Retailers urged to champion smaller formats to drive January sales
Smaller formats are key to driving BWS sales among cash-strapped convenience shoppers in January, according to leading supplier Diageo.
The Smirnoff, Johnnie Walker and Guinness supplier quoted a HIM consumer survey asserting that 22% of consumers list smaller pack formats as their most important consideration when selecting products in-store.
It said 20cl and 35cl bottles merchandised alongside 70cl bottles in blocked fixtures can drive sales in the New Year period.
Customer category manager Claire Kendall said: “Smaller, more frequent shopping is more prevalent in January, after the indulgent festive period teamed with the colder weather. Through our ‘Inspire, Display, Sell’ initiative, we’re keen to help retailers adapt their offering, cater to changing consumer needs, and increase sales as a result.
“Events in the first quarter also provide a valuable opportunity to increase basket spend. For example, Valentine’s Day is a key event in the New Year, with many retailers noting that the event drives more sales growth than other events such as Halloween and Father’s Day. Research shows that 33% of shoppers will buy alcohol specifically to celebrate Valentine’s Day and spend up to £37 per trip on this mission.
“Convenience stores have the perfect opportunity to capitalise on these events by driving impulse purchasing and trip spend with eye catching displays and cross category merchandising.”