Newtrade Publishing Energising Independent Retailers media pack 2012

Newtrade publishing media pack 2012 | 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

!" Retail Newsagent !# Retail Express !$ Better Wholesaling %! Face-to-face In-Store Activation Networking Opportunities %% Local Shop Summit %& Independent Achievers Academy %' Testimonials %" betterRetailing.com %# Classi(ed %) The Fed

2 | Newtrade publishing media pack 2012 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 con!dent in !nding the right solution for your trade messages. We produce high-quality communication solutions that provide you with "exibility, reach and return, ensuring you always speak to your customers in the way that works best for you.

Why Newtrade?

Q Get your messages seen by more decision makers as we have the biggest reach in the channel*

Q 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**

Q 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

Q Be con!dent 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)

Newtrade publishing media pack 2012 | 3 @retailnewsagent

Retail Newsagent

The only paid-for trade magazine for independent retailers –providing in-depth retailer-focused business advice in high-quality format.

Q Reach an audience of 13, 384* engaged news and convenience retailers, who choose to pay £1.95 per week in a market of free titles

Q Most read and most recommended title by UK independent retailers**

Q Weekly title provides opportunities to target disciplined retailers with your time-sensitive campaigns

(*ABC total average net circulation per issue (1 Jul 11 – 30 Jun 12)) (**him! Cash & Carry research 2011)

Features 2012 Editorial Contacts

January May September Editor Chris Gamm 6 Tobacco: RYO & economy 4 Confectionery: sharing 7 Collectables [email protected] Breakfast Barbecue 14 Tobacco: cigars 020 7689 3378 13 Confectionery in-depth: 11 Summer spirits, Bakery Halloween spring Fairtrade 18 Confectionery: 21 Confectionery in depth: Features Editor Chris Rolfe 20 Diet drinks – EPoS mints & gums Christmas, Hot drinks 27 HND 25 Soft drinks in depth 28 Batteries, HND [email protected] Own label 020 7689 3362 February October 3 Snacks: crisps, Big night in June 5 Snacks in depth: Christmas News Editor John Hayward 10 Collectables 1 Beer, Rice, pasta & sauces Frozen food [email protected] International food & drink 8 Tobacco: cigarettes 12 Christmas soft drinks 020 7689 3358 17 Tobacco in depth Kid’s magazines Hot snacks Household cleaning 15 Chilled: dairy 19 Chilled: yogurts & desserts 24 Bestsellers: Magazines 22 Confectionery in depth: 26 Alcohol in depth: Christmas Male grooming sugar British food CTN World preview Sales Contacts 29 Healthier snacks March November Account Director Mike Baillie Health & beauty 2 Bottled Beer, Bread 2 Winter ice cream [email protected] 9 Snacks: cakes and biscuits July OTC medicines 020 7689 3367 Pre-mix and RTD drinks 6 Water, Cereal Bars 9 Pets 16 Soft drinks in depth 13 Sharing snacks 16 Tobacco in depth Account Manager Jeremy Fordrey Confectionery: countlines Puzzle magazines Saoup & ready meals [email protected] 23 Female grooming 20 Back to School 23 Laundry, Cheese 30 Ice cream in depth 27 Tobacco in depth 30 Own label, Babycare 020 7689 3366 Food to go Refrigeration December Account Executive Will Hoad April August 7 IAA SPECIAL [email protected] 6 Tobacco, Cider 3 Kids snacks New year 020 7689 3370 13 Sports & energy drinks Money machines 1 Seasonal impulse: Easter Desserts & puddings 10 Greetings cards Partworks Account Executive Kate Ellis 20 Snacks in depth, Hot drinks 17 Soft drinks, Point of sale, 21 Top Products 2012 [email protected] 27 Wine display & equipment Squashes, juices & 020 7689 3372 24 Bestsellers: Magazines smoothies Pricemarking 28 Diet products 2013 preview 31 Chocolate confectionery Production Coordinator Annuals Eszter Endredi [email protected] 020 7689 3380

4 | Newtrade publishing media pack 2012 34 23 March 2012 Retail Newsagent Retail Newsagent 23 March 2012 35 INNOVATION

FREE DO DEALS AUTOMATIC FACE UP IDEA! Mandeep Singh Raj Aggarwal Premier Singh’s, Londis, Wigston, Leicester Changing the Sheffield Many products in petrol stations are CHECK You’ve got to go out and on spring-loaded shelves so that as an YOUR do deals: be cheeky and buy item is taken out, it automatically fac- Retail Newsagent way we cleverly. If you’ve got a half-decent store es up the display. I’ve installed 3.75m MAGS you’re a valuable customer to your whole- of shelving like this from Beemak Ian Taylor saler and have room to bargain. I ask: and it’s cost £800, but as it saves Portgordon Stores, “What can we do for £1 that’s branded and I SPENT an hour of sta! time a day and Buckie, Moray a good deal for customers?” We’ve been has a three-year warranty, WORK You can save money on concentrating on £1 items like four-packs this will save us more than your magazines at the click of To!ee Crisp or Mars bars, making 20% £800I MADE £6,000 in that time. of a button. We use Men- from them and selling zies’ website to check our I SPENT nearly £1,600 worth saving of %','$" range, look at our sales his- a week. * FREE IDEA! tory for the last six issues and amend the quantity £1,280£1,280 FREE or remove it all together. on stock per week £2,329per year FIX YOUR It changes the delivery for IDEA! FRIDGE the very next morning and I MADE Reach an audience of

exclusive WHILE THE can save you a fortune in MULTITASKING SUN’S NOT cash flow. If Menzies sends James Brundle you 10 magazines at £5.99, £320 Spar, Walthamstow, London SHINING profit BUSINESS Dean I SPENT but you only want two and We’re making the most of FREE change it, you’ve saved our sta! by having them A LITTLE IDEA! to Holborn a couple of hours yourself £48. multitask. We have a baker Holborns, of my time for our in-store bakery and AND OFTEN IDEAS Redhill, Surrey I MADE I SPENT when things are quiet, Vip Panchmatia Now is a he starts making freshly- Hexagon Store, Andover, 13, 384 engaged independent great time a functioning, clean made ready meals. For his Hampshire MAKE & SAVE to clean and chiller ready for £0 days o!, he prebakes the Rather than baking ev- restock your the ice cream sales I MAKE bread and a member of erything in the morning season constant savings money ice cream fridge, sta! finishes it o!. and seeing sales dry up by in time for the bet- by avoiding The best way to I SPENT lunchtime we’ve been I SPENT It doesn’t have to cost a fortune ter weather. Get lots unwanted increase margins baking a little and to innovate your business. Here of boiling water and pour it in. magazines is by doing as often throughout the By doing this you can defrost it much as you can £0I MADE day and getting the retailers, who choose Tom Gockelen-Kozlowski gets within 20 minutes. yourselves. smell around the £0I MAKE probably shop to make our an extra some of the UK’s best retailers thousands customers hungry. to reveal their top ideas FREE We were selling 50 IDEA! or 60 products a day but that’s now gone up £60per day deas and innovations are the lifeblood of success- TURN YOUR to 110. With margins of ful businesses, ensuring that they never stand STAFF GREEN 40%, that’s excellent. still and become stale. But, while the multiples I SPENT to pay £1.95 a week despite can employ hundreds of people to make sure the Paul Cheema FREE I I SPENT Costcutter, Coventry next great idea belongs to them, for smaller operations, time building IDEA! where each member of sta! must work hard to keep the the confidence We’ve reduced our energy doors open and the tills ringing, finding time to go out consumption by train- £0 of my staff I MADE and gather inspiration from conferences, store visits or ing our sta! to make sure valuable meeting suppliers can be a real challenge. GIVE STAFF I MADE they unplug appliances, USE EVENTS AS A RN has therefore collected 50 brilliant tips from some dedicated and keep chiller doors shut and management AUTONOMY TRAINING OPPORTUNITY experiences of the best retailers in the UK which you can imple- Sunder trained staff switch lights o!. ment in-store today. Alkesh Gadher for staff 8 free alternatives Covering everything from new product ranges, tech- Sandher Best-one, Isleworth, Greater London I SPENT FILL IN nology and in-store services to marketing, store layout, S&S Londis, Leamington Spa I SPENT We’ve been increasingly involved with the financial assistance and the way you run your store, I’ve just trained eight members of sta! time training community and are using events as training THE GAPS these ideas are simple and have been tried and tested in for a new shop and after three days I’m my staff opportunities for sta!. Every time there’s an John Green JR Green Newsagent, Sawtry, Cambridgeshire stores just like yours. confident that they could easily run I MADE event like a Harvest fair we nominate some- £1,300I’M MAKING Not only that, they are also mostly very cheap - 21 it without me. I’ve put one woman in almost body to take charge of it. They organise prizes We focus on news and magazines, are completely free - but can all have a dramatic e!ect charge of bakery and told her its suc- and donations and work with the community but recently put in a chiller when the on your profits, costs, community spirit or general ef- cess is down to her. It’s given her a real associations. It’s a brilliant free way to work grocery shop next door closed. We’re ficiency as a business. passion for it and she’s working in her on their management and organisational £2,000extra sales per now making sales of £2,000 a week on You might not be in a position to invest in a signifi- own time, creating charts and graphs £1,000in 12 skills, as well as showing that our business week grocery from products such as fresh cant all-store refit, but you can use small changes to to record the growth in sales. cares about local issues and events. bread and milk, tins and packet foods. make a big di!erence. Can you a!ord not to read on? months »

24 23 March 2012 Retail Newsagent Retail Newsagent 23 March 2012 25 10 30 September 2011 Retail Newsagent Retail Newsagent 30 September 2011 » 11 PROFITS FROM The opinions on this page do not PRICEMARKING necessarily represent those of email [email protected] Pages the editor 33-35 tel 020 7689 0600 Letters may be altered by the editor

fax 020 7689 0700 RETAIL NEWSAGENT for reasons of clarity or of length

Independents set to lose out Cigarette promotion Top prizes to be won Lower ABV Packaging redesigns for Silk Cut Limited edition lines Sunday trading will to mults if Sunday trading laws redirect Olympic are suspended for the Olympics for Skol spend from indies Carlsberg is reducing the £30k from strength of its Skol lager JTI offers retailers We are ba!ed and horrified to take advantage of a gov- at the chancellor’s suggestion ernment scheme o!ering that Wednesday’s Budget will favourable duty rates on include a ‘temporary’ suspen- Royals mint lower ABV beers. autumn incentives sion of Sunday Trading laws From this month, Skol nationwide over eight weeks by Steven Lambert our share in the value for will be brewed to an ABV by Steven Lambert during the largely London- money cigarette mar- of 2.8%, down from its New season centric Olympics. Retailers can win £30,000 ket – the fastest growing previous level of 3%. The JTI is giving retailers at Tyrells This proposal was put before worth of prizes as part of segment in the category changes mean the brand extra incentive to stock its Premium crisp label parliament as a Private Mem- British American Tobacco’s and currently worth £3.7bn will now fall in line with Silk Cut cigarettes with its Tyrrells is replacing its bers’ Bill last year and was very plans to celebrate the 20th – with the launch of our new laws o!ering reduced latest range of packaging limited edition summer widely opposed and subse- anniversary of Royals. previous limited edition duty rates on beers of redesigns across its 20s flavour with a new winter quently withdrawn. Just as it While details of the pack last year. We expect to 2.8% ABV or lower, part packs. line. was also withdrawn in the 11th prizes are currently being improve on this with our of plans from parliament The move follows hour from last years’ Budget. finalised, goods such as new pack designs.” to promote responsible on from a competition Sour Cream and Roasted If the House cannot even top-end electronic gadgets Mr Lewis added the com- drinking. launched earlier this tions Jeremy Blackburn Garlic will replace English approve this measure when it are expected to be up for pany will highlight the Dr Isaac Sheps, chief month across the com- New look said: “These new limited Summer Barbecue as the firm’s current seasonal is democratically debated, then grabs for independents pack changes on receipts executive of Carlsberg UK, pany’s 14s packs, including Q New packs for Silk Cut edition packs are the the chancellor has no justifica- who send in barcodes col- produced through PayPoint said: “We are responding Silk Cut, o!ering retailers latest example of pack, available in 40g (RRP Q Autumnal designs on sale tion to railroad this through lected from pack outers of terminals, as well as hold- directly to the govern- cash prizes of up to £1,400. innovation and creativity 69p) and 150g bags (£1.89) to end of October from October to February. the Budget. Such ‘temporary’ Mirror re-runs Royals. The competition ing trade days at up to 500 ment’s duty initiative to Independents will be from Silk Cut. By continu- provisions have historically set will run alongside this cash & carries and whole- able to pick up larger packs ing to provide retailers Packs of the crisps will causing delivery encourage the develop- us on the road to permanent month’s launch of updated salers. Retailers will also be ment of beers at lower ABV of the premium tobacco tied edition packs will run with premium profit feature the same black and troubles in Barnstaple change – and the chancellor packaging for the value for provided with A5 leaflets to Lewis refuels British Formula 1 star Lewis Hamilton took time to refuel with a Lu- levels.” brand in three autumnal across Purple, Blue and margins Silk Cut remains white photography – high- is clearly wrong in suggest- money cigarette. show customers requesting cozade Sport before last weekend’s Singapore Grand Prix. The drinks brand is also “We are committed to designs, featuring imagery Silver varieties to the end one of the most important lighting eccentric British ing that there is not su"cient Brand manager Henry further information about supporting Hamilton’s teammate, Jenson Button, after signing a five year deal as working in partnership such as acorns and leaves, of October. cigarette brands for scenes – that appear on provision of retail to satisfy LATE MIRROR MAKING SMITHS LATE Lewis said: “We increased the changes. supplier to the Vodafone McLaren Mercedes F1 squad. with the government.” as of next week. The limi- JTI head of communica- retailers.” Tyrrells’ core range. demand over the Olympics – it is only large supermarkets that Good morning. Or rather it is until 6.30am – half an hour on four occasions. face the restriction. not today as the Mirror group after our opening time. I tried the number I have All this will achieve is the newspapers were on a re-run, We have taken the decision for circulation director John redirection of the £100m antici- so we had to start delivering this morning we will no lon- Howard at 6am, but as it’s a 9-5 pated spending into the hands without them, substituting ger promote the Daily Mirror phone could not even leave a THE BEST 3.Fact 65% of consumers who buy of supermarkets and away from the Daily Mirror for The Sun in as a home delivery title. message. community based retailers Sunday trading laws a couple will be less in local shops. time sensitive drops. This is due to the fact that, Rest assured I will be speak- confectionery have planned to do so when they who so desperately need the of years ago, and large stores I also think it is bad that we We were told the expected over the last couple of weeks, ing to someone at the Mirror CATEGORY enter the store2 increased spending that the were allowed to open at all, it are losing that Sunday feeling. It time of arrival in Barnstaple the Mirror has caused either today to vent my frustration. Games will bring. had a significant e#ect on my is a special day for rest or going was at 6am, so if we had re-runs or late delivery of all Lesley Brown, Action: As well as secondary displays, stock NPD business. Newspaper sales were to church, and I feel it is being waited for Smiths to deliver, titles because Smiths waits for Frankmarsh Stores, Barnstaple, on the main confectionery display so consumers Kieran McDonnell, worst hit. made into a 24-hour shopping we would have been waiting it to arrive. This has happened North Devon ADVICE. National president, If supermarkets are allowed culture. can easily fi nd it NFRN to open earlier, it won’t make Paresh Patel, people shop more. They will just Coborn Corner Store, – and it always ends up being there is a serious decline Mile End, UNWRAPPED.  4.Fact Value for money is an important “My advice to other retailers is to get engaged with NPD as Let’s hope Sunday shop in di#erent places. And it London Don’t worry about more than minimum wage. year on year apart from the odd trading doesn’t go the minimum wage, With the economy still exception. factor when shoppers are deciding to buy3 soon as possible, it’s critical to the category. My best sales struggling, many retailers will However I fear the publisher are achieved when I put a FSDU in a high traffi c area, past the Olympics just pay people keep wanting to decrease what of the Observer will not be A simple guide to help you sell more confectionery. Action: Clearly display prices and consider using ideally by the till, and site the product on the main fi xture, I hope the proposed extension COLD SHOULDER OVER what they are worth they are paying their sta! to happy with its circulation in multi-buy deals to increase rate of sale it drives trial and future purchase. Sampling to the staff is to Sunday trading hours doesn’t lower and lower levels. February in last week’s RN. In this feature we look at new products (NPD). also a great idea. If my staff are engaged with a new go beyond this summer’s PROMISED STOCK I was surprised to hear the ACS I think it’s the wrong way Look and you will see why. product they are likely to recommend it to our customers” Olympics. thinks the increase in mini- round. More attention to detail is 1.Fact New product sales are at 2.Fact  66% of shoppers don’t 4 The supermarkets will push I bought a 3m dairy cabinet I spent nearly £4,000 on mum wage for adults will Pay people what they are required, I feel.   Darren MacDonald, Bishop Retail Durham for it as the economy is down from Husky last April and as the chiller, and a main reason be a blow to independent worth, and then the govern- I am willing to share figures their highest, per point of see confectionery in store2 and it could be a way of kick- part of the deal I was prom- why I chose this one was retailers. ment deciding new rules on of 20 years ago if you think this distribution (per outlet) during the starting trade. ised 12 cases of Stella. because of the o#er. I have been in the retail busi- minimum wages won’t even would be of interest to readers. Action: Use dump bins and But it will a#ect a great Nearly a year on and I am I want to warn other ness for 13 years and have never matter. Philip Elliott, fi rst 6 weeks from launch 1 counter displays in high footfall Speak to your Kraft sales executive, or number of independent busi- yet to receive my lager. Every retailers who are thinking of used the National Minimum Andy Davidson, Bristol nesses, especially those near a time I ring Husky, I am told taking up a similar deal, to Wage as a guideline for what Drayton Newsagents Editor responds: Action: To maximise sales stock areas to ensure shoppers see Drayton, Portsmouth call 0870 600 0699 to fi nd out more. supermarket. someone will look into it and make sure they get the stock I pay my sta! – and I don’t “The correct February core sales NPD as soon as it’s available NPD. This will drive awareness, It is ok during the Olympics get back to me. I have spoken they are due before exchang- think other retailers should figure for the Observer is 253,022. when there will be a lot of new to head o"ce and the rep ing contracts. either. Just to set the sales This is a 4.3% month-on-month trial and most importantly – sales customers visiting the country, who sold the chiller to me and Mohammed Nabi, I’ve always decided what I record straight decline and an 11.6% year-on-year but it must go back to the way it this has been going on for far Mayland Garage, pay all my employees, whatever decline. Apologies for the mistake Mayland, is now afterwards. too long. Essex their age, depending on their I have been collecting circula- in the 16 March issue of Retail When changes were made to job role and their experience tion figures for 20 years and Newsagent.”

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.

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Newtrade publishing media pack 2012 | 5 @retailexpress

Retail Express

Unique newspaper format: a free fortnightly that provides easy- to-use, actionable advice to help retailers grow their sales.

Q Largest distribution of all the trade press, reaching 50,004 news and convenience retailers*

Q Speak to busy convenience retailers quickly and e#ectively through our bite-sized content

Q Engage and inspire our readers with highly visual, high-quality executions across our "exible platform

(*ABC total average net circulation per issue (1 Jul 11 – 30 Jun 12))

Features 2012 Editorial Contacts

January May September Editor Stefan Appleby 17 Focus on spring 8 Focus on soft drinks 11 Christmas Confectionery [email protected] confectionery Summer Sport Big Night In Olympic year BBQ International Foods 020 7689 3376 2012 Preview: RE Workshop On-Pack & In-Store Collectables Associate Editor Louise Banham Healthy eating Promotions 25 Focus on Batteries 31 Roll Your Own tobacco 22 Tobacco: Display ban Halloween [email protected] Frozen Food impact Haircare 020 7689 3353 Fairtrade & Organic Pasta & Pasta Sauces Price-marked Packs Breakfast Laundry News Editor Tan Parsons October [email protected] February June 9 Mints & Gums 020 7689 3379 14 Focus On Crisps & Snacks 5 Focus on health & beauty Spirits Household cleaning Ice cream Juices, Squashes and Male grooming Sugar Confectionery Smoothies 28 Big Night In 19 Butters & Spreads 23 Focus on Christmas Sales Contacts Chilled Food & Dairy Own label Hot Beverages Food To Go Olympic Month Medicine Account Director Mike Baillie Confectionery: single/ [email protected] July November countlines 020 7689 3367 3 Focus on Breakfast 6 Carbonated soft drinks March Picnic Cakes & Biscuits Account Manager Jeremy Fordrey 13 Focus on ice cream Cider Core Grocery [email protected] Mints & Gums 17 Cigars 20 Focus on Tobacco Bottled Beers Healthier Snacks Cheese 020 7689 3366 Energy drinks EPoS Big Night In Account Executive Will Hoad 27 Focus on Fascias 31 Focus on back to school December Water Students & young adults [email protected] 4 Rice and Noodles Female Health & Beauty Point of Sale, display & 020 7689 3370 Diet products Collectables equipment World Beers Account Executive Kate Ellis April August Focus on New Year [email protected] 10 Focus on Chocolate 14 Pre-mix and RTD 18 2012 Review RE Workshop In-store Services British Food Fortnight Dinner For Tonight 020 7689 3372 Tobacco Bread & Bakery Production Coordinator Spirits Confectionery: sharing bags 24 Single serve snacks 28 Focus on Energy Drinks Eszter Endredi Beer & Lager Yoghurts & Pot Desserts [email protected] Babycare & busy mums Male Grooming 020 7689 3380 The Jubilee Weekend Roll Your Own Tobacco

6 | Newtrade publishing media pack 2012 Retail Express February 28-March 12 2012 February 28-March 12 2012 Retail Express 6 www.newtrade.co.uk Product News Product News www.newtrade.co.uk 7

KINGSMILL is giving youngsters food for thought by Qlaunching the first phase of its campaign to support this summer’s ‘Big Lunch’, a national curriculum food- focused lesson programme. As one of the initia- tive’s sponsors, the company will be involved WALKERS BAGS TO DIFFER in activity to drive participation. The first phase will educate children aged Louise Banham seven to 11 about food, while other lessons will focus on -STORE re- food hygiene, how food tailers can differs around the benefit from world and food C some tasty sales, packaging. thanks to Walkers’ price-marking of its standard bags for the first time. From March 5 the *!,!!"* manufacturer will intro- duce a price $ash of 49p on single bags of its Our new nappies #ve core $a- vours.

keep baby dry, Salt & Vinegar, Ready Salted, pendent retailers the opportunity “Research shows that price- Cheese & Onion, Prawn Cocktail to grow their sales of crisps. marked packs are critical in Largest distribution of all and Smoky Bacon will all fea- !e PMPs will come in indi- achieving positive price per- no matter how ture an on-pack price tag vidual cases of the #ve $avours, as ceptions in-store,” said Kieran communicating value well as a price-marked three-case South, wholesale director for to consumers, stacker stocked with Ready Salt- PepsiCo UK&I. “We have made while giving ed, Salt & Vinegar and Cheese & a substantial investment in this much they move. inde- Onion $avours. activity and are encouraging !e core Walkers range is retailers to maximise this in- QRETAILERS worth £111million in the im- cremental sales opportunity by can stimulate their pulse sector and Walkers stocking up on the new Walkers chewing gum sales this believes this will help in- 49p PMPs.” year, thanks to an interactive dependent retailers To maximise sales, Walkers promotion from Wrigley. to grow sales suggests retailers stock them in a The ‘What’s next?’ promotion will further. prime position within crisps and run for the next five months, offering five snacks, place a pre-merchandised the trade press, reaching consumers the chance to win a selection of stacker unit close to the till to drive must-have prizes from the incremental sales and site addi- HARIBO AD PUTS IT worlds of fashion, art, music, tional price-marked wobblers game and film. It will target 14 and shelf edge labels to 25-year-olds with a passion for on the #xture to TOP OF THE CLASS cutting-edge technology. grab the atten- The promotion follows the recent tion of cus- HARIBO is reaching for the stars with a new TV campaign launch of sweet-to-sour citrus pear tomers. to support its top-selling product Starmix. The ad began flavour 5 Evolution. earlier this month on TV and in cinemas and is a continu- ation of the brand campaign showing kids and grown-ups playing together. Haribo will support the ads through- out the year with integrated marketing, sampling, and PR activity. “The very essence of the 50,004 news and brand is fun and playful,” said Katy Clark, Stock our new marketing manager for Haribo. “We hope the advert will bring a smile to the face of our consum- price-marked packs ers. We can see them conducting their very own Haribo tests and you’ll move at home.” lots too. convenience retailers* Why MARS PLANS TO WHIP Pringles UP ICE CREAM SALES is full of Louise Banham of the ice cream bar category as a whole. ARS Ice Cream “!ere are six steps to execut- is investing in in- ing ice cream well in-store,” he seasonal cheer Mdependents this said. “Ensure consumers know year to help them scoop you sell ice cream, make the more sales. freezer easy to #nd, stock Pringles will add more !a- be available to help retailers !e manufacturer will send best-selling lines, keep ful- vour to the crisps and snacks boost awareness. out sales reps to 10,000 inde- ly stocked all year round, category next month when it “Our consumer research has

pendent stores throughout the promote your range launches its ‘best-ever chip’. revealed that taste is one of the * country and assist them in grow- in other areas of your Created using an innovative most important factors in pur- With new technology to lock in leaks, the UK’s No.1 selling nappy is now ing the category by o"ering ad- shop and keep your new technique, which enables chase decisions within snacks,” even dryer. Size 6 already accounts for 16% of Pampers carry pack sales,** vice and PoS. Retailers will also freezer clean.” the seasoning to be spread said Fiachra Moloney, market- and with a price-marked pack now available it’s about to become receive help through a dedicated Mars Ice Cream across the whole chip, it prom- ing manager UK and Ireland even more popular. It’s true, when it comes to bringing your customer careline, a trade web- plans to double its ises to give consumers a more for Pringles. site and PoS ordering line. marketing spend intense taste. “We’re con"dent the new customers a better nappy we never rest. Mars’ pledge coincides with to £2million Pringles will highlight the product will not only be a suc- the launch of a Twix Ice Cream packs of four, with a price-mark and Snickers Ice this year and improvement with a ‘Burst- cess with existing consumers bar with an improved recipe, of £1.50. Cream bars to improve hopes to re- ing with more !avour’ claim through increased media aware- after an eight-year absence from !e introduction of price- standout in freezers. i n v i g o r a t e on-pack and will support ness, but we hope to drive pen- the market. marked packs follows feedback Tony Lorman, general the ice cream bar the launch with an extensive etration with new consumers. Sources *Last 52 w/e June 2011 IRI data. **IRI Value sales w/e 22 Oct 2011. For the impulse channel, Twix from the independent sector. manager for Mars Baked sector, which saw a four marketing campaign, includ- “Retailers should ensure Ice Cream will be available as a !e company has also launched and Ice Cream, said the compa- per cent fall in pro#ts between ing TV, print advertising and they are stocked up to make single bar, RRP £1.35, and in redesigned packaging for Mars ny is committed to driving sales 2008 and 2011. PR. A range of PoS will also the most of the opportunity.”

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Retail Express October 11-24 2011 October 11-24 2011 Retail Express Retail Express February 14-27 2012 February 14-27 2012 Retail Express 6 www.newtrade.co.uk Product News Product News www.newtrade.co.uk 7 20 www.newtrade.co.uk Focus on Crisps & Snacks Focus on Crisps & Snacks www.newtrade.co.uk 21

LAUNCHES & PROMOTIONS Top 10 sharing crisps BUSINESS LUNCH TOP TIPS O McCOY’S has products – Soft O TWIGLETS Tangy Q Doritos Q Tyrrells MÜLLER’S MUTTLEY CREW O Stock market leading flavours, such as Walkers’ launched an on-pack & Fruity, Elevenses Worcester Sauce is back on Q Pringles Q Private label SILK CUT PACKS A PUNCH core range, and build in special and limited edi- ‘Win tickets’ promotion to bakes and new the shelves this year due to Q Kettle Chips Q Quavers Louise Banham higher up on their shopping list. tion products increase awareness of its Nutri-Grain Crunchy popular demand Q Sensations Q Monster Louise Banham makeover and will be available innovation and creativity from tant cigarette brands for retail- “!e aim of the Wünderful O Give the best-selling lines the space they merit sponsorship of the PDC bars, available Oats Q Walkers Munch for just four weeks Silk Cut,” ers and should be stocked at all ÜLLER is getting animat- Stu" campaign is to get consum- so customers have more chances to buy the Premier League Darts. & Honey O WARBURTONS has Q Walkers TI is bringing sea- while stocks last. said Jeremy times.” ed about the yoghurt cat- ers to sit up and take notice of products they want launched an 85g mid-sized Extra Crunchy sonal cheer to re- With Silk Blackburn, !e introduction of the au- Megory with the launch of a the yoghurt category, and to O Ensure the crisps and snacks display is highly O WALKERS has launched O HULA HOOPS, format of its Baked Pitta Jtailers’ stores this Cut claim- JTI’s head tumnal packs follows the success £20million campaign to promote get them to see yoghurts and visible and introduce secondary displays, par- three mystery flavours, NIKNAKS, MINI Chips, available in both price month and aiming to ing an 18.7 of commu- of limited-edition V-shape packs its range. the Müller brand in a new ticularly near the till point supported by CHEDDARS, marked and non-price boost cigarette sales per cent nications. for Silk Cut in June. !e packs, A 90-second ‘Wünderful Stu"’ ad, featur- and di"erent way,” said Lee O Make sure shelf-edge labels are clear and up a multi-million pound SKIPS, DISCOS marked packs with the launch of three share of the “By con- which featured a unique struc- ing children’s favourites Yogi Bear, Wacky Rolston, marketing director Crunching to date campaign, giving away and WHEAT limited-edition pack de- p r e m i u m tinuing to tural design with an innovative Races’ Muttley and characters from Mr for Müller Dairy. O Provide shoppers with value for money and en- three £50,000 prizes CRUNCHIES are O SUNBITES has a new signs for Silk Cut. cigarette sec- provide re- opening and inner frame, were Men transforming a grey and mundane city !e campaign follows a courage extra sales by stocking and signposting offering free music Cheddar and Caramelised !e one-o" designs for the tor, the special tailers with available nationwide on Silk Cut into a mass of colour, aired simultaneously relaunch of the core Mül- price-marked packs and products on promotion O Smokey Bacon is the downloads with Onion flavour lower-tar premium cigarette packs are ex- premium King Size 20s for four weeks. across more than 50 channels for the #rst obtain through most wholesalers or their sym- ler range this summer, O Empty shelves will encourage customers to most recent addition to every purchase brand feature pictures of acorns, pected to per- p r o f i t Earlier this year JTI launched time on October 8, and will continue to run bol groups. which introduced blue shop elsewhere, so ensure you’re always the PRINGLES range O DORMEN SAVOURIES leaves and ice cubes, and were form well. margins, a 14s range across its Silk Cut, for the rest of the year. Müller is also working on an initiative to packaging on Corner, stocked up with the right products in the right O KP has added are available in Indian rolled out nationally from the “Available for Silk Cut Benson & Hedges and May- !e campaign also includes outdoor, cin- provide category management advice to the Müllerlight and Mül- the numbers formats O KELLOGG’S NUTRI-GRAIN Jumbo Salted Nut Korma and Mediterranean Top 10 cereal snacks #rst week of the month. just four weeks, re m a i n s fair brands, along with a range ema, press and digital advertising, as well as independent sector. ler Rice to give the O Communicate deals and promotions on a daily brand is getting a new look Mix and Jumbo Fruit Tomato & Herb flavours, in Packs of Silk Cut Purple, these limited-edi- one of competition in which retailers promotions through social media. Its plan is to encourage consumers to brand uniformity basis in a shop window or on an A-board outside and is relaunching as three key & Nut Mix to its range sharing and single bags. Q Kellogg’s Rice Krispies Squares Marsh- IF YOU’RE looking to make more dough from your lunch Blue and Silver 20s, RRP £7.09, tion packs are the the most could scoop cash prizes of up to PoS kits to promote Müller will be available place the chilled yoghurt and pot dessert and improve stand- In the impulse sector alone, the to attract customers. mallow offering, look no further than Warburtons, which has have been given the temporary latest example of impor- £1,400. to the independent sector, which retailers can category, which it says is worth £2.2billion, out in-store. QKellogg’s Rice Krispies Squares Caramel launched a £2.4million marketing campaign aimed at driv- crisps and snacks category is worth & Chocolate ing sales. QKellogg’s Nutri Grain Soft Bake Straw- Kicking off with sponsorship of new ITV1 weekday show We really want to see those fingers £469million. It’s a category that not berry There’s No Taste Like Home, fronted by celebrity chef QKellogg’s Rice Krispies Squares Totally Gino D’Acampo, the campaign will focus on the secret BURTON’S Foods is adding a Fingers and is expected to only drives footfall, but can encour- Chocolatey to making lunchtimes special, by educating consumers Coca-Cola’s got game touch of glamour to the biscuit drive incremental sales in the QTracker Chocolate Chip on the brand’s range. The sponsorship will be supported category with the launch of category. age shoppers to trade up from one QKellogg’s Nutri Grain Soft Bake Apple with press, radio and online advertising, digital and social Cadbury Fabulous Fingers. !e launch has an initial QKellogg’s Special K Ceral Bars Original media, and will run until the end of November. RETAILERS can help their cus- !e campaign is supported Coca-Cola has !e new biscuit "ngers, promotional price ranging planned purchase to a whole basket QTracker Roasted Nut tomers become Olympic win- with a multi-million pound also launched an which combine a thick outer from £1 to £1.35 for a limited QCadbury Brunch Bar Raisin ners every day this month with marketing campaign, including on-pack promo- layer of Cadbury milk choco- period, before going up to an – providing retailers have the right QBelvita Breakfast Biscuits Milk & Cereal CASH & carry chain Booker is giving the energy drinks a Coca-Cola on-pack promotion radio and outdoor advertising. tion aimed at late with an inner layer of RRP of £1.99. Qcategory a boost by launching three new variants to its Euro across all My Coke packs. “We are con#dent this promo- teenagers, on white chocolate, is the "rst It will be backed by a £2mil- offering, says LOUISE BANHAM Shopper range. Consumers are being given tion will boost sales,” said Craig 330ml cans and ever sub-brand for Cadbury lion marketing cam- Retailers can now pick up Euro Shopper Energy Drink in a the chance to win London 2012 Smith, VP marketing & strategic 500ml bottles of paign, including TV Top 10 handy packs 500ml can and Euro Shopper Sugar Free Energy Drink in a 250ml Olympic Games VIP experienc- planning at Coca-Cola Enter- Fanta, Sprite, Dr advertising in No- Q Walkers Big Eat Cheese & Onion can, RRP 69p and 35p respectively, while a new flavour – Isotonic es every day until October 31, prises. “Retailers should utilise Pepper and Oasis. vember and PoS. Q McCoy’s Flame Grilled Steak Sport Tropical – has also been added to the range with an RRP of as well as weekly chances to win the opportunity by stocking Consumers can Retailer viewpoint Q Walkers Big Eat Ready Salted 50p for a 500ml bottle. a trip to the opening or closing special packs this October, and obtain free mobile Q Hula Hoops Beef Steve Fox, Booker’s retail sales director, said: “The energy ceremony for four people with take advantage of our full range minutes with each Sergi Singh, Jackpot Wines, Hull Q McCoy’s Salt and Malted Vinegar drink market continues to grow and these new Euro Shopper every purchase of Coca-Cola, of dedicated PoS materials for purchase until the Q Walkers Big Eat Salt & Vinegar products will help our customers increase their sales further.” Diet Coke and Coca-Cola Zero. maximum awareness in-store.” end of the year. “Having a good variety of crisps and snacks is an essential part of my business. I have around 100 different Q Mini Cheddars Original types of crisps and in different formats because they appeal to different groups of people. For children, I have Q Quavers Big Eat Cheese things like Space Raiders, and then I have Walkers for teenagers and adults and premium crisps. Q Walkers Big Eat Prawn Cocktail “I also make sure I have things like Snack a Jacks to cater for people who are trying to eat more healthily. Q McCoy’s Cheese & Onion 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.” HEALTH

AS SHOPPERS have become increasingly more concerned with their health, the EFFECTIVE market for healthier snacks has flourished. Products such as Whitworth’s range of fruit snack packs for adults and children MERCHANDISING ADDITIONAL and Jack Link’s Beef Jerky and Chicken Bites are growing in popularity as they are AS THE second most impulsive category in the market, effectively SHARING low in fat and calories. merchandising products and executing it well is fundamental to And big name brands are also addressing driving crisps and snacks sales. AS CONSUMERS continue to try and save money by opting to the consumer desire for a healthier lifestyle. Nick Stuart, customer marketing manager at United Biscuits, entertain at home, the sharing sector provides a significant Walkers’ Sunbites brand, which contains says it’s now more important than ever that independent retailers DISPLAYS incremental sales opportunity for retailers. And it’s in sharing 30 per cent less fat than regular crisps practice even better retailing disciplines, as the benchmark is that consumers are willing to trade up to premium products. Nick is now the fastest-growing ‘better for you’ getting higher. SECONDARY displays are a must for crisps and snacks, particu- Hurst, director and founder of Burts Chips says consumers are brand from Walkers. “Shoppers know when they enter a supermarket or a major larly at till point, because with 43 per cent of shoppers picking seeking out “quality convenience”. Nick Stuart, customer marketing manager at United Biscuits convenience store chain that they’ll be able to get what they want PRICE says the company continues to make a number of nutritional up crisps and snacks without visiting the main fixture, additional “Over the last 12 months the significant growth has been in two at a reasonable price. Independent retailers, therefore, need to areas are vital for driving sales. They should be placed in high traf- DURING tough economic times, consumers are demanding areas: discount stores and upmarket retailers, including quality upgrades to some of its bestselling brand ranges. blend their USP of offering great service, with stocking the fic areas and close to other impulse products such as sandwiches, greater value from the products they buy and price-marked independents, which have grown at twice the pace of other food “Some consumers don’t necessarily want to have to make best-selling brands and passing on trade deals so that value for soft drinks and beers, wines and spirits, to drive linked purchases. packs respond to this growing need. retailers,” he says. “Retailers who embrace this trend as well as a conscious decision about buying and eating healthier prod- money can be passed onto their customers,” he says. PepsiCo recently carried out merchandising in-store trials, United Biscuits says visible value is vital to shoppers and that continuing to offer great value will succeed.” ucts. They’re looking for nutritional improvements to their old He adds that retailers can obtain advice on getting the CEREAL BARS positioning products at till point, which resulted in a 30 per cent 65 per cent of impulse purchases for crisps and snacks The trend for staying in more and picking up sharing bags has favourites,” he explains, using a further 30 per cent reduction in most from their snacks fixtures, information on best sellers, uplift in crisps and snacks sales. in convenience stores are because of promotion and packaging. also filtered through to the popcorn market. Butterkist, which saturated fat for McCoy’s as an example. merchandising tips and planograms from United Biscuits’ Huw Davies, PepsiCo field sales director says: “Simply creating Mr Stuart adds that a recent test the manufacturer carried out holds a 60 per cent share of the £49million market, has benefitted THE CEREAL snacks market is worth £68million after growing three He says that while women have, historically, been the main Perfect Store website. secondary displays and merchandising based on eating occasions on price-marked packs generated a 13 per cent increase from 10 per cent year-on-year growth. Sarah Brown, Tangerine per cent in value in the last year. purchasers of healthier alternatives, United Biscuits has noted Paul Lettice, Procter & Gamble head of trade communications, – such as at-home sharing – can pay dividends. It’s also important in retail sales value. Confectionery senior brand manager, says it has seen increased “Cereal snacks are bought by as many as 70 per cent of the strong sales growth among men and recommends retailers recommends that retailers ensure they have a varied range as to use PoS. It not only signals to the shoppers what brands, fla- To help convenience retailers compete with multiples on distribution for all of its Butterkist varieties across the market. UK so it’s really important retailers make the most of this also cater for them. choice is a bigger driver in this category than share of shelf. “Ad- vours and promotions might be on offer, but also helps staff offering value “The sharing bags category is the key success story of the mo- opportunity and stock plenty,” says Lee Doherty, Kellogg’s head “Healthy eating and healthier alternatives continue to offer ditionally, sub-categories should be grouped together in single- to re-stock the shelves effectively.” to their cus- ment, so large formats of specialist accounts. significant profit opportunities for retailers. Independents that serve, multipack and large sharing sections to make it easier to For its latest Walkers ‘What’s That Flavour’ campaign, the com- Promotions tomers, United capitalise on this,” she He recommends retailers have a varied range, including top don’t stock shop,” he says. pany has invested in the Biscuits has says. “Retailers need to seller Rice Krispies Squares and products such as Kellogg’s Special the right mix “Retailers can use impulse channel with the and packaging a range of Consumers are ensure that they have K bars, which are growing in popularity as they deliver on both Men are becoming of healthy Crisps and snacks their ShelfHelp introduction of smaller 32 range of products which cater health and convenience. He also suggests retailers capitalise on products guide, which incor- Tillpoint case stackers and ready- influences 65 per price-marked willing to trade to all consumer needs. the trend for value by picking up £1 multipacks for some of its more interested in will see their are the second porates hints and to-sell clips strips in mixed products, offers So whether they’re bestsellers from cash and carry’s. business standards that are displays can cases of 24. They have cent of crisps and mixed cases up to premium looking for a sharing “Multipacks will continue to healthier alternatives suffer as most impulsive easy to implement, been designed to offer and has ongo- pack for a big night in 70 per cent remain important to shoppers as customers will to merchandise grow sales by value and allow retailers snacks impulse ing promotions products in the or multipacks for on the we know price is the most impor- and independents go elsewhere category in the and make the most with limited space to stock in wholesale go snacking, there is tant factor when it comes to get what of their crisps and buy cereal to choosing what goes in our need to cater for 30 per cent mystery flavours alongside purchases and cash & sharing sector something to suit they want,” he market snacks category.” the core Walkers range. carries. all needs.” snacks shopping basket,” he adds. them adds.

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February May July September November 2 Tobacco - RYO 3 Soft Drinks 5 Tobacco - Cigars 6 Confectionery 1 Tobacco - Cigarettes Confectionery Petcare Back To School Hot Beverages Soft Drinks Ethnic Foods Breads & Spreads Laundry & Homecare Batteries Information Technology

March June August October DEADLINES 1 Energy Drinks 7 Alcohol - lager, ale and 2 Buying Groups 4 Big Night In Editorial: 20 days prior to cover Hot Beverages cider Freshers Week Dairy & Chilled Toiletries & Grooming Biscuits, cakes and Juices, smoothies and Seasonal alcohol desserts water April Sugar confectionery 5 Alcohol - Wines & Spirits BBQ Frozen Food & Ice Cream

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8 | Newtrade publishing media pack 2012 COVER STORY FEATURE

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 T’S hardly a secret that price-con- have always tailored their o ers to their scious consumers are searching customer bases. out bargains. But Tesco’s spec- Patrick Mitchell-Fox of IGD explains: Itacular fall from grace with its dire “Price competition is intensifying – Christmas trading results prove that Booker’s Charles Wilson started it with one size, even a cheap one, doesn’t his ‘prices down’ mantra and a lot of his necessarily fit all. actions since have been devoted to 796;,*; !e retailer’s much criticised ‘Big Price building value.” Drop’ campaign, launched last autumn, He adds that since the economy has tak- appeared to fail at both ends of the shop- en a turn for the worse, Booker’s strategy per spectrum – not attracting enough has really chimed with customers, mean- shoppers from the clutches of Aldi and ing other wholesalers have followed suit.” Lidl, while at the same time letting more But, he also points to the other side of a uent consumers pass through the doors the value equation that wholesalers are of Sainsbury’s and Waitrose. increasingly o ering to customers – in- To its credit, Tesco has been quick to rec- formation, e ciency and convenience. He ognise the problem and is already looking says retailers want to feel they can spend (5+:(=, at a more tailored strategy in which stores their time e ciently and e ectively and in economically squeezed areas will see wholesalers can o er this by creating cap- sharper price points and promotions to sule ranges of products that allow retailers prevent the exodus to the deep discount- 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 o ers to their customer bases

ers, while outlets in better-o locations “A wholesaler does not have to be the will see a sharper focus on quality cheapest line-by-line – the service area has and service. certainly opened up as well. Increasingly, wholesalers are also o ering insight, infor- !e value equation, as Tesco has mation and ready-made solutions around learned to its cost, is a complicated one core ranges and recommendations.” that can be as much about quality, range, Delivered wholesaler Palmer and Harvey service and convenience as it is about is one of those operators that has realised price, depending on the customer base. that value isn’t just about the prices of the !is means it has never been a better products it sells. In December, it launched time for wholesalers and suppliers to help a price-match initiative across 600 of their customers get the balance right. its biggest brands that it benchmarked After all good, independent businesses against competitor cash & carries – some- thing it says covers nearly 60% of its non- tobacco 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 5 retailers spend nearly five working weeks Weeks spent by a year in cash & carries, which could be costing them nearly £5,000 if lost in-store retailers in cash & management time, van running costs, ex- carries each year tra sta cover and lack of 14-day interest- free credit are taken into account.

Betterwholesaling.com FEBRUARY 2012 13

DEPOT DOCTOR IN ASSOCIATION WITH

SOFT DRINKS, 3/ THE CURE !e right range It is key to stock best selling soft drink categories, such as cola. Be aware of trends, such as the 1/growing demand for energy drinks, like Mountain Dew Energy, which can help boost sales. Consider HARD CASH all your customers. Licensees might need glass formats, rather than the PET format a retailer requires. Are you looking after the health of your soft !e right advice 2/ Cash & carries can be business advice centres. Research trends, drink sales? Get a full checkup with Britvic 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 soft drinks depot doctor ADRIAN HOWE and when they are at work or at home by email and direct mail.

A logical layout Ensure all products are visible,3/ by avoiding single facings, managing your lower performance SKUs and palletising brands that deserve space. Place related sub- categories, such as cola and carbon- 1/ THE SYMPTOMS ates, next to each other in-depot. Group categories that complement Soft drink sales are currently drinks (Nielsen Scantrack Total each other, such as soft drinks, worth £639m in cash & carry Coverage, MAT to 28.01.12). snacks and confectionery. and growing at 2.3%, but this If cash & carries increased growth is only half that of total their sales by the same growth sales growth in cash and carries as the total market, £24m of (IGD, Grocery & Foodservice sales would have been added to Wholesaling, 2011). the industry. With soft drinks growing at Making small changes to 6.3% in the total market over range and layout ensures the last year, it seems that the fixture is easier to shop 6.3% there is a great opportunity for and ultimately helps drive "e total 4/ FOR BETTER HEALTH wholesalers to capitalise on the growth levels that match market scale and opportunity of soft the total market. growth in A new range 2011 Work with your suppliers to analyse the current 1/range and how it could be evolved. Try to make sure fixture layout is simple, dedicating more space to the best selling brands. A dedicated area 2/ THE DIAGNOSIS Creating a dedicated soft drinks area in depot can help2/ make shopping easier. Signposts placed throughout Not knowing the depot will also help customers find it. Break the fixture your customers into di erent segments (cola, pure juice, energy drinks) It’s2/ important not to take Not easy and formats (bag in a box, on-the-go, take home) to make !e wrong a ‘one size fits all’ approach 3/ to shop shopping simpler. 1/ products and to appreciate di erent Time is precious for de- Cash & carry shoppers customer types. Although pot customers, and it is Category advice often rely on the same retailers deliver most soft important that both the 3/ O er engaging business building advice at the main range that they always drinks sales, caterers bring in main fixture and wider soft drinks fixture to help customers maximise their soft buy, or focus on the top 35% of soft drink sales and depot floor are easy and drinks sales. Help customers understand the category, sug- impulse lines only. How- should be catered for with the logical for people to shop. gesting which brands and formats they could stock, as well ever, stocking a broad right products in the right "e main reasons for as what deals they might o er in store. Keep it simple and range that meets all formats. One idea would be lack of purchase in depot focus on the opportunities soft drinks present. consumer needs, incor- for depot managers and sta are either out of stocks porating best sellers and to speak to customers on their or not being able to find new products, will help visit to the depot to find out the product in depot. Creating a dedicated soft drinks area in depot can help make shopping easier. to grow sales. what they want. Signposts placed throughout the depot will also help customers find it

22 MARCH 2012 Betterwholesaling.com Betterwholesaling.com MARCH 2012 23

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Newtrade publishing media pack 2012 | 9 My energy drinks sales have gone through the roof Harry Goraya, Nisa Local, North#eet on taking part in the 2011 Open More Business project for Coca-Cola Enterprises

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10 | Newtrade publishing media pack 2012 Face-to-Face

24 Promotional feature 25 March 2011 Retail Newsagent Retail Newsagent 25 March 2011 Promotional feature 25 UNITED BISCUITS

Steve’s results James Brundle United Biscuits’ Jo Gregory says: At the start of the project, James said he £00,000 O “It’s been brilliant to take the Budget and big brands wanted to focus on his premium biscuits, were separated principles from the Perfect Store a popular range he felt he could build on. website and apply them in-store to Jo grouped these lines together in a one- prove that they really work. It was OBig brands were moved metre bay at the beginning of the aisle great that the shops needed a differ- higher up the display and James has seen a huge uplift in sales. ent set of changes, one concentrat- fixture to boost sales “Grouping all our premium products ing on range, the other focusing on together was the best thing we could have merchandising, but both delivering done. I have since extended our premium brilliant results. Applying the advice lines and added a few new products to from the site is very straightforward * that part of the fixture to keep momen- and we hope that other retailers tum going. realise the sales opportunity by “I could do this easily as UB had left merchandising their biscuits cor- me space to add more lines, so it means I rectly and stocking the right range increase in revenue across haven’t sacrificed other types of biscuits.” of products.” 38% Jo also recognised that while James had entire biscuit range a great range of biscuits, they needed to be merchandised more strategically, group- Visit www. ing the bestsellers together and splitting ubperfectstore. up the core lines from the crackers and com to find out * crispbreads, which benefitted from a 32% how UB’s advice 99% fixture. Steve has since seen a surge in increase in sales as a result. can help you increase in revenue sales of chocolate biscuit products which These changes have also resulted in an achieve great from the big brands had previously not been popular, selling overall sales uplift, and James now has results. an additional 138 units, which is a 575% new merchandising knowledge he can Steve says: “I use planograms all increase. apply in the future. the time but it was useful for me to “Our customers are finding the prod- “Within a few days of UB coming in, I James’ results have UB come into the shop and see ucts they want a lot more easily than noticed improved sales. It’s easier for me them actively implement their own before, which inevitably boosts sales. It to visualise where I should put any new O one. After talking to Jo I understand also reflects well on us as a business if products, as the fixture is split so clearly Grouped premium the logic behind planograms better customers can see exactly what we have into categories. That means it’s easier for products together at O and it’s nice to see a big supplier to o!er now.” my customers too” beginning of the aisle putting the time in to work with us smaller retailers. It was great work- OCrackers and crispbreads ing with them and I’d definitely do separated from sweet Steve Robinson has reduced waste and increased it again.” his profits by streamlining his biscuit range. biscuit lines * Figures relate to sales uplift six weeks after United Biscuits made changes compare d with six weeks prior to changes *

increase22% in revenue across Perfect endings entire biscuit range ix weeks ago, James Brundle was budget and big brands so customers could * Two retailers struggling struggling to understand how to see the wide variety of budget biscuits. to get to grips with their make the most of the premium Six weeks on, and Steve’s streamlined increase24% in revenue from Sbiscuit range in his 1,800 sq ft store biscuit o!ering has resulted in reduced premium products biscuit merchandising in Walthamstow, and Steve Robinson waste and increased profits. have managed to turn wanted help to make the biscuits display “We’ve definitely sold more of our in his 1,200 sq ft store in Streatham more pricier brands since the changes were James says: “No matter how well their displays into profitable. made, and it didn’t a!ect the sales of our you think you know your shop, it’s With advice from United Biscuits and its value brands either. We have permanent- always good to get a second opinion real money-spinners ‘Perfect Store’ range and display initiative, ly delisted the two variants of economy and I’d recommend all retailers to following expert advice a series of changes were made on-shelf. Six biscuits that UB advised us to remove, do so. Getting the clarity I needed weeks on, the two retailers are enjoying and replaced them with some premium on this particular area of the shop from United Biscuits. thriving sales. products which are new to us, that so far, has been priceless. I’m going to Here we look at the are selling well.” keep the fixture the way it is now Steve Robinson As budget biscuits were Steve’s best- because it’s working so well for me, changes they made Steve wanted to increase the overall sales sellers and main focus, there was a lot and I’ll use the UB website to keep of his biscuit range without compromising of scope to push sales of other biscuits up to date with the planograms so his best selling budget brands. UB category such as chocolate biscuit bars. Jo moved Retailer James Brundle says the ‘second opinion’ that my sales keep increasing.”

manager Jo Gregory clearly separated the these from the bottom to the top of the he got from United Biscuits has been ‘priceless’ * Figures relate to sales uplift six weeks after United Biscuits made changes compare d with six weeks prior to changes

Face to Face Contacts

Head Of Engagement Kate Daw [email protected] 020 7689 3368

Face To Face Operations Manager Caroline Cronin [email protected] 020 7689 3369

Sales Contacts

Account Director Mike Baillie [email protected] 020 7689 3367

Newtrade publishing media pack 2012 | 11 @iaacademy

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Sales Contact

Account Director Mike Baillie [email protected] 020 7689 3367

12 | Newtrade publishing media pack 2012 Independent Achievers Academy

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26 8 July 2011 Retail Newsagent Retail Newsagent 8 July 2011 27

ACADEMY In association with IN ACTION Making your shop more environmentally friendly doesn’t PART PepsiCo’s Kate have to be a costly exercise and, long-term, it can make a Woolf talks to The IAA helped Mark and Carol difference to your profits. PepsiCo and Chris Rolfe visited a Stubbs about shop in Norfolk to find out how its owners are making their their use of 10 recycled shop sustainable and promoting healthy eating. equipment me improve my Environment & Health etailers have a responsibil- Pre-visit ity to take an environmen- Tips of the Day Post-visit tally-friendly approach to Mark & R business and play their Ensure you Mark & Carol part in encouraging customers to stock locally- Carol Stubbs live healthier lifestyles. Stubbs Whether you have a refit that sourced products, Dereham News, incorporates environmentally- Dereham News, Dereham, Norfolk friendly equipment, change the way promote these lines Dereham, Norfolk business by showing stock is sourced or delivered, stock a and tell customers “We took over this good range of healthier products or “We will definitely look store a year ago and reduce the number of carrier where they into extending our made sure we did our bags you use, there are a mul- come from range of local products. best to recycle existing titude of large and small. Kate’s suggestion that shopfittings and buy Norfolk retailers Mark and we promote this via environmentally- Carol Stubbs understand this and Save yourself our deliveries and point friendly chillers and have worked hard to implement the range out in store is lighting while we a health-conscious and environ- money by re-using a good one and some- me what other retailers were fitting it out, mentally-friendly ethos in their items you already CAROL EXPLAINS THAT the store was KATE ASKS HOW Carol and Mark use on-pack promotions on food and lot of carrier bags behind and, while thing we will look to do. even if this was more one-year-old store. previously a Threshers and that she their range of products to help give drink related to health initiatives these can’t be used in the shop, he We don’t like to waste expensive. We’re keen Kate Woolf, PepsiCo’s media rela- have in your shop and Mark were keen to recycle as customers the option of a healthier and promote them to customers. has made use of them elsewhere. anything and are to do what we can to tions manager visited their shop in many of the existing shop fittings lifestyle. “There are sports promotions on “Why throw them away? We use keen to do what we help the environment, Dereham to find out more. as possible when refitting. “Kids buy a lot of sweets and Lucozade and Abbey Wells o!ering them for deliveries to local schools, can to help the environ- whether that’s through Invest in low-energy They used shelves from the drinks but we make a point of o!er- things like free swims, for example, elderly people and hospitals,” he ment, so we will recycling, stocking lighting and Threshers layout to build shelving ing a good range with healthier, low so we actively point these out. It’s says. O look for more ways local products or and a desk in the back o"ce. sugar or sugar-free options,” says something we need to be involved to do this in reducing the mileage Offer healthy chillers. It Mark adds that the couple Carol. “We choose stock that has in and are looking into more,” she To watch a video of this store visit future.” caused by might seem also introduced energy-e"- no artificial colours and flavours in says. go to http://www.betterretailing. are doing. deliveries.” and locally-sourced com/brtv/ expensive but it cient lighting and chillers. sweets as much as possible. We’re Kate produce and “The chiller is very e"cient and lucky that Haribo is popular, but Consider Woolf Kate will pay for itself has saved us money. Our electric- that it also has no added sugar and The Independent Woolf consolidate local ity bill is markedly lower because colours.” introducing Media relations long term. Achievers Academy manager, PepsiCo Media relations deliveries to we need less air conditioning. We a reward manager, PepsiCo also have low-noise emissions to is a learning, “I admire Mark and help our neighbours.” Get involved scheme for Carol’s initiative to save reduce carbon emissions development “For entries in to this ies, trying to buy supplies from one Kate asks what else the couple are in local and customers on landfill by recycling year’s awards I’m MARK EXPLAINS THAT while the source. “Having more items deliv- doing now the shop is open. and recognition the timber and metal I incorporated these looking for stores who shop only has a small number of ered by wholesalers saves us driving “Cardboard is separated and national who re-use matrials left by the pre- make sustainability a locally-sourced products,1 this is a to the cash and carry three times a recycled and the rubbish is sorted so programme for vious owner. They made initiatives core part of how range he and Carol plan to extend, week,” she says. we send less to landfill,” says Carol. their shopping bags independent a conscious investment they operate. and they have been in contact with such as retailers. If you in to the installation of Having moved in to a local suppliers. Invest in Encourage WHILE MARK AND Carol haven’t a larger, greener chiller bigger store I’m keen “You already source local produce Change4Life and considered a reward scheme to think your shop unit which has not just to see what decisions so you could highlight where it decrease bag use,5 they have been made a di!erence to environmentally- customers and encourage staff and Mark and Carol have comes from on the fixture by label- working to cut the number of bags excels at being their carbon footprint made along their ling on the shelf edge strip” friendly solutions. staff to live a customers to do likewise given to customers. environmentally but they’ve save money journey to make their “You could also use leaflet drops Use energy- healthier MARK AND CAROL EXPLAIN that “We only give out bags when friendly, let us know. on electricity and they positive practices into store and sta! health- via your home news delivery to community involvement4 is very people ask for them and ask people are making more money ier, greener and com- update local customers on the im- saving light lifestyle by important to the store and that they whether they need bags for their Phone us on from that space which mercially more suc- provements you’re making.” bulbs and stocking have supported the local area by cards. Our usage is much lower,” 020 7689 3369 is proving long term cessful.” Carol explains that they have also sponsoring a girls’ football team. says Carol. or email [email protected] reward.” my business too been working to consolidate deliver- recycle your cardboard2 healthier alternatives3 Carol adds that sta! look out for “Mark adds that Threshers left a www.iaacademy.co.uk Roli Ranger, Londis Ascot Newtrade publishing media pack 2012 | 13 betterRetailing.com

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14 | Newtrade publishing media pack 2012 betterRetailing is a fantastic site for independent retailers,Betterretailing.com providing invaluable business advice that’s really targeted to our shops

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18 | Newtrade publishing media pack 2012