Wrigley is kicking off its sixth Merchandising with the Masters programme this summer, to help two retailers boost sales in the profitable gum category. We meet the retailers taking part in 2017.

The Opportunity

“Gum is high impulsively and over 97% of Wrigley’s gum sales are from sugar-free products. Ensuring your gum display is visible and fully stocked is crucial to success.” Steve Stafford


“My chewing gum sales aren’t very strong at the moment, and I’m not sure why. I‘m taking part in this project with Wrigley because I want advice and help on growing my sales, having a stronger range and a tidy display.”

Sudesh Patel
Londis, Coulsdon

Clifford Hall and Bob Gokani“The main problem we have with the gum category is visibility, as often our shoppers can’t find what they’re looking for. As sales are so impulse-driven, we need advice on how to help our customers easily reach the gums they want.”

Clifford Hall & Bob Gokani 
Bargain Booze, Basildon


Expert Advice

Steve Stafford”Wrigley gum is highly impulsive – most shoppers will buy it if it’s in the right location. Getting the right core range and layout makes all the difference. I’m looking forward to working with Sudesh and Clifford this summer to help them grow their sales.”

Steve Stafford
Field sales representative, Wrigley


Harj Dhasee“Working with Wrigley last year was a huge help, and I’ve seen a significant uplift in my sales. Originally, I wasn’t sure about moving my gum display upwards as Steve suggested, but it worked so well – he really knows his stuff. Both retailers will get a lot from this programme.”

Harj Dhasee
Nisa Village Shop, Mickleton