Now in its seventh year, Mars Wrigley Confectionery’s Merchandising with the Masters programme sets out to help independent stores improve their gum displays to boost sales in the category. Here, Better Retailing meets this year’s retailers
If you would like to drive your gum sales and improve the performance of your store, please complete the form below and we will be in touch.
Retailer
Ranil Adhikari
Londis, Binfield Road, Bracknell
“We have very limited space on our till counters, so we really can’t put our gum where it is visible. We only display it on lower shelves, next to sweets and other confectionery. Most of our shoppers do not even see the items, or can’t reach them during busy periods.”
Retailer
Jason Bushnell
Budgens Mortimer, Reading
“Our 6,000sq ft store has so many products, which means smaller items, such as chewing gum, are not visible enough, especially during busy periods. Our gum sales are low as a result of this and we would like to find opportunities to really boost them.”
Expert Advice
Kalpesh Patel
Customer Development Representative
Mars Wrigley Confectionery
“In both stores we are going to add some highly visible, eye-level fixtures onto the tills, that are designed to hover above the cash register. We will position the top nine bestsellers, arranged clearly so that customers will buy them as they are paying for their sandwiches and drinks.”
Mentor
Sudesh Patel
Londis Coulsdon, Greater London
“Taking part in the project really helped me last year. I was not taking full advantage of an easy sales opportunity. Most customers will buy gum if it is within reach, especially if they are buying food. Last year, my chewing gum fixtures were raised to eye-level and sales went up by 15%.”
What happens next?
Ranil and Jason will make changes to their displays based on advice they will receive during store visits from Kalpesh. These changes should boost sales in both shops over a six-week period in which they will follow Mars Wrigley Confectionery’s tips. Find out what advice is given in the next feature in this series.
If you would like to drive your gum sales and improve the performance of your store, please complete the form below and we will be in touch.
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