Six weeks on from our visit to Pradhyot Gandhi’s store in Bradford, West Yorkshire we find out whether the changes made to his soft drinks display by Lucozade Energy experts Claire Keaveny and Jonny Acton have boosted sales.
Focus On
Pradhyot Gandhi
One Stop Bolton Lane
Bradford, West Yorkshire
“I hadn’t realised how much price marked packs can boost sales and attract repeat customers. They’re clearly great sellers. The price-marked packs complement my permanent offers and the value message really appeals. My Lucozade sales almost doubled and the company’s advice inspired me to apply what I’ve learned across the store to grow my sales even further.”
Expert Advice
Jonny Acton & Claire Keaveny
Field Sales Manager & Senior Brand Manager
Lucozade Energy
“Pradhyot’s passion and natural instinct to please his customers were a delight to see, and we’re excited that the changes made have increased his soft drink sales significantly. His improved price image will continue to attract loyal customers and grow his sales.”
Challenges and Changes
- Price-marking: Pradhyot was missing out on sales of some fast-selling lines. Price-marked lines in different formats, including cans, were added to provide an entry point to the energy market, improve value perception and increase loyalty.
- Effective PoS: Pradhyot’s display wasn’t capitalising on the extensive Lucozade Energy campaign. Eye-catching shelf-edge strips, wobblers and a display bin were introduced to highlight the campaign, boost brand recognition and drive sales on high-margin lines.
- Visibility: Pradhyot’s top-sellers and low and zero-calorie drinks, such as Lucozade Zero, weren’t standing out. The display was rearranged to place them at eye level to encourage planned purchases and increase impulse buying.
Key Lessons for Your Store
- Stock price-marked options as an entry point to energy drinks, to improve the perception of value in your store and increase customer loyalty.
- Use eye-catching PoS, such as shelf-edge strips, wobblers and display bins to reinforce consumer campaigns and boost high-margin sales.
- Display top-selling lines and low and zero-calorie options at eye level to encourage planned purchases and increase impulse sales.
The Result
£5,774 predicted soft drinks sales increase per year, based on data from a six-week period
Before photo:
After photo:
Lucozade Energy Tips
- Use price-marked packs to increase value perception and build trust with shoppers.
- Make the most of consumer campaigns by using PoS to drive brand recognition.
- Ensure top-selling lines are displayed at eye level to encourage high-margin sales.
- Stock low and zero-calorie next to core flavours to offer shoppers healthier choices.
Key Lessons for your Store
- Stock price-marked options as an entry point to energy drinks, to improve the perception of value in your store and increase customer loyalty.
- Use eye-catching PoS, such as shelf-edge strips, wobblers and display bins to reinforce consumer campaigns and boost high-margin sales.
- Display top-selling lines and low and zero-calorie options at eye level to encourage planned purchases and increase impulse sales.
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