Energise your sales: Go big on soft drinks

As the weather gets warmer and appetites for soft drinks grow, we join two experts from Lucozade Energy to see how you can drive sales with PMPs and increased brand visibility during their extensive summer campaign.

Focus On

Barry Seymour

Littletown Londis
Liversedge, West Yorkshire

“Sales are good, but I struggle with making a good margin, so was a little sceptical about introducing pricemarked packs initially. I want to offer value to customers so I’m trialling them. I’m very happy with the changes and I hope that adding zero-calorie choices will help with the Soft Drinks Industry Levy. I’m confident my sales will increase significantly.”

Expert Advice

Claire Keaveny 

Senior Brand Manager 

Lucozade Energy

“Barry’s large, well-stocked chiller has great potential.  By introducing vertical blocks of pricemarked packs and a variety of Lucozade Zero flavours alongside his bestseller Lucozade Energy Orange at eye-level, we’ve added excellent value choices at higher margins.  Eye-catching POS in line with the current Lucozade Energy £10m consumer campaign has also been added to aid brand recognition and value perception.”

Before Photo:

 After Photo:

“Barry’s large, well-stocked chiller has great potential.  By introducing vertical blocks of pricemarked packs and a variety of Lucozade Zero flavours alongside his bestseller Lucozade Energy Orange at eye-level, we’ve added excellent value choices at higher margins.  Eye-catching POS in line with the current Lucozade Energy £10m consumer campaign has also been added to aid brand recognition and value perception.”

Challenges & Changes

• Pricemarking: Barry was missing out on faster sales by not stocking pricemarked packs which are known to build trust with shoppers so we added several new pricemarked lines.

• Branded PoS: Key lines weren’t standing out as there was no PoS to support the current consumer campaign. To boost shopper engagement, shelf strips, wobblers and bins were added.

• Brand Blocking: Brands weren’t faced in line with Barry’s bestselling products. Blocking and double-facing top sellers and low and zero-calorie options helps shoppers to decide to trade up.

Key Lessons For Your Store

1) Use pricemarked packs to encourage faster sales and give shoppers a best-value perception.

2) Engage with active consumer campaigns through matching PoS to attract high-margin sales.

3) Highlight bestsellers by blocking them vertically to help shoppers decide to trade up.

Did You Know?

94% of adults will see the Lucozade Energy campaign 45 times!

What happens next

In the next feature Claire visit Bradford retailer Pradhyot Gandhi to see a shop with a completely different sized chiller