With summer on the horizon, now is the time to make your soft drinks display sparkle to drive sales. Last month, category expert Jemma Healy from Lucozade Ribena Suntory visited Dilmeet’s store in Gerrards Cross, Buckinghamshire, and shared her advice on how an eye-catching display and strong core range can grow sales in a category worth £1.7bn to independent retailers.

Focus on

Dilmeet Singh

Londis Gerrards Cross, Buckinghamshire

“I could see the change in the shop straight away,  so I am not surprised by the sales increase – adding new facings has been particularly effective. Energy sales have increased considerably, and new flavours have helped refresh our display. Shoppers are responding well to the changes.”

Expert advice

Jemma Healy
Commercial activation controller, Lucozade Ribena Suntory

“It’s great to see that the changes we made in Dilmeet’s store have increased his sales. The key for Dilmeet is to look at the data to work out what sells best, and then use those top-selling products as the centrepiece of the category and a signpost for exciting new and limited-edition products.”

Shoppers couldn’t see the bestselling products easily, so we gave them priority space in the chiller and displayed them with multiple facings.

To cater to different customers’ missions and needs, we blocked products by category and then by brand to make the fixture easy to shop.

To drive excitement and tempt shoppers into trying something different, we made room for new and limited-edition products next to big sellers.