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Grow Your Sales by Maximising Your Display WWall_Cover.aiall_Cover.ai 1 12/02/201012/02/2010 12:0212:02 Grow your sales by maximising Select the right range MARS Testimonial - John Hothi, Newcastle De-list the slowest selling 10% of your range and multi-face the I am an in independent retailer from Denton Burn, Newcastle, your display best sellers -you will see an instant uplift in sales! and I have recently implemented the MARS CAPITAL confectionery display system in my shop and demonstrated Best sellers in best sites an increase in overall confectionery sales by 20%! 70% of consumers buy confectionery on Impulse, ensure your best sellers are highly visible in store! I have run Premier Stores in Benwell for over 25 years. A true family business, I took over the shop from my grandfather Multiface the best sellers and have lived in the area my whole life. I know most of my An extra facing of a best seller will deliver more customers by name and hope to help support and and profit than a slower selling product. promote the local youth football team in the near future. I changed my confectionery display a couple of years ago using a different scheme but my sales Average Wkly Sales of Mars* Margin Profit fell dramatically, so I was a little hesitant about trying it again. However, since adopting MARS 1 Facing of MARS® £70.00 28% £19.60 CAPITAL my sales have gone up around 20% and they’re still growing. I was told the MARS, easy to follow category management system CAPITAL could boost my sales by 12%, but my sales have gone up by 20%. CAPITAL is a fantastic method of keeping 2 Facings of MARS® £86.10 28% £24.11 product turnover high which is especially important in a recession. Retailers like me should delist the slowest selling 10% of our confectionery range and fill the new space with the best sellers. I’d really like to thank the local MARS team who have always been available to help 3 Facings of MARS® £98.00 28% £27.44 and answer any of my questions. Earn an additional £31.36 profit each month for multifacing Mars! Group by product category The consumer shops by product category, not manufacturer! Make sure you group your products within filled bar, bitesize, block, sugar and medicated categories. Allocate space according to sales Ensure you allocate your shelf space appropriately. • Filled bar category sales represents approximately ®/TM/Design MARS Chocolate UK 40% of total confectionery. MARS Chocolate UK, Slough SL1 4JX, England • Bitesize category sales represent approximately 20%. • Block category represents approximately 20%. Site confectionery in high traffic flow area To capitalise on the impulse purchase ensure MARS®, MARS DELIGHT®, SNICKERS®, MARS DUO®, MALTESERS®, TWIX®, SNICKERS DUO®, BOUNTY®, GALAXY®, GALAXY RIPPLE®, GALAXY MINSTRELS®, GALAXY CARAMEL®, GALAXY BUBBLES®, GALAXY A LITTLE EXTRA®, MILKY WAY MAGIC STARS®, M&Ms the fixture is in a high traffic flow area. PEANUT®, REVELS®, TWIX XTRA® and TOPIC® are registered trademarks. ©MARS 2010. Feb 2010 CP1011562. *IRI 12 wk ending 26 December 2009 WWall_Inside.aiall_Inside.ai 1 12/02/201012/02/2010 12:0212:02 Select the right range Best sellers in best sites • De-list your slower selling lines • 70% of confectionery is bought • Don’t waste valuable shelf space on Impulse so ensure your customers on products that don’t drive sales can see your best sellers Products on ends i.e. soldiered = 25% lost sales Double banking 16% sales lost Slower sellers in Best Sellers best site & Multifaced Underfaced Category has more space than required Best Sellers not in best sites Product Category Split Site confectionery in Multiface the best sellers Group by product category Allocate space high traffic flow • Help your customers - the consumer shops • Lack of availability = lost sales! • The more people that pass by product category not by supplier according to sales the display the more sales you are likely to make.
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