There are few better ways to engage your shoppers over summer than with an in-store fun day.

Partnering with brands, such as Kinder, which are passionate about supporting local shops for these events, enables retailers to further demonstrate what their shop can really offer.

This summer, Ferrero partnered with two Nisa retailers – Suki Athwal of Shop Around the Clock in Tenterden, Kent, and Jack Matthews of Bradley’s Supermarket in Quorn, Leicestershire, to create a community day designed to underline their role in their local areas. The retailers received Kinder PoS and stock to give away, with the events also featuring magicians and musicians.

“Community events are great to host because they create a real buzz around the store,” said Athwal. “I noticed a lot of our regulars popping by to have a look. The word got around our local area and that drove a lot of traffic into our store.”

“It’s great to be recognised by Ferrero for our work within the community,” agreed Matthews. “The fun day helped to drive home that we’re a community store and that we like to get involved and build relationships locally where possible.”

Why Ferrero supports independent retailer events

Athwal and Matthews were picked to receive the support for these events as they both have a large presence within their local communities and serve as hubs for the respective neighbourhoods. Both are also fans of the brand, and Ferrero was therefore keen to give back to them to celebrate their hard work as community pillars. 

“Kinder offers the number-one count line in the convenience market^[1] and our range is ranked number three in value in the kids’ chocolate category^[2], so we recognise we have a significant role to play in supporting retailers with their ranging and overall business success,” said Ben Taylor, group shopper marketing controller at Ferrero.

“Partnering with retailers at events like these is important to us because we want to show them how brands like Kinder can help stores bring their communities together. Our goals for events like these are to build better relationships with retailers and show them that we are committed to helping them build their businesses.”

How Kinder can drive your sales

Ferrero is encouraging you to get involved in community days such as these and drive engagement within your store – whether this is through music, games for families or even something as simple as sampling products. But if a fun day isn’t on your summer activation plans, you can still help drive your sales and profits with Kinder. Here, we reveal Ferrero’s top tips for success:

1. Stock a strong core range, such as Kinder Surprise, Kinder Chocolate and Kinder Bueno to help ensure you stay relevant all year round. Stocking the products your shoppers are looking for enables you to build trust and loyalty with your customers, who will know they can rely on you.
2. Tap into calendar moments. Engage with the local community and collaborate with organisations and local groups to promote family-friendly initiatives and events.
3. Cater for families by offering cross-category promotions and creating bundle deals for movie nights and family game evenings, or by grouping together baking ingredients with confectionery so families can bake together.
4. Ensure ease of shopping with clear category segmentation and product positioning. Placing Kinder Surprise products in areas where those shopping for their families are able to access them easily, enhancing their overall shopping experience.

^[1] Unit ROS, IRI – Total convenience, Total confectionery, MAT to 18/02/24 ^[2] NielsenIQ Retail Measurement | GB – FERRERO – KIDS CHOCOLATE MASTER | Entire dataset last 52 weeks to week 03.02.2024