BAT’s latest gantry in action

The next-gen nicotine category is continuously evolving. Three retailers are among the first to have BAT UK’s new gantry installed. It organises and consolidates the category in one area and uses LED lighting to make it easy for customers to see what’s on offer. We find out how the gantry has boosted the category.

SANTOSH KC, MARYLEBONE NEWS, LONDON

MY CHALLENGE: “There are a lot of vaping and nicotine alternative products around nowadays, so it’s difficult for customers to decide what they want and it’s challenging to manage the category. It’s hard to handle what to display and how to display it. If we had all the products in one place that customers could easily see, it would be easier to serve them, and they would spend less time deciding what to buy.”

BENEFITS OF THE GANTRY

• Cleanliness: It’s much tidier now the new gantry has been installed. Before, products were all in different places, now they’re together.
• Management: Bringing all the products in one place helps Santosh manage his products – the drawers help him with his cigarettes as well.
• Speed: Customers can choose what they want much more quickly, and he can serve them much faster as the products are easier to find.

SANTOSH SAYS: “The gantry looks amazing – we and our shoppers can see the display much more effectively through the LED lighting and overall layout. All the vapes are in one place, so it’s easier for us to manage and stock them. This will be good for the tourist customers during tourist season, as they can be in and out quickly.”

BOBBY SINGH, BB FEATHERSTONE SUPERSTORE, PONTEFRACT, WEST YORKSHIRE

MY CHALLENGE: “Because there are new products coming out all the time, our customers are always thinking about what to go for and what stands out. They can be indecisive, especially when there’s so much variety out there. It’s challenging in terms of space and merchandising. We’ve tried stocking vaping products in front of, on top of and behind the counter, we’ve been a bit all over the place with positioning.”

BENEFITS OF THE GANTRY

• Positioning: Bringing all the vapes and other products together in one location helps to promote the full category to Bobby’s customers.
• Presentation: The LED lighting and digital screen help to highlight the category, and brighten the counter.
• Service: Uniting the products in one well-lit area has meant customers can quickly choose what they want and Bobby can serve them quickly.

BOBBY SAYS: “I’m very happy with having had the gantry installed and the effects it’s had. Over the past six weeks we’ve seen an uplift in our sales because the products are so well presented. It’s all about customers being able to make their mind up and see what they want.”

RIZWAN MOHAMMED, KNIGHTSWOOD NEWSAGENTS, GLASGOW

MY CHALLENGE: “We used to have a gantry with shutters on it, which meant there wasn’t enough space to have all the vapes together with our other next-gen products. Customer awareness is low so getting everything out in view of the customers in a prime spot would look a lot better, and I think it would help increase sales. We also find it difficult to manage and make a list of what we need and what’s selling.”

BENEFITS OF THE GANTRY

• Excitement: Sales are up because customers can actively see everything on offer.
• Visibility: The products on display are right in front of the customer, with increased visibility while uniting the products in one well-lit area.
• Emulation: Thanks to these benefits, Rizwan has had another gantry installed in another of his stores.

RIZWAN SAYS: “My sales are clearly up because customers are able to see everything we have on offer now. Previously, the area behind the counter was all dead space because of the shutters on it. It’s also much quicker for us to serve the customers and monitor the category now, which makes my team’s and my job much easier.”

BAT UK TIPS FOR YOUR GANTRY

1. Consolidate your nicotine alternative products together in one place to promote your full range.
2. Use lighting to draw the customers’ attention, making it easier for customers to see what’s on offer.
3. Organise your range logically to speed up transactions, increasing customer satisfaction.
4. Nicotine alternative product displays stocked behind counters.

EXPERT ADVICE

EDDIE DEVINE, REGIONAL MANAGER – NORTH UK, BAT UK: “After receiving feedback from retailers on the pilot gantry in Glasgow, we’ve started to install these updated gantries across the whole of the UK. They have really helped to organise the category. The gantry helps to consolidate everything in one place, making it a lot easier for retailers to manage, as well as supporting the reduction of theft and increasing retailer security. It’s made the job a lot simpler for the retailer.”