Choice boosts sales
In a young but fast expanding market; are you taking full advantage of this new thirst for energy drinks? betterRetailing listens in as Red Bull’s Will Burns passes his trade secrets to two retailers
Summer is a great time to improve your soft drinks fixture and grow sales, and the best way to do that is by making it easy to follow and enticing to shop. betterRetailing joins Red Bull’s category specialist Will Burns to find out how offering choice and following simple merchandising principles can drive sales in two stores with very different shoppers.
Nisa Virginia Quay, London
“Being located near offices, our energy drinks are the most popular. People visit in the morning and buy three at once. Red Bull is our bestselling brand and despite the Soft Drinks Industry Levy, the full sugar drinks are selling well. Others are not, though, and I want increase my soft drinks sales and replace the less popular brands with energy drinks, milk-based beverages or health drinks.”
Category Specialist, Red Bull
“With two separate chillers in a 3,000 sq ft store, it’s hard for Siva to judge how much space to give fast-selling lines. By stocking soft drinks by his customers’ needs, rather than by brand he’ll make it easier for customers to shop, so we’ll implement a sequence of ‘refresh-stimulate-hydrate’. We’ll do this vertically, as customers can’t see horizontally across the entire shelf, and create visual impact with fewer facings, drawing the eye up.”
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