar tax, soft drinks got a big boost from the hottest summer in 42 years. Making an unprecedented investment in its core Coca-Cola range, products such as Coca-Cola Zero Sugar Vanilla and Diet Coke Exotic Mango provided a fun “twist” to CCEP’s core category as the sun shone.
95% of CCEP’s range is sugar tax exempt
Newsstand star performer - The Guardian
The Guardian is recognised for building a real partnership with retailers and – unlike many – it has not cut its margins throughout 2018. Additionally, The Guardian is another publisher that has taken a leading role within the Deliver My Newspaper initiative – using its salesforce to support retailers and guide them through improving both newsstand and HND sales. All of this despite also reaching its goal of one million online subscribers for its website.
31% Guardian subscriber savings
Symbol group of the year - Nisa
This victory further confirms Nisa has taken the right road. Its retailers seem universally pleased with the arrival of Co-op-branded products and report sales rises to make those smiles wider. One additional benefit of the Co-op deal is an improvement of its premium offers. This adds to work the group has done on display and ranging and means there are perhaps more Nisa stores with the “wow factor” than any other group.
12% sales uplift for Nisa Store of the Future shops
Innovation of the year - Nestlé Milkybar Wowsomes
Confectionery without the guilt is always going to be a popular sell. Using an “innovative sugar reduction technique”, Nestlé won the race to bring a lower-sugar chocolate bar to the market. And while the bar’s “aerated, porous particles of sugar that dissolve more quickly in the mouth” might not sound too delicious, any move to make this core category less controversial is to be welcomed. More suppliers are working to catch up.
30% reduction in sugar
Salesforce of the year - Mondelez
Mondelez reps are, for some retailers, almost part of the family – ‘Cadbury reps’ have a reputation for building up decades-long relationships with stores. And as the company focuses on seasonal events, with huge investment in new products, reps become ever more important. In-store display, theatre and, as the company likes to say, “excitement” are all essential elements to the company’s strategy and the salesforce is always there to help.
3.7m Creme Eggs hand-delivered to indies
Launch of the year - Maltesers Buttons
Alongside Truffles, Maltesers Buttons were one of two big launches from the brand this year. While Truffles targeted boxed chocolate, Buttons was launched to cash in on shoppers looking for treats with fewer calories. Out of the products on our list, Maltesers Buttons received the biggest number of listings when it first launched in May this year.
166 calories per pack
See all of the Retailer Choice Award nominationsFind out more
Share this story