Newtrade media pack 2014

Transcription

Newtrade
Energising Independent Retailers
media pack 2014
Newtrade media pack 2014 | 1
The best way to
grow my business is by
learning from others,
building relationships
with suppliers and
retailers, and sharing
ideas. I trust Newtrade
to help me do this.
Pinda Cheema,
Costcutter
Contents
PRINT
04 Retail Newsagent
06 Retail Express
08 Better Wholesaling
10
Classified
DIGITAL
12
betterRetailing.com
12
betterwholesaling.com
EVENTS
14
Events
In-Store Activation
Networking Opportunities
Local Shop Summit
16
Independent Achievers
Academy
Introduction
Newtrade
Helping suppliers build relationships and
grow their sales in the independent and
wholesale channels.
Through our growing portfolio spanning print, events and
online, you can be confident in finding the right solution
for your trade messages. We produce high-quality
communication solutions that provide you with flexibility,
reach and return, ensuring you always speak to your
customers in the way that works best for you.
Why Newtrade?
Get your messages seen by more decision makers as
we have the biggest reach in the channel*
Get the best return on your investment, as retailers
who read our titles stock an advertised product 2.5
times more often than those who read other trade
titles only**
Promote your messages on credible platforms where
retailers are engaged with the content – we have more
journalists dedicated to helping independents than any
of our competitors
Be confident and creative. We are trusted to deliver
trade messages by the world’s top 5 packaged goods
companies, and are consistently singled out for the
quality of our innovation and how well we listen to
briefs***
Contact us
020 7689 0600
www.newtrade.co.uk
www.betterretailing.com
www.betterwholesaling.com
www.iaacademy.co.uk
(*66% of trade press users read Retail Newsagent and
Retail Express: him! Cash & Carry research 2011)
(**him! Cash & Carry research 2011)
(*** Nestlé, P&G, Kraft Foods, Unilever and Pepsico)
2 | Newtrade media pack 2014
23 March 2012 Retail Newsagent
Changing the
way we
@retailnewsagent
WORK
Retail Newsagent
BUSINESS
IDEAS to
& SAVE
MAKE
money
It doesn’t have to cost a fortune
to innovate your business. Here
Tom Gockelen-Kozlowski gets
some of the UK’s best retailers
to reveal their top ideas
The only paid-for trade magazine
for independent retailers, providing
in-depth retailer-focused business
advice in high-quality format.
You can save money on
your magazines at the click
of a button. We use Menzies’ website to check our
range, look at our sales history for the last six issues
and amend the quantity
or remove it all together.
It changes the delivery for
the very next morning and
can save you a fortune in
cash flow. If Menzies sends
you 10 magazines at £5.99,
but you only want two and
change it, you’ve saved
yourself £48.
IDEA!
FIX YOUR
FRIDGE
WHILE THE
SUN’S NOT
SHINING
I SPENThours
Dean
Holborn
a couple of
Holborns,
of my time
Redhill, Surrey
I MADE clean
Now is a
ing,
a function
great time
y for
chiller readm sales
to clean and
crea
restock your
the iceseas
on
ice cream fridge,
Reach an audience of 13,063* engaged
news and convenience retailers, who
choose to pay £1.95 per week in a market
of free titles
You’ve got to go out and
do deals: be cheeky and buy
cleverly. If you’ve got a half-decent store
you’re a valuable customer to your wholesaler and have room to bargain. I ask:
“What can we do for £1 that’s branded and
a good deal for customers?” We’ve been
concentrating on £1 items like four-packs
of Toffee Crisp or Mars bars, making 20%
from them and selling
I SPENT nearly £1,600 worth
a week.
on stock
per week
I MADE
profit
I SPENT
£0
GIVE STAFF
AUTONOMY
Sunder
Sandher
Costcutter, Coventry
We’ve reduced our energy
consumption by training our staff to make sure
they unplug appliances,
keep chiller doors shut and
switch lights off.
I SPENTing
time train
my staff
I MADE
almost
S&S Londis, Leamington Spa
I’ve just trained eight members of staff
for a new shop and after three days I’m
confident that they could easily run
it without me. I’ve put one woman in
charge of bakery and told her its success is down to her. It’s given her a real
passion for it and she’s working in her
own time, creating charts and graphs
to record the growth in sales.
£1,000
in 12
months
We are baffled and horrified
at the chancellor’s suggestion
that Wednesday’s Budget will
include a ‘temporary’ suspension of Sunday Trading laws
nationwide over eight weeks
during the largely Londoncentric Olympics.
This proposal was put before
parliament as a Private Members’ Bill last year and was very
widely opposed and subsequently withdrawn. Just as it
was also withdrawn in the 11th
hour from last years’ Budget.
If the House cannot even
approve this measure when it
is democratically debated, then
the chancellor has no justification to railroad this through
the Budget. Such ‘temporary’
provisions have historically set
us on the road to permanent
change – and the chancellor
is clearly wrong in suggesting that there is not sufficient
provision of retail to satisfy
demand over the Olympics – it
is only large supermarkets that
face the restriction.
All this will achieve is the
redirection of the £100m anticipated spending into the hands
of supermarkets and away from
community based retailers
who so desperately need the
increased spending that the
Games will bring.
Weekly title provides opportunities to
target disciplined retailers with your
time-sensitive campaigns
I MADE
saving of
Kieran McDonnell,
National president,
NFRN
Let’s hope Sunday
trading doesn’t go
past the Olympics
I hope the proposed extension
to Sunday trading hours doesn’t
go beyond this summer’s
Olympics.
The supermarkets will push
for it as the economy is down
and it could be a way of kickstarting trade.
But it will affect a great
number of independent businesses, especially those near a
supermarket.
It is ok during the Olympics
when there will be a lot of new
customers visiting the country,
but it must go back to the way it
is now afterwards.
When changes were made to
Reach an audience of
13, 063 engaged independent
retailers, who choose
to pay £1.95 a week despite
8 free alternatives
per year
IDEA!
MULTITASKING
James Brundle
Spar, Walthamstow, London
We’re making the most of
our staff by having them
multitask. We have a baker
for our in-store bakery and
when things are quiet,
he starts making freshlymade ready meals. For his
days off, he prebakes the
bread and a member of
staff finishes it off.
I SPENT
The best way to
increase margins
is by doing as
much as you can
I MADE
yourselves.
£0
FREE
IDEA!
A LITTLE
AND OFTEN
Vip Panchmatia
Hexagon Store, Andover,
Hampshire
probablys
thousand
I SPENT
£0
FREE
IDEA!
USE EVENTS AS A
TRAINING OPPORTUNITY
Alkesh Gadher
Best-one, Isleworth, Greater London
I MADE
valuable
managem
ent
experiences
for staff
Rather than baking everything in the morning
and seeing sales dry up by
lunchtime we’ve been
baking a little and
often throughout the
day and getting the
smell around the
shop to make our
customers hungry.
We were selling 50
or 60 products a day
but that’s now gone up
to 110. With margins of
40%, that’s excellent.
£1,300
£2,000
I SPENT
We’ve been increasingly involved with the
community and are using events as training
opportunities for staff. Every time there’s an
event like a Harvest fair we nominate somebody to take charge of it. They organise prizes
and donations and work with the community
associations. It’s a brilliant free way to work
on their management and organisational
skills, as well as showing that our business
cares about local issues and events.
I’M MAKING
s per
extra salek
wee
25
Retail Newsagent 23 March 2012
RETAIL
email letters@newtrade.co.uk
tel 020 7689 0600
fax 020 7689 0700
I SPENT
£0
£60
I MAKE
an extra
per day
FILL IN
THE GAPS
John Green
JR Green Newsagent, Sawtry, Cambridgeshire
We focus on news and magazines,
but recently put in a chiller when the
grocery shop next door closed. We’re
now making sales of £2,000 a week on
grocery from products such as fresh
bread and milk, tins and packet foods.
»
10
30 September 2011 Retail Newsagent
Pages
33-35
£30k from
Royals mint
LATE MIRROR MAKING SMITHS LATE
will be less in local shops.
I also think it is bad that we
are losing that Sunday feeling. It
is a special day for rest or going
to church, and I feel it is being
made into a 24-hour shopping
culture.
Paresh Patel,
Coborn Corner Store,
Mile End,
London
COLD SHOULDER OVER
PROMISED STOCK
I bought a 3m dairy cabinet
from Husky last April and as
part of the deal I was promised 12 cases of Stella.
Nearly a year on and I am
yet to receive my lager. Every
time I ring Husky, I am told
someone will look into it and
get back to me. I have spoken
to head office and the rep
who sold the chiller to me and
this has been going on for far
too long.
I spent nearly £4,000 on
the chiller, and a main reason
why I chose this one was
because of the offer.
I want to warn other
retailers who are thinking of
taking up a similar deal, to
make sure they get the stock
they are due before exchanging contracts.
Mohammed Nabi,
Mayland Garage,
Mayland,
Essex
Lower ABV
for Skol
Cigarette promotion Top prizes to be won
Mirror re-runs
causing delivery
troubles in Barnstaple
Good morning. Or rather it is
not today as the Mirror group
newspapers were on a re-run,
so we had to start delivering
without them, substituting
the Daily Mirror for The Sun in
time sensitive drops.
We were told the expected
time of arrival in Barnstaple
was at 6am, so if we had
waited for Smiths to deliver,
we would have been waiting
Don’t worry about
the minimum wage,
just pay people
what they are worth
I was surprised to hear the ACS
thinks the increase in minimum wage for adults will
be a blow to independent
retailers.
I have been in the retail business for 13 years and have never
used the National Minimum
Wage as a guideline for what
I pay my staff – and I don’t
think other retailers should
either.
I’ve always decided what I
pay all my employees, whatever
their age, depending on their
job role and their experience
until 6.30am – half an hour
after our opening time.
We have taken the decision
this morning we will no longer promote the Daily Mirror
as a home delivery title.
This is due to the fact that,
over the last couple of weeks,
the Mirror has caused either
re-runs or late delivery of all
titles because Smiths waits for
it to arrive. This has happened
on four occasions.
I tried the number I have
for circulation director John
Howard at 6am, but as it’s a 9-5
phone could not even leave a
message.
Rest assured I will be speaking to someone at the Mirror
today to vent my frustration.
– and it always ends up being
more than minimum wage.
With the economy still
struggling, many retailers will
keep wanting to decrease what
they are paying their staff to
lower and lower levels.
I think it’s the wrong way
round.
Pay people what they are
worth, and then the government deciding new rules on
minimum wages won’t even
matter.
there is a serious decline
year on year apart from the odd
exception.
However I fear the publisher
of the Observer will not be
happy with its circulation in
February in last week’s RN.
Look and you will see why.
More attention to detail is
required, I feel.
I am willing to share figures
of 20 years ago if you think this
would be of interest to readers.
Andy Davidson,
Drayton Newsagents
Drayton, Portsmouth
Just to set the sales
record straight
I have been collecting circulation figures for 20 years and
Retailers can win £30,000
worth of prizes as part of
British American Tobacco’s
plans to celebrate the 20th
anniversary of Royals.
While details of the
prizes are currently being
finalised, goods such as
top-end electronic gadgets
are expected to be up for
grabs for independents
who send in barcodes collected from pack outers of
Royals. The competition
will run alongside this
month’s launch of updated
packaging for the value for
money cigarette.
Brand manager Henry
Lewis said: “We increased
our share in the value for
money cigarette market – the fastest growing
segment in the category
and currently worth £3.7bn
– with the launch of our
previous limited edition
pack last year. We expect to
improve on this with our
new pack designs.”
Mr Lewis added the company will highlight the
pack changes on receipts
produced through PayPoint
terminals, as well as holding trade days at up to 500
cash & carries and wholesalers. Retailers will also be
provided with A5 leaflets to
show customers requesting
further information about
the changes.
Lewis refuels British Formula 1 star Lewis Hamilton took time to refuel with a Lucozade Sport before last weekend’s Singapore Grand Prix. The drinks brand is also
supporting Hamilton’s teammate, Jenson Button, after signing a five year deal as
supplier to the Vodafone McLaren Mercedes F1 squad.
THE BEST
CATEGORY
ADVICE.
UNWRAPPED.
UNWRAPPED.
Lesley Brown,
Frankmarsh Stores,
Barnstaple,
North Devon
Philip Elliott,
Bristol
Editor responds:
“The correct February core sales
figure for the Observer is 253,022.
This is a 4.3% month-on-month
decline and an 11.6% year-on-year
decline. Apologies for the mistake
in the 16 March issue of Retail
Newsagent.”
11
PROFITS FROM
PRICEMARKING
Letters may be altered by the editor
for reasons of clarity or of length
by Steven Lambert
Sunday trading laws a couple
of years ago, and large stores
were allowed to open at all, it
had a significant effect on my
business. Newspaper sales were
worst hit.
If supermarkets are allowed
to open earlier, it won’t make
people shop more. They will just
shop in different places. And it
»
Retail Newsagent 30 September 2011
The opinions on this page do not
necessarily represent those of
the editor
Independents set to lose out
to mults if Sunday trading laws
are suspended for the Olympics
Sunday trading will
redirect Olympic
spend from indies
Many products in petrol stations are
on spring-loaded shelves so that as an
item is taken out, it automatically faces up the display. I’ve installed 3.75m
of shelving like this from Beemak
and it’s cost £800, but as it saves
an hour of staff time a day and
has a three-year warranty,
this will save us more than
£6,000 in that time.
£800
£2,329
FREE
IDEA!
TURN YOUR
STAFF GREEN
Paul Cheema
24
Most read and most recommended title by
UK independent retailers**
I SPENT
FREE
I SPE
time NT
the conbuilding
nce
of my fide
staff
I MADE
dedica
trainedted and
staff
Retail Newsagent
Londis, Wigston, Leicester
Premier Singh’s,
Sheffield
£1
£1,2
,280
80
££32
3200
13,063*
AUTOMATIC FACE UP
Raj Aggarwal
DO DEALS
Mandeep Singh
I MAKE
constant savin
by avoiding gs
unwanted
magazines
in time for the better weather. Get lots
of boiling water and pour it in.
By doing this you can defrost it
within 20 minutes.
I
deas and innovations are the lifeblood of successful businesses, ensuring that they never stand
still and become stale. But, while the multiples
can employ hundreds of people to make sure the
next great idea belongs to them, for smaller operations,
where each member of staff must work hard to keep the
doors open and the tills ringing, finding time to go out
and gather inspiration from conferences, store visits or
meeting suppliers can be a real challenge.
RN has therefore collected 50 brilliant tips from some
of the best retailers in the UK which you can implement in-store today.
Covering everything from new product ranges, technology and in-store services to marketing, store layout,
financial assistance and the way you run your store,
these ideas are simple and have been tried and tested in
stores just like yours.
Not only that, they are also mostly very cheap - 21
are completely free - but can all have a dramatic effect
on your profits, costs, community spirit or general efficiency as a business.
You might not be in a position to invest in a significant all-store refit, but you can use small changes to
make a big difference. Can you afford not to read on?
IDEA!
Portgordon Stores,
Buckie, Moray
FREE
exclusive
FREE
CHECK
YOUR
MAGS
Ian Taylor
35
NEWSAGENT
34
INNOVATION
A simple guide to help you sell more confectionery.
In this feature we look at new products (NPD).
1.Fact New product sales are at
their highest, per point of
distribution (per outlet) during the
first 6 weeks from launch1
Action: To maximise sales stock
NPD as soon as it’s available
2.Fact 66% of shoppers don’t
see confectionery in store2
Action: Use dump bins and
counter displays in high footfall
areas to ensure shoppers see
NPD. This will drive awareness,
trial and most importantly – sales
Carlsberg is reducing the
strength of its Skol lager
to take advantage of a government scheme offering
favourable duty rates on
lower ABV beers.
From this month, Skol
will be brewed to an ABV
of 2.8%, down from its
previous level of 3%. The
changes mean the brand
will now fall in line with
new laws offering reduced
duty rates on beers of
2.8% ABV or lower, part
of plans from parliament
to promote responsible
drinking.
Dr Isaac Sheps, chief
executive of Carlsberg UK,
said: “We are responding
directly to the government’s duty initiative to
encourage the development of beers at lower ABV
levels.”
“We are committed to
working in partnership
with the government.”
Packaging redesigns for Silk Cut Limited edition lines
JTI offers retailers
autumn incentives
by Steven Lambert
JTI is giving retailers
extra incentive to stock its
Silk Cut cigarettes with its
latest range of packaging
redesigns across its 20s
packs.
The move follows
on from a competition
launched earlier this
month across the company’s 14s packs, including
Silk Cut, offering retailers
cash prizes of up to £1,400.
Independents will be
able to pick up larger packs
of the premium tobacco
brand in three autumnal
designs, featuring imagery
such as acorns and leaves,
as of next week. The limi-
New look
New packs for Silk Cut
Autumnal designs on sale
to end of October
tied edition packs will run
across Purple, Blue and
Silver varieties to the end
of October.
JTI head of communica-
tions Jeremy Blackburn
said: “These new limited
edition packs are the
latest example of
innovation and creativity
from Silk Cut. By continuing to provide retailers
with premium profit
margins Silk Cut remains
one of the most important
cigarette brands for
retailers.”
New season
at Tyrells
Premium crisp label
Tyrrells is replacing its
limited edition summer
flavour with a new winter
line.
Sour Cream and Roasted
Garlic will replace English
Summer Barbecue as the
firm’s current seasonal
pack, available in 40g (RRP
69p) and 150g bags (£1.89)
from October to February.
Packs of the crisps will
feature the same black and
white photography – highlighting eccentric British
scenes – that appear on
Tyrrells’ core range.
3.Fact 65% of consumers who buy
confectionery have planned to do so when they
enter the store2
Action: As well as secondary displays, stock NPD
on the main confectionery display so consumers
can easily find it
4.Fact Value for money is an important
factor when shoppers are deciding to buy 3
Action: Clearly display prices and consider using
multi-buy deals to increase rate of sale
4
“My advice to other retailers is to get engaged with NPD as
soon as possible, it’s critical to the category. My best sales
are achieved when I put a FSDU in a high traffic area,
ideally by the till, and site the product on the main fixture,
it drives trial and future purchase. Sampling to the staff is
also a great idea. If my staff are engaged with a new
product they are likely to recommend it to our customers”
Darren MacDonald, Bishop Retail Durham
Speak to your Kraft sales executive, or
call 0870 600 0699 to find out more.
Sources: 1 Nielsen CROS in Independents, Top 15 Chocolate Singles launches from May 2008 - March 2011, 2September 2007, Cadbury UK Internal Research, 3 HIM, CTP: 27,000 Convenience Customers 2009. 4 Retailer’s own promotion.
(*ABC total average net circulation per issue (01 Jul 2012 - 30 Jun 2013))
(**him! Cash & Carry research 2011)
Editorial Contacts
Features 2014
January
3 Tobacco: RYO & Economy,
Low-ABC alcohol
10 Spring Confectionery,
Own Label
17 Juices & Smoothies,
Yoghurts & Pot Desserts
24 SPECIAL, E-cigarettes
31 Meal Manager: Breakfast,
Household Cleaning
February
7 Big Night In: Sharing Snacks,
Electronic Payments
14 Collectables, Newspapers
21 SPECIAL (MAGAZINES &
ABCS), Capsule Cigarettes
28 Hot Drinks, Oral Care
March
7 Sports & Energy Drinks, Chilled
Snacks
14 Confectionery Countlines,
Bread & Bakery
21 SPECIAL (50 IDEAS)
Cakes & biscuits
28 Impulse Ice Cream,
Babycare & Pre-school
April
4 Tobacco Display Ban: One Year
to Go, Male Grooming
11 Caribbean Food,
Meal Manager: Lunch
18 BBQ, Refrigeration
25 SPECIAL SPY, Chilled: Dairy
May
2 Carbonates, Summer Sports
9 Mints & Gums, Cider
16 SPECIAL: WHAT TO STOCK,
Tobacco: Premium Brands
23 Breakfast Biscuits & Cereal
Bars, Big Night In: Alcohol
30 Wine, Summer Magazines
June
6 Water, Food to Go
13 SPECIAL, Summer Spirits
20 Sugar Confectionery,
Children’s Magazines
27 Tobacco: Illicit Trading,
Health & Beauty
July
4 Beer, Puzzle Magazines
11 Sports & Energy Drinks,
Meal Manager: Dinner
18 SPECIAL, Snacks on the go
25 Pricemarking, Special Dietary
Requirements
August
1 Children’s Confectionery,
Back to School
8 Tobacco, Craft Magazines
15 SPECIAL
International Food & Drink
22 Soft Drinks, Magazine ABCs
29 Crisps, HND
September
5 Halloween, Hot Drinks
12 SPECIAL: COME SHOP WITH
ME, Christmas Confectionery
19 Collectables, Frozen Food
26 Batteries, Tobacco Accessories
October
3 Christmas Soft Drinks,
OTC Medicines
10 Christmas Snacks,
Soup & Canned Goods
17 SPECIAL, Christmas Alcohol
24 Big Night In: Confectionery,
Female Grooming
31 Pets, In-store Services / Home
Interest Mags
November
7 SPECIAL, Cigars
14 Winter Ice Cream, Laundry
21 Pre-Mix & RTDs,
Butters & Spreads
28 Cheese, Cooking
Sauces
December
5 SPECIAL: IAA
Home Baking
12 Easter Confectionery,
World Beer
19 Top Product Launches 2014,
Cereal
26 Partworks, Retail Technology
Editor Chris Gamm
chris.gamm@newtrade.co.uk
020 7689 3378
Features Editor Chris Rolfe
chris.rolfe@newtrade.co.uk
020 7689 3362
News Editor John Hayward
john.hayward@newtrade.co.uk
020 7689 3358
Sales Contacts
Director of Sales Mike Baillie
mike.baillie@newtrade.co.uk
020 7689 3367
Account Manager Will Hoad
will.hoad@newtrade.co.uk
020 7689 3370
Account Manager Kate Ellis
kate.ellis@newtrade.co.uk
020 7689 3372
Account Manager Jan De Iulio
jan.deiulio@newtrade.co.uk
020 7689 3366
Design and Production Executive
Eszter Endredi
eszter.endredi@newtrade.co.uk
020 7689 3380
Rate card (£)
Advertisement dimensions (mm)
Display
Page
Double page spread
Half page
Quarter page
Eighth page
3,185
5,735
1,690
1,108
715
Special positions
Inside front cover
Outside back cover
Opposite leader page
Early guarantee
3,505
3,505
3,505
3,505
Coverwrap
Full cover wrap
Front cover and inside
front cover
Branded polybag
8,975
7,050
10,405
Classified
Variable sizes
24ccm
Retail Watch colour
separations
from 150
Advertisement feature
Page PDF supplied
3,505
Specifications
Double page Spread
Bleed: 426 x 303 | Trim: 420 x 297
Type: 400 x 263
Artwork to be supplied in high-resolution
PDF. All images within the PDF must
be 300dpi images formatted to PPA
Pass4press Version 9.
Dummy front cover
Bleed: 216 x 206 | Trim: 210 x 203
Type: 190 x 183
Files can be sent in the following ways:
1. Email adproduction@newtrade.co.uk
2. On a CD or DVD to Ad Production,
Newtrade, 11 Angel Gate, City Rd,
London, EC1V 2SD
Single page
Bleed: 216 x 303 | Trim: 210 x 297
Type: 190 x 263
Half page landscape
Bleed: 216 x 143 | Trim: 210 x 140
Type: 190 x 128
Deadlines
1. Display advert: Complete artwork is
required 10 days prior to publication
date.
2. Advertorial: Complete artwork is
required 15 days prior to publication.
(Production staff must be notified if
artwork is to be advertorial).
1/8 page landscape
Bleed: 190 x 40 | Trim: 190 x 40
Type: 170 x 28
Half page portrait
Bleed: 106 x 303 | Trim: 103 x 297
Type: 93 x 263
1/3 page portrait
Bleed: 67 x 303 | Trim: 64 x 297
Type: 54 x 263
Sales Support Executive Marta Dziok;
marta.dziok@newtrade.co.uk
020 7689 3354
50,845*
@retailexpress
6
Unique newspaper format: a free
fortnightly that provides easyto-use, actionable advice to help
retailers grow their sales.
Product News
Retail Express
www.newtrade.co.uk
Louise Banham
J
IF YOU’RE looking to make more dough from your lunch
offering, look no further than Warburtons, which has
launched a £2.4million marketing campaign aimed at driving sales.
Kicking off with sponsorship of new ITV1 weekday show
There’s No Taste Like Home, fronted by celebrity chef
Gino D’Acampo, the campaign will focus on the secret
to making lunchtimes special, by educating consumers
on the brand’s range. The sponsorship will be supported
with press, radio and online advertising, digital and social
media, and will run until the end of November.
Speak to busy convenience retailers
quickly and effectively through our
bite-sized content
CASH & carry chain Booker is giving the energy drinks
category a boost by launching three new variants to its Euro
Shopper range.
Retailers can now pick up Euro Shopper Energy Drink in a
500ml can and Euro Shopper Sugar Free Energy Drink in a 250ml
can, RRP 69p and 35p respectively, while a new flavour – Isotonic
Sport Tropical – has also been added to the range with an RRP of
50p for a 500ml bottle.
Steve Fox, Booker’s retail sales director, said: “The energy
drink market continues to grow and these new Euro Shopper
products will help our customers increase their sales further.”
October 11-24 2011
SILK CUT PACKS A PUNCH
TI is bringing seasonal cheer to retailers’ stores this
month and aiming to
boost cigarette sales
with the launch of three
limited-edition pack designs for Silk Cut.
The one-off designs for the
lower-tar premium cigarette
brand feature pictures of acorns,
leaves and ice cubes, and were
rolled out nationally from the
first week of the month.
Packs of Silk Cut Purple,
Blue and Silver 20s, RRP £7.09,
have been given the temporary
makeover and will be available
for just four weeks
while stocks last.
With Silk
Cut claiming an 18.7
per
cent
share of the
premium
cigarette sector, the special
packs are expected to perform well.
“Available for
just four weeks,
these limited-edition packs are the
latest example of
innovation and creativity from
Silk Cut,”
said Jeremy
Blackburn,
JTI’s head
of communications.
“By continuing to
provide retailers with
premium
profit
margins,
Silk Cut
remains
one
of
the most
impor-
tant cigarette brands for retailers and should be stocked at all
times.”
The introduction of the autumnal packs follows the success
of limited-edition V-shape packs
for Silk Cut in June. The packs,
which featured a unique structural design with an innovative
opening and inner frame, were
available nationwide on Silk Cut
King Size 20s for four weeks.
Earlier this year JTI launched
a 14s range across its Silk Cut,
Benson & Hedges and Mayfair brands, along with a range
competition in which retailers
could scoop cash prizes of up to
£1,400.
Coca-Cola’s got game
RETAILERS can help their customers become Olympic winners every day this month with
a Coca-Cola on-pack promotion
across all My Coke packs.
Consumers are being given
the chance to win London 2012
Olympic Games VIP experiences every day until October 31,
as well as weekly chances to win
a trip to the opening or closing
ceremony for four people with
every purchase of Coca-Cola,
Diet Coke and Coca-Cola Zero.
The campaign is supported
with a multi-million pound
marketing campaign, including
radio and outdoor advertising.
“We are confident this promotion will boost sales,” said Craig
Smith, VP marketing & strategic
planning at Coca-Cola Enterprises. “Retailers should utilise
the opportunity by stocking
special packs this October, and
take advantage of our full range
of dedicated PoS materials for
maximum awareness in-store.”
Coca-Cola has
also launched an
on-pack promotion aimed at
teenagers,
on
330ml cans and
500ml bottles of
Fanta, Sprite, Dr
Pepper and Oasis.
Consumers can
obtain free mobile
minutes with each
purchase until the
end of the year.
Product News
October 11-24 2011
Retail Express
www.newtrade.co.uk
7
MÜLLER’S MUTTLEY CREW
Louise Banham
M
ÜLLER is getting animated about the yoghurt category with the launch of a
£20million campaign to promote
its range.
A 90-second ‘Wünderful Stuff’ ad, featuring children’s favourites Yogi Bear, Wacky
Races’ Muttley and characters from Mr
Men transforming a grey and mundane city
into a mass of colour, aired simultaneously
across more than 50 channels for the first
time on October 8, and will continue to run
for the rest of the year.
The campaign also includes outdoor, cinema, press and digital advertising, as well as
promotions through social media.
PoS kits to promote Müller will be available
to the independent sector, which retailers can
obtain through most wholesalers or their symbol groups.
Müller is also working on an initiative to
provide category management advice to the
independent sector.
Its plan is to encourage consumers to
place the chilled yoghurt and pot dessert
category, which it says is worth £2.2billion,
higher up on their shopping list.
“The aim of the Wünderful
Stuff campaign is to get consumers to sit up and take notice of
the yoghurt category, and to
get them to see yoghurts and
the Müller brand in a new
and different way,” said Lee
Rolston, marketing director
for Müller Dairy.
The campaign follows a
relaunch of the core Müller range this summer,
which introduced blue
packaging on Corner,
Müllerlight and Müller Rice to give the
brand
uniformity
and improve standout in-store.
20
and
Snickers
Ice
Cream bars to improve
standout in freezers.
Tony Lorman, general
manager for Mars Baked
and Ice Cream, said the company is committed to driving sales
C
Pringles will add more flavour to the crisps and snacks
category next month when it
launches its ‘best-ever chip’.
Created using an innovative
new technique, which enables
the seasoning to be spread
across the whole chip, it promises to give consumers a more
intense taste.
Pringles will highlight the
improvement with a ‘Bursting with more flavour’ claim
on-pack and will support
the launch with an extensive
marketing campaign, including TV, print advertising and
PR. A range of PoS will also
the numbers
In the impulse sector alone, the
crisps and snacks category is worth
£469million. It’s a category that not
only drives footfall, but can encourage shoppers to trade up from one
planned purchase to a whole basket
– providing retailers have the right
offering, says LOUISE BANHAM
Fingers and is expected to
drive incremental sales in the
category.
The launch has an initial
promotional price ranging
from £1 to £1.35 for a limited
period, before going up to an
RRP of £1.99.
It will be backed by a £2million marketing campaign, including TV
advertising in November and PoS.
pendent retailers the opportunity
to grow their sales of crisps.
The PMPs will come in individual cases of the five flavours, as
well as a price-marked three-case
stacker stocked with Ready Salted, Salt & Vinegar and Cheese &
Onion flavours.
The core Walkers range is
worth £111million in the impulse sector and Walkers
believes this will help independent retailers
to grow sales
further.
“Research shows that pricemarked packs are critical in
achieving positive price perceptions in-store,” said Kieran
South, wholesale director for
PepsiCo UK&I. “We have made
a substantial investment in this
activity and are encouraging
retailers to maximise this incremental sales opportunity by
stocking up on the new Walkers
49p PMPs.”
To maximise sales, Walkers
suggests retailers stock them in a
prime position within crisps and
snacks, place a pre-merchandised
stacker unit close to the till to drive
incremental sales and site additional price-marked wobblers
and shelf edge labels
on the fixture to
grab the attention of customers.
Stock our new
price-marked packs
and you’ll move
lots too.
be available to help retailers
boost awareness.
“Our consumer research has
revealed that taste is one of the
most important factors in purchase decisions within snacks,”
said Fiachra Moloney, marketing manager UK and Ireland
for Pringles.
“We’re confident the new
product will not only be a success with existing consumers
through increased media awareness, but we hope to drive penetration with new consumers.
“Retailers should ensure
they are stocked up to make
the most of the opportunity.”
Focus on Crisps & Snacks
Retail Express
www.newtrade.co.uk
February 14-27 2012
Sources *Last 52 w/e June 2011 IRI data. **IRI Value sales w/e 22 Oct 2011.
Focus on Crisps & Snacks
February 14-27 2012
Engage and inspire our readers with highly
visual, high-quality executions across our
flexible platform
AS THE second most impulsive category in the market, effectively
merchandising products and executing it well is fundamental to
driving crisps and snacks sales.
Nick Stuart, customer marketing manager at United Biscuits,
says it’s now more important than ever that independent retailers
practice even better retailing disciplines, as the benchmark is
getting higher.
“Shoppers know when they enter a supermarket or a major
convenience store chain that they’ll be able to get what they want
at a reasonable price. Independent retailers, therefore, need to
blend their USP of offering great service, with stocking the
best-selling brands and passing on trade deals so that value for
money can be passed onto their customers,” he says.
He adds that retailers can obtain advice on getting the
most from their snacks fixtures, information on best sellers,
merchandising tips and planograms from United Biscuits’
Perfect Store website.
Paul Lettice, Procter & Gamble head of trade communications,
recommends that retailers ensure they have a varied range as
choice is a bigger driver in this category than share of shelf. “Additionally, sub-categories should be grouped together in singleserve, multipack and large sharing sections to make it easier to
shop,” he says.
“Retailers can use
their ShelfHelp
guide, which incorporates hints and
standards that are
easy to implement,
to merchandise
and make the most
of their crisps and
snacks category.”
Crisps and snacks
are the second
most impulsive
category in the
market
ADDITIONAL
DISPLAYS
SECONDARY displays are a must for crisps and snacks, particularly at till point, because with 43 per cent of shoppers picking
up crisps and snacks without visiting the main fixture, additional
areas are vital for driving sales. They should be placed in high traffic areas and close to other impulse products such as sandwiches,
soft drinks and beers, wines and spirits, to drive linked purchases.
PepsiCo recently carried out merchandising in-store trials,
positioning products at till point, which resulted in a 30 per cent
uplift in crisps and snacks sales.
Huw Davies, PepsiCo field sales director says: “Simply creating
secondary displays and merchandising based on eating occasions
– such as at-home sharing – can pay dividends. It’s also important
to use PoS. It not only signals to the shoppers what brands, flavours and promotions might be on offer, but also helps staff
to re-stock the shelves effectively.”
For its latest Walkers ‘What’s That Flavour’ campaign, the company has invested in the
impulse channel with the
introduction of smaller 32
case stackers and readyto-sell clips strips in mixed
cases of 24. They have
been designed to offer
value and allow retailers
with limited space to stock
mystery flavours alongside
the core Walkers range.
Tillpoint
displays can
grow sales by
30 per cent
Retail Express
www.newtrade.co.uk
Stock market leading flavours, such as Walkers’
core range, and build in special and limited edition products
Give the best-selling lines the space they merit
so customers have more chances to buy the
products they want
Ensure the crisps and snacks display is highly
visible and introduce secondary displays, particularly near the till point
Make sure shelf-edge labels are clear and up
to date
Provide shoppers with value for money and encourage extra sales by stocking and signposting
price-marked packs and products on promotion
Empty shelves will encourage customers to
shop elsewhere, so ensure you’re always
stocked up with the right products in the right
formats
Communicate deals and promotions on a daily
basis in a shop window or on an A-board outside
to attract customers.
McCOY’S has
launched an on-pack
‘Win tickets’ promotion to
increase awareness of its
sponsorship of the PDC
Premier League Darts.
products – Soft
& Fruity, Elevenses
bakes and new
Nutri-Grain Crunchy
bars, available Oats
& Honey
WALKERS has launched
three mystery flavours,
supported by
a multi-million pound
campaign, giving away
three £50,000 prizes
Smokey Bacon is the
most recent addition to
the PRINGLES range
KELLOGG’S NUTRI-GRAIN
brand is getting a new look
and is relaunching as three key
HULA HOOPS,
NIKNAKS, MINI
CHEDDARS,
SKIPS, DISCOS
and WHEAT
CRUNCHIES are
offering free music
downloads with
every purchase
KP has added
Jumbo Salted Nut
Mix and Jumbo Fruit
& Nut Mix to its range
21
Top 10 sharing crisps
LAUNCHES & PROMOTIONS
TOP TIPS
TWIGLETS Tangy
Worcester Sauce is back on
the shelves this year due to
popular demand
WARBURTONS has
launched an 85g mid-sized
format of its Baked Pitta
Chips, available in both price
marked and non-price
marked packs
Doritos
Pringles
Kettle Chips
Sensations
Walkers
Walkers
Extra Crunchy
Tyrrells
Private label
Quavers
Monster
Munch
SUNBITES has a new
Cheddar and Caramelised
Onion flavour
DORMEN SAVOURIES
are available in Indian
Korma and Mediterranean
Tomato & Herb flavours, in
sharing and single bags.
Top 10 cereal snacks
Kellogg’s Rice Krispies Squares Marshmallow
Kellogg’s Rice Krispies Squares Caramel
& Chocolate
Kellogg’s Nutri Grain Soft Bake Strawberry
Kellogg’s Rice Krispies Squares Totally
Chocolatey
Tracker Chocolate Chip
Kellogg’s Nutri Grain Soft Bake Apple
Kellogg’s Special K Ceral Bars Original
Tracker Roasted Nut
Cadbury Brunch Bar Raisin
Belvita Breakfast Biscuits Milk & Cereal
Top 10 handy packs
Walkers Big Eat Cheese & Onion
McCoy’s Flame Grilled Steak
Walkers Big Eat Ready Salted
Hula Hoops Beef
McCoy’s Salt and Malted Vinegar
Walkers Big Eat Salt & Vinegar
Mini Cheddars Original
Quavers Big Eat Cheese
Walkers Big Eat Prawn Cocktail
McCoy’s Cheese & Onion
“Having a good variety of crisps and snacks is an essential part of my business. I have around 100 different
types of crisps and in different formats because they appeal to different groups of people. For children, I have
things like Space Raiders, and then I have Walkers for teenagers and adults and premium crisps.
“I also make sure I have things like Snack a Jacks to cater for people who are trying to eat more healthily.
Breakfast bars also meet this need – the market is developing all the time with bars such as Go Ahead! and
Nutri-Grain being really popular. I get help from cash & carries, trade magazines and reps. Walkers recently
came in to put up a tower to promote its ‘What’s That Flavour?’ campaign.
“Independents need to start by focusing on key lines, then experiment with their crisps and snacks offering.
Use planograms and make sure it’s well presented. I see some newsagents with boxes of crisps to the ceiling.
It’s much better to have them displayed well.”
EFFECTIVE
HARIBO AD PUTS IT
TOP OF THE CLASS
HARIBO is reaching for the stars with a new TV campaign
to support its top-selling product Starmix. The ad began
earlier this month on TV and in cinemas and is a continuation of the brand campaign showing kids and grown-ups
playing together. Haribo will support the ads throughout the year with integrated marketing, sampling,
and PR activity. “The very essence of the
brand is fun and playful,” said Katy Clark,
marketing manager for Haribo. “We
hope the advert will bring a smile
to the face of our consumers. We can see them
conducting their very
own Haribo tests
at home.”
With new technology to lock in leaks, the UK’s No.1 selling nappy* is now
even dryer. Size 6 already accounts for 16% of Pampers carry pack sales,**
and with a price-marked pack now available it’s about to become
even more popular. It’s true, when it comes to bringing your
customers a better nappy we never rest.
Retailer viewpoint
Sergi Singh, Jackpot Wines, Hull
MERCHANDISING
7
-STORE retailers can
benefit from
some tasty sales,
thanks to Walkers’
price-marking
of
its standard bags
for the first time.
From March 5 the
manufacturer will introduce a price flash of 49p
on single bags of its
five core flavours.
seasonal cheer
Crunching
We really want to see those fingers
BURTON’S Foods is adding a
touch of glamour to the biscuit
category with the launch of
Cadbury Fabulous Fingers.
The new biscuit fingers,
which combine a thick outer
layer of Cadbury milk chocolate with an inner layer of
white chocolate, is the first
ever sub-brand for Cadbury
packs of four, with a price-mark
of £1.50.
The introduction of pricemarked packs follows feedback
from the independent sector.
The company has also launched
redesigned packaging for Mars
of the ice cream bar category as
a whole.
“There are six steps to executing ice cream well in-store,” he
said. “Ensure consumers know
you sell ice cream, make the
freezer easy to find, stock
best-selling lines, keep fully stocked all year round,
promote your range
in other areas of your
shop and keep your
freezer clean.”
Mars Ice Cream
plans to double its
marketing spend
to £2million
this year and
hopes to reinvigorate
the ice cream bar
sector, which saw a four
per cent fall in profits between
2008 and 2011.
Retail Express
www.newtrade.co.uk
Louise Banham
Salt & Vinegar, Ready Salted,
Cheese & Onion, Prawn Cocktail
and Smoky Bacon will all feature an on-pack price tag
communicating value
to consumers,
while giving
inde-
MARS PLANS TO WHIP Why
Pringles
UP ICE CREAM SALES is full of
M
6
Product News
February 28-March 12 2012
WALKERS BAGS TO DIFFER
RETAILERS
can stimulate their
chewing gum sales this
year, thanks to an interactive
promotion from Wrigley.
The ‘What’s next?’ promotion will
run for the next five months, offering five
consumers the chance to win a selection of
must-have prizes from the
worlds of fashion, art, music,
game and film. It will target 14
to 25-year-olds with a passion for
cutting-edge technology.
The promotion follows the recent
launch of sweet-to-sour citrus pear
flavour 5 Evolution.
Louise Banham
BUSINESS LUNCH
February 28-March 12 2012
Our new nappies
keep baby dry,
no matter how
much they move.
ARS Ice Cream
is investing in independents this
year to help them scoop
more sales.
The manufacturer will send
out sales reps to 10,000 independent stores throughout the
country and assist them in growing the category by offering advice and PoS. Retailers will also
receive help through a dedicated
customer careline, a trade website and PoS ordering line.
Mars’ pledge coincides with
the launch of a Twix Ice Cream
bar with an improved recipe,
after an eight-year absence from
the market.
For the impulse channel, Twix
Ice Cream will be available as a
single bar, RRP £1.35, and in
Largest distribution of all the trade press,
reaching 50,845 news and convenience
retailers*
Product News
KINGSMILL is giving youngsters food for thought by
launching the first phase of its campaign to support
this summer’s ‘Big Lunch’, a national curriculum foodfocused lesson programme. As one of the initiative’s sponsors, the company will be involved
in activity to drive participation. The first
phase will educate children aged
seven to 11 about food, while
other lessons will focus on
food hygiene, how food
differs around the
world and food
packaging.
Largest distribution of all
the trade press, reaching
50,845 news and
convenience retailers*
Retail Express
Retail Express
www.newtrade.co.uk
HEALTH
PRICE
DURING tough economic times, consumers are demanding
greater value from the products they buy and price-marked
packs respond to this growing need.
United Biscuits says visible value is vital to shoppers and that
65 per cent of impulse purchases for crisps and snacks
in convenience stores are because of promotion and packaging.
Mr Stuart adds that a recent test the manufacturer carried out
on price-marked packs generated a 13 per cent increase
in retail sales value.
To help convenience retailers compete with multiples on
offering value
to their customers, United
Biscuits has
a range of
range of
price-marked
products, offers
mixed cases
and has ongoing promotions
in wholesale
and cash &
carries.
Promotions
and packaging
influences 65 per
cent of crisps and
snacks impulse
purchases
SHARING
AS CONSUMERS continue to try and save money by opting to
entertain at home, the sharing sector provides a significant
incremental sales opportunity for retailers. And it’s in sharing
that consumers are willing to trade up to premium products. Nick
Hurst, director and founder of Burts Chips says consumers are
seeking out “quality convenience”.
“Over the last 12 months the significant growth has been in two
areas: discount stores and upmarket retailers, including quality
independents, which have grown at twice the pace of other food
retailers,” he says. “Retailers who embrace this trend as well as
continuing to offer great value will succeed.”
The trend for staying in more and picking up sharing bags has
also filtered through to the popcorn market. Butterkist, which
holds a 60 per cent share of the £49million market, has benefitted
from 10 per cent year-on-year growth. Sarah Brown, Tangerine
Confectionery senior brand manager, says it has seen increased
distribution for all of its Butterkist varieties across the market.
“The sharing bags category is the key success story of the moment, so large formats
capitalise on this,” she
says. “Retailers need to
ensure that they have
products which cater
to all consumer needs.
So whether they’re
looking for a sharing
pack for a big night in
or multipacks for on the
go snacking, there is
something to suit
all needs.”
Consumers are
willing to trade
up to premium
products in the
sharing sector
CEREAL BARS
THE CEREAL snacks market is worth £68million after growing three
per cent in value in the last year.
“Cereal snacks are bought by as many as 70 per cent of the
UK so it’s really important retailers make the most of this
opportunity and stock plenty,” says Lee Doherty, Kellogg’s head
of specialist accounts.
He recommends retailers have a varied range, including top
seller Rice Krispies Squares and products such as Kellogg’s Special
K bars, which are growing in popularity as they deliver on both
health and convenience. He also suggests retailers capitalise on
the trend for value by picking up £1 multipacks for some of its
bestsellers from cash and carry’s.
“Multipacks will continue to
remain important to shoppers as
we know price is the most important factor when it comes
to choosing what goes in our
shopping basket,” he adds.
70 per cent
buy cereal
snacks
AS SHOPPERS have become increasingly
more concerned with their health, the
market for healthier snacks has flourished.
Products such as Whitworth’s range of
fruit snack packs for adults and children
and Jack Link’s Beef Jerky and Chicken
Bites are growing in popularity as they are
low in fat and calories.
And big name brands are also addressing
the consumer desire for a healthier lifestyle.
Walkers’ Sunbites brand, which contains
30 per cent less fat than regular crisps
is now the fastest-growing ‘better for you’
brand from Walkers.
Nick Stuart, customer marketing manager at United Biscuits
says the company continues to make a number of nutritional
upgrades to some of its bestselling brand ranges.
“Some consumers don’t necessarily want to have to make
a conscious decision about buying and eating healthier products. They’re looking for nutritional improvements to their old
favourites,” he explains, using a further 30 per cent reduction in
saturated fat for McCoy’s as an example.
He says that while women have, historically, been the main
purchasers of healthier alternatives, United Biscuits has noted
strong sales growth among men and recommends retailers
also cater for them.
“Healthy eating and healthier alternatives continue to offer
significant profit opportunities for retailers. Independents that
don’t stock
the right mix
of healthy
products
will see their
business
suffer as
customers will
go elsewhere
to get what
they want,” he
adds.
Men are becoming
more interested in
healthier alternatives
and independents
need to cater for
them
Editorial Contacts
Features 2014
Editor Stefan Appleby
stefan.appleby@newtrade.co.uk
020 7689 3376
January
14 Spring confectionery, 2014 preview: RE work
shop, Healthy Eating
28 Roll Your Own tobacco, Breakfast, EPoS: 5 rea
sons to invest, Household Cleaning
Associate Editor Louise Banham
louise.banham@newtrade.co.uk
020 7689 3353
News Editor Tan Parsons
tan.parsons@newtrade.co.uk
020 7689 3379
Sales Contacts
020 7689 3367
020 7689 3370
020 7689 3372
020 7689 3366
Eszter Endredi
020 7689 3380
February
11 Confectionery: single/countlines, Crisps &
Snacks, Juices, squashes & smoothies
25 Big Night In; Chilled Food & Dairy; Food to Go;
Frozen Food
March
11 Tobacco; Energy drinks; Ice Cream; Bottled Beers
25 Retail Express Fascia Guide; Mints & gums; Water,
April
8 Chocolate; Single Serve Snacks; Health & beauty;
Price Marked Packs [new]
22 Tobacco: Legislation; Cider; Day-part
merchandising & meal deals [new]; Babycare
& busy mums
May
6 Summer Sport; Soft Drinks; Summer Alcohol;
BBQ
20 Sugar Confectionery; Festivals; Wine
June
3 Ice Cream; Butters & Spreads; E-cigarettes
17 Summer nights in; Own Label; Dental; Laundry
Rate card (£)
July
1 Breakfast; Beer & Larger; Picnic; Non-Alcoholic
Adult Beverages [new]
15 Cigars; Yoghurts, pot desserts & dairy drinks;
Paper Products
29 Confectionery: sharing bags; Fresh & Chilled;
Point of sale, display & equipment
August
12 Back to School; Pre-mix and RTD; Bread & Bakery
26 Christmas Confectionery; Energy Drinks;
Students & Young Adults; Core Grocery
September
9 Big Night In; Seasonal Cider; Halloween & Bonfire
Night
23 Take-home ice cream; Health & Beauty;
Price-marked Packs; Spirits
October
7 Roll your own tobacco; Mints & Gums; Lotteries
21 Christmas; Hot Beverages; Christmas Alcohol
[new]; Winter Remedies
November
4 Carbonated soft drinks; Cakes & Biscuits; Petcare
18 Tobacco; Big Night In; Batteries; Cheese
December
3 New Year; World beers; World foods; Easter
Preview [new]
17 2014 Review RE Workshop; Products of the year
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COVER STORY
FEATURE
@bw_mag
Consumers are looking for bargains – but the right kinds of bargains.
LISA MOORE looks at what you can do to help retailers help their customers
I
T’S hardly a secret that price-conscious consumers are searching
out bargains. But Tesco’s spectacular fall from grace with its dire
Christmas trading results prove that
one size, even a cheap one, doesn’t
necessarily fit all.
The retailer’s much criticised ‘Big Price
Drop’ campaign, launched last autumn,
appeared to fail at both ends of the shopper spectrum – not attracting enough
shoppers from the clutches of Aldi and
Lidl, while at the same time letting more
affluent consumers pass through the doors
of Sainsbury’s and Waitrose.
To its credit, Tesco has been quick to recognise the problem and is already looking
at a more tailored strategy in which stores
in economically squeezed areas will see
sharper price points and promotions to
prevent the exodus to the deep discount-
Better Wholesaling
have always tailored their offers to their
customer bases.
Patrick Mitchell-Fox of IGD explains:
“Price competition is intensifying –
Booker’s Charles Wilson started it with
his ‘prices down’ mantra and a lot of his
actions since have been devoted to
building value.”
He adds that since the economy has taken a turn for the worse, Booker’s strategy
has really chimed with customers, meaning other wholesalers have followed suit.”
But, he also points to the other side of
the value equation that wholesalers are
increasingly offering to customers – information, efficiency and convenience. He
says retailers want to feel they can spend
their time efficiently and effectively and
wholesalers can offer this by creating capsule ranges of products that allow retailers
to make a ‘one-stop shop’ for store basics.
It has never been a better time for wholesalers
and suppliers to help their customers get the
balance right. After all good, independent
businesses have always tailored their
offers to their customer bases
www.betterwholesaling.com
ers, while outlets in better-off locations
will see a sharper focus on quality
and service.
The value equation, as Tesco has
learned to its cost, is a complicated one
that can be as much about quality, range,
service and convenience as it is about
price, depending on the customer base.
This means it has never been a better
time for wholesalers and suppliers to help
their customers get the balance right.
After all good, independent businesses
A monthly magazine that provides
wholesale staff with action-oriented,
authoritative and easy-to-read
information that promotes best
practice and helps to grow sales.
5
Weeks spent by
retailers in cash &
carries each year
“A wholesaler does not have to be the
cheapest line-by-line – the service area has
certainly opened up as well. Increasingly,
wholesalers are also offering insight, information and ready-made solutions around
core ranges and recommendations.”
Delivered wholesaler Palmer and Harvey
is one of those operators that has realised
that value isn’t just about the prices of the
products it sells. In December, it launched
a price-match initiative across 600 of
its biggest brands that it benchmarked
against competitor cash & carries – something it says covers nearly 60% of its nontobacco convenience sales. However, at the
same time it has also calculated how many
hours – and pounds – a retailer spends
restocking in a cash & carry. It claims
retailers spend nearly five working weeks
a year in cash & carries, which could be
costing them nearly £5,000 if lost in-store
management time, van running costs, extra staff cover and lack of 14-day interestfree credit are taken into account.
Betterwholesaling.com FEBRUARY 2012
DEPOT DOCTOR
IN ASSOCIATION WITH
SOFT DRINKS,
HARD CASH
Audience of depot level decision makers:
4,111* depot managers, buyers, directors,
and development managers
13
3/ the cure
1/ The right range
It is key to stock best selling soft drink categories, such as cola. Be aware of trends, such as the
growing demand for energy drinks, like Mountain Dew Energy, which can help boost sales. Consider
all your customers. Licensees might need glass formats, rather than the PET format a retailer requires.
2/ The right advice
Are you looking after the health of your soft
drink sales? Get a full checkup with Britvic
soft drinks depot doctor ADRIAN HOWE
Cash & carries can be business advice centres. Research trends,
like the increase in popularity of cold hot drinks such as Lipton Ice Tea, so
you can tell customers about them. Speak to customers regularly in depot
and when they are at work or at home by email and direct mail.
3/ A logical layout
Ensure all products are
visible, by avoiding single facings,
managing your lower performance
SKUs and palletising brands that
deserve space. Place related subcategories, such as cola and carbonates, next to each other in-depot.
Group categories that complement
each other, such as soft drinks,
snacks and confectionery.
1/ the symptoms
Soft drink sales are currently
worth £639m in cash & carry
and growing at 2.3%, but this
growth is only half that of total
sales growth in cash and carries
(IGD, Grocery & Foodservice
Wholesaling, 2011).
With soft drinks growing at
6.3% in the total market over
the last year, it seems that
there is a great opportunity for
wholesalers to capitalise on the
scale and opportunity of soft
Address key issues at wholesale level to
improve service and increase your sales
drinks (Nielsen Scantrack Total
Coverage, MAT to 28.01.12).
If cash & carries increased
their sales by the same growth
as the total market, £24m of
sales would have been added to
the industry.
Making small changes to
range and layout ensures
the fixture is easier to shop
and ultimately helps drive
growth levels that match
the total market.
6.3%
The total
market
growth in
2011
4/ for better health
1/ A new range
Work with your suppliers to analyse the current
range and how it could be evolved. Try to make sure
fixture layout is simple, dedicating more space to the best
selling brands.
2/A dedicated area
2/ the DIAGNosIs
Improve wholesaler insight and help them
to develop better relationships with their
customers
wrong
products
1/ The
Cash & carry shoppers
often rely on the same
range that they always
buy, or focus on the top
impulse lines only. However, stocking a broad
range that meets all
consumer needs, incorporating best sellers and
new products, will help
to grow sales.
22
MARCH 2012
Not knowing
customers
2/ your
It’s important not to take
a ‘one size fits all’ approach
and to appreciate different
customer types. Although
retailers deliver most soft
drinks sales, caterers bring in
35% of soft drink sales and
should be catered for with the
right products in the right
formats. One idea would be
for depot managers and staff
to speak to customers on their
visit to the depot to find out
what they want.
easy
3/ toNotshop
Time is precious for depot customers, and it is
important that both the
main fixture and wider
depot floor are easy and
logical for people to shop.
The main reasons for
lack of purchase in depot
are either out of stocks
or not being able to find
the product in depot.
Creating a dedicated soft drinks area in depot can
help make shopping easier. Signposts placed throughout
the depot will also help customers find it. Break the fixture
into different segments (cola, pure juice, energy drinks)
and formats (bag in a box, on-the-go, take home) to make
shopping simpler.
3/ Category advice
Offer engaging business building advice at the main
soft drinks fixture to help customers maximise their soft
drinks sales. Help customers understand the category, suggesting which brands and formats they could stock, as well
as what deals they might offer in store. Keep it simple and
focus on the opportunities soft drinks present.
Creating a dedicated soft drinks area in depot can help make shopping easier.
Signposts placed throughout the depot will also help customers find it
Betterwholesaling.com
Betterwholesaling.com
MARCH 2012
23
Features 2014
January
Focus on Own Label
Price-marked Packs
Technology
Foodservice: Fast Food
February
Tobacco
Confectionery
Alcohol
Sourcing & Sustainability
March
Hot Beverages
Frozen Food & Ice Cream
Toiletries & Grooming
The Big Scottish Focus
Alcohol: Larger, Ale & Cider
Biscuits, Cakes & Desserts
Sugar Confectionery
April
SUMMER SPECIAL
Focus on Summer
Energy Drinks
Crisps & Snacks
Foodservice: Pubs & Bars
July
Tobacco
Back to School & Freshers’
Week
Laundry & Homecare
Foodservice: Hotels &
Restaurants
May
WHAT TO STOCK
Soft Drinks
Petcare
Breads & Spreads
August
Price-marked Packs
Breakfast
Halloween & Diwali
June
Focus on Buying Groups
November
Tobacco
Soft Drinks
Chinese New Year
Petcare
Confectionery
September
CHRISTMAS SPECIAL
Focus on Christmas
Hot Beverages
Ethnic Foods
Batteries
December
The Wholesaler Roundtable
Top 25: Review of the Year
Spring Confectionery
Home Baking & Fresh
Bakery
October
Big Night In
Dairy & Chilled
Seasonal alcohol
Winter Remedies
Foodservice: Cost Sector
DEADLINES
Editorial: 20 days prior to cover
Editorial Contacts
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elit.rowland@newtrade.co.uk
020 7689 3355
020 7689 3367
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020 7689 3353
020 7689 3372
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020 7689 3379
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020 7689 3380
Sales Support Executive Marta Dziok
020 7689 3354
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020 7689 3354
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DIGITAL
betterRetailing.com
The online hub aimed at supporting enterprising independent convenience
retailers with a site full of ideas, tools and resources to help grow their business.
The only trade communications website with regular content written by
leading independent retailers
Retailer profile photo galleries, videos and more
Category management advice & downloadable planograms
Responsively designed, easy to navigate site looks great on any device
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Video
We can produce a wide range of proffesional videos to suit your
needs. Please give us a call to discuss options and see examples
Digital Executive Ryan Mulchrone
ryan.mulchrone@newtrade.co.uk
020 7689 3385
020 7689 3367
betterRetailing is
a fantastic site for
independent retailers,
providing invaluable
business advice that’s
really targeted
to our shops
Jai Singh,
Singh’s Premier,
Sheffield
Events
Events
My energy
drinks sales have
gone through
the roof
Build lasting
relationships,
find retailer
advocates, grow
Harry Goraya, Nisa Local, Northfleet
support for your
on taking part in the 2011
brands and gain
Open More Business project
for Coca-Cola
insight from leading
Enterprises
independents through
our range of events.
The Independent Retail Show
Meet highly engaged and ambitious news and
convenience retailers looking for solutions to
help develop their business
The largest independent-focused conference
with an audience of more than 300
independent news and convenience retailers
Share market moving ideas, grow awareness
of your brand and category objectives and win
the support of influential retailers through
speaker opportunities
Build relationships with retailers and other
leading industry figures through networking
opportunities
Promotional feature
Steve’s results
Budget and big brands
were separated
Networking Opportunities
Build relationships with independents and
get close to the channel through leading
networking events, where you can discuss
key issues, gain insight and work with leading
influential retailers
Coverage of our roundtables and workshops
spreads market moving ideas
In-Store Activation
Engage and share best practice through
our bespoke projects, by showing proactive
retailers how to implement your advice
in-store
Advocate in-store success through coverage
in print titles to more than 40,000 retailers
Big brands were moved
higher up the display
fixture to boost sales
38%
*
increase in revenue across
entire biscuit range
99%*
increase in revenue
from the big brands
Steve Robinson has reduced waste and increased
his profits by streamlining his biscuit range.
Steve says: “I use planograms all
the time but it was useful for me to
have UB come into the shop and see
them actively implement their own
one. After talking to Jo I understand
the logic behind planograms better
and it’s nice to see a big supplier
putting the time in to work with us
smaller retailers. It was great working with them and I’d definitely do
it again.”
fixture. Steve has since seen a surge in
sales of chocolate biscuit products which
had previously not been popular, selling
an additional 138 units, which is a 575%
increase.
“Our customers are finding the products they want a lot more easily than
before, which inevitably boosts sales. It
also reflects well on us as a business if
customers can see exactly what we have
to offer now.”
S
of his biscuit range without compromising
his best selling budget brands. UB category
manager Jo Gregory clearly separated the
budget and big brands so customers could
see the wide variety of budget biscuits.
Six weeks on, and Steve’s streamlined
biscuit offering has resulted in reduced
waste and increased profits.
“We’ve definitely sold more of our
pricier brands since the changes were
made, and it didn’t affect the sales of our
value brands either. We have permanently delisted the two variants of economy
biscuits that UB advised us to remove,
and replaced them with some premium
products which are new to us, that so far,
are selling well.”
As budget biscuits were Steve’s bestsellers and main focus, there was a lot
of scope to push sales of other biscuits
such as chocolate biscuit bars. Jo moved
these from the bottom to the top of the
£00,000
United Biscuits’ Jo Gregory says:
“It’s been brilliant to take the
principles from the Perfect Store
website and apply them in-store to
prove that they really work. It was
great that the shops needed a different set of changes, one concentrating on range, the other focusing on
merchandising, but both delivering
brilliant results. Applying the advice
from the site is very straightforward
and we hope that other retailers
realise the sales opportunity by
merchandising their biscuits correctly and stocking the right range
of products.”
Visit www.
ubperfectstore.
com to find out
how UB’s advice
can help you
achieve great
results.
James’ results
Grouped premium
products together at
beginning of the aisle
Crackers and crispbreads
separated from sweet
biscuit lines
22%
Perfect endings
ix weeks ago, James Brundle was
Two retailers struggling
struggling to understand how to
make the most of the premium
to get to grips with their
biscuit range in his 1,800 sq ft store
biscuit merchandising in Walthamstow,
and Steve Robinson
help to make the biscuits display
have managed to turn wanted
in his 1,200 sq ft store in Streatham more
their displays into profitable.
With advice from United Biscuits and its
real money-spinners ‘Perfect
Store’ range and display initiative,
following expert advice a series of changes were made on-shelf. Six
weeks on, the two retailers are enjoying
from United Biscuits. thriving sales.
Here we look at the Steve Robinson
changes they made Steve wanted to increase the overall sales
25
Promotional feature
James Brundle
At the start of the project, James said he
wanted to focus on his premium biscuits,
a popular range he felt he could build on.
Jo grouped these lines together in a onemetre bay at the beginning of the aisle
and James has seen a huge uplift in sales.
“Grouping all our premium products
together was the best thing we could have
done. I have since extended our premium
lines and added a few new products to
that part of the fixture to keep momentum going.
“I could do this easily as UB had left
me space to add more lines, so it means I
haven’t sacrificed other types of biscuits.”
Jo also recognised that while James had
a great range of biscuits, they needed to be
merchandised more strategically, grouping the bestsellers together and splitting
up the core lines from the crackers and
crispbreads, which benefitted from a 32%
increase in sales as a result.
These changes have also resulted in an
overall sales uplift, and James now has
new merchandising knowledge he can
apply in the future.
“Within a few days of UB coming in, I
noticed improved sales. It’s easier for me
to visualise where I should put any new
products, as the fixture is split so clearly
into categories. That means it’s easier for
my customers too”
*
increase in revenue across
entire biscuit range
24%*
increase in revenue from
premium products
Retailer James Brundle says the ‘second opinion’
he got from United Biscuits has been ‘priceless’
James says: “No matter how well
you think you know your shop, it’s
always good to get a second opinion
and I’d recommend all retailers to
do so. Getting the clarity I needed
on this particular area of the shop
has been priceless. I’m going to
keep the fixture the way it is now
because it’s working so well for me,
and I’ll use the UB website to keep
up to date with the planograms so
that my sales keep increasing.”
* Figures relate to sales uplift six weeks after United Biscuits made changes compare d with six weeks prior to changes
Local Shop Summit:
Winning the battle for sales
24
UNITED BISCUITS
* Figures relate to sales uplift six weeks after United Biscuits made changes compare d with six weeks prior to changes
Generate leads and build strong relationships
that help business-minded retailers increase
their sales and your profits
Face to Face Contacts
Sales Contacts
Head Of Engagement
Hayley Pavlou
hayley.pavlou@newtrade.co.uk
020 7689 3368
020 7689 3367
Events Operations Manager
Caroline Cronin
caroline.cronin@newtrade.co.uk
020 7689 3369
020 7689 3366
Marketing and Events Assistant
Emma Wilson
emma.wilson@newtrade.co.uk
020 7689 3384
Account Executive - Events
Jade Ritchie
jade.ritchie@newtrade.co.uk
020 7689 3382
@iaacademy
Independent Achievers Academy
Independent
Achievers Academy
www.iaacademy.co.uk
Develop, inspire and recognise independent
retailers through the Academy, our leading
business development and recognition
programme. The nine month programme
shows retailers what is required to achieve
the highest possible standards across
12 key categories of retailing, providing
invaluable advice on how to implement best
practice in store. Sponsor advice is shared
through the Academy’s editorial programme,
providing greater reach and added value over
competitor Awards, and successful retailers
are recognised for their achievements at the
Gala Dinner in November.
The Guide to
Better Sales
& Profits 2012
www.iaacademy.co.uk
INSIDE
46 GREAT
IDEAS FOR
YOUR SHOP
2012 IAA
AWARDS
ARE NOW
OPEN
ENTER FREE
TO GET EXTRA
BENEFITS
WIN!
YOUR CHANCE
TO ATTEND A
MARY PORTAS
RETAILING
MASTERCLASS
Share best practice and insight with independent
retailers across the UK
Build relationships with leading retailers and win their
support
Invest in a credible platform, from which you can
communicate your brand messages
Demonstrate your involvement to over 40,000
news and convenience retailers with comprehensive
coverage in Retail Newsagent, Retail Express and
betterRetailing.com
Face to Face Contacts
Sales Contacts
Head Of Engagement
Hayley Pavlou
020 7689 3368
020 7689 3367
Events Operations Manager
Caroline Cronin
020 7689 3369
Marketing and Events Assistant
Emma Wilson
emma.wilson@newtrade.co.uk
020 7689 3384
020 7689 3366
Account Executive - Events
Jade Ritchie
jade.ritchie@newtrade.co.uk
020 7689 3382
26
The IAA helped
me improve my
business by showing
me what other retailers
are doing.
I incorporated these
positive practices into
my business too
Roli Ranger,
Londis Ascot
8 July 2011 Retail Newsagent
ACADEMY
IN ACTION
27
Retail Newsagent 8 July 2011
In association with
Making your shop more environmentally friendly doesn’t
have to be a costly exercise and, long-term, it can make a
difference to your profits. PepsiCo and Chris Rolfe visited a
shop in Norfolk to find out how its owners are making their
shop sustainable and promoting healthy eating.
10
PART
PepsiCo’s Kate
Woolf talks to
Mark and Carol
Stubbs about
their use of
recycled
equipment
Environment & Health
Pre-visit
Mark &
Carol
Stubbs
Dereham News,
Dereham, Norfolk
“We took over this
store a year ago and
made sure we did our
best to recycle existing
shopfittings and buy
environmentallyfriendly chillers and
lighting while we
were fitting it out,
even if this was more
expensive. We’re keen
to do what we can to
help the environment,
whether that’s through
recycling, stocking
local products or
reducing the mileage
caused by
deliveries.”
Kate
Woolf
Media relations
manager, PepsiCo
“For entries in to this
year’s awards I’m
looking for stores who
make sustainability a
core part of how
they operate.
Having moved in to a
bigger store I’m keen
to see what decisions
Mark and Carol have
made along their
journey to make their
store and staff healthier, greener and commercially more successful.”
R
etailers have a responsibility to take an environmentally-friendly approach to
business and play their
part in encouraging customers to
live healthier lifestyles.
Whether you have a refit that
incorporates environmentallyfriendly equipment, change the way
stock is sourced or delivered, stock a
good range of healthier products or
reduce the number of carrier
bags you use, there are a multitude of large and small.
Norfolk retailers Mark and
Carol Stubbs understand this and
have worked hard to implement
a health-conscious and environmentally-friendly ethos in their
one-year-old store.
Kate Woolf, PepsiCo’s media relations manager visited their shop in
Dereham to find out more.
1
Offer healthy
and locally-sourced
produce and
consolidate local
deliveries to
reduce carbon emissions
MARK EXPLAINS THAT while the
shop only has a small number of
locally-sourced products, this is a
range he and Carol plan to extend,
and they have been in contact with
local suppliers.
“You already source local produce
so you could highlight where it
comes from on the fixture by labelling on the shelf edge strip”
“You could also use leaflet drops
via your home news delivery to
update local customers on the improvements you’re making.”
Carol explains that they have also
been working to consolidate deliver-
Tips of the Day
Post-visit
Ensure you
stock locallysourced products,
promote these lines
and tell customers
where they
come from
Mark &
Carol
Stubbs
Save yourself
money by re-using
items you already
have in your shop
Dereham News,
Dereham, Norfolk
ies, trying to buy supplies from one
source. “Having more items delivered by wholesalers saves us driving
to the cash and carry three times a
week,” she says.
CAROL EXPLAINS THAT the store was
previously a Threshers and that she
and Mark were keen to recycle as
many of the existing shop fittings
as possible when refitting.
They used shelves from the
Threshers layout to build shelving
and a desk in the back office.
Mark adds that the couple
also introduced energy-efficient lighting and chillers.
“The chiller is very efficient and
has saved us money. Our electricity bill is markedly lower because
we need less air conditioning. We
also have low-noise emissions to
help our neighbours.”
Kate asks what else the couple are
doing now the shop is open.
“Cardboard is separated and
recycled and the rubbish is sorted so
we send less to landfill,” says Carol.
Invest in
environmentallyfriendly solutions.
Use energysaving light
bulbs and
recycle your cardboard
Encourage
customers and
staff to live a
healthier
lifestyle by
stocking
healthier alternatives
Invest in low-energy
lighting and
chillers. It
might seem
expensive but it
will pay for itself
long term.
KATE ASKS HOW Carol and Mark use
their range of products to help give
customers the option of a healthier
lifestyle.
“Kids buy a lot of sweets and
drinks but we make a point of offering a good range with healthier, low
sugar or sugar-free options,” says
Carol. “We choose stock that has
no artificial colours and flavours in
sweets as much as possible. We’re
lucky that Haribo is popular, but
that it also has no added sugar and
colours.”
on-pack promotions on food and
drink related to health initiatives
and promote them to customers.
“There are sports promotions on
Lucozade and Abbey Wells offering
things like free swims, for example,
so we actively point these out. It’s
something we need to be involved
in and are looking into more,” she
says.
5
4
2 3
Consider
introducing
a reward
Get involved
scheme for
in local and
customers
national
who re-use
initiatives
their shopping bags
such as
WHILE MARK AND Carol haven’t
Change4Life and
considered a reward scheme to
decrease bag use, they have been
encourage staff and
working to cut the number of bags
customers to do likewise given to customers.
MARK AND CAROL EXPLAIN that
community involvement is very
important to the store and that they
have supported the local area by
sponsoring a girls’ football team.
Carol adds that staff look out for
“We only give out bags when
people ask for them and ask people
whether they need bags for their
cards. Our usage is much lower,”
says Carol.
“Mark adds that Threshers left a
lot of carrier bags behind and, while
these can’t be used in the shop, he
has made use of them elsewhere.
“Why throw them away? We use
them for deliveries to local schools,
elderly people and hospitals,” he
says.
To watch a video of this store visit
go to http://www.betterretailing.
com/brtv/
The Independent
Achievers Academy
is a learning,
development
and recognition
programme for
independent
retailers. If you
think your shop
excels at being
environmentally
friendly, let us know.
Phone us on
020 7689 3369
or email iaa@newtrade.co.uk
www.iaacademy.co.uk
“We will definitely look
into extending our
range of local products.
Kate’s suggestion that
we promote this via
our deliveries and point
the range out in store is
a good one and something we will look to do.
We don’t like to waste
anything and are
keen to do what we
can to help the environment, so we will
look for more ways
to do this in
future.”
Kate
Woolf
Media relations
manager, PepsiCo
“I admire Mark and
Carol’s initiative to save
on landfill by recycling
the timber and metal
matrials left by the previous owner. They made
a conscious investment
in to the installation of
a larger, greener chiller
unit which has not just
made a difference to
their carbon footprint
but they’ve save money
on electricity and they
are making more money
from that space which
is proving long term
reward.”
Sales Contacts
020 7689 3367
Editorial Contacts
Retail Newsagent Chris Gamm
chris.gamm@newtrade.co.uk
020 7689 3378
Customer Contacts
Managing Director Nick Shanagher
nick.shanagher@newtrade.co.uk
020 7689 0600
Account manager Jan De Iulio
020 7689 3366
Retail Express Stefan Appleby
020 7689 3376
Head of Engagement Hayley Pavlou
020 7689 3368
Account manager Will Hoad
020 7689 3370
Retail Express Louise Banham
020 7689 3353
Account manager Kate Ellis
020 7689 3372
Better Wholesaling Elit Rowland
elit.rowland@newtrade.co.uk
020 7689 3355
Finance Manager (Consultant)
Sarah Elkins
sarah.elkins@newtrade.co.uk
020 7689 3356
betterRetailing.com Steve Denham
steve.denham@newtrade.co.uk
07769 596 608
Energising Independent Retailers
Events Operations Manager Caroline Cronin
020 7689 3369

Newtrade media pack 2014

Transcription

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