Easter is an ‘eggciting’ opportunity for Incremental confectionery sales
- Cadbury is the No.1 brand* at Easter with the No.1 and No.2 Easter confectionery best sellers; Cadbury Creme Egg and Cadbury Mini Eggs*
- Cadbury Creme Egg, Cadbury Mini Egg and Cadbury Dairy Milk Egg n Spoon account for 51%** or traditional Easter sales in Independents and Symbols in 2014.
- Self-Eat products are the key opportunity for convenience stores through the duration of the season
- If you decide shell eggs are right for your store, we recommend focusing on the very top sellers. Cadbury shell eggs account for seven of the top ten SKU’S* and the very best seller is Cadbury’s Cadbury Creme Egg medium shell egg.
Our guidelines for a Joyful Easter:
- Be ready Day 1 2015
Have self-eat Easter products available early, especially limited edition products - consumers are waiting to get their hands on Cadbury Creme Eggs
- Focus on Best sellers
Our recommended priorities are:
- Take advantage of promotions
Our Cadbury Creme Egg Gooless Egg promotion helps to drive excitement and interest in store, and last year it helped bringing in 20% more consumers than the previous year^^ to the brand.
Every day one consumer stands to win up to £1000 in store by unwrapping a Gooless Egg and what’s more this promotion is exclusive to the impulse channel.***
Display Cadbury Creme Eggs in bespoke promotion POS for maximum stand out.
And for the second year retailers also stand to win; if a consumer wins in your store we will match their win with stock vouchers to the same value or Love to Shop vouchers
- Location is crucial
Merchandising products in high traffic areas is crucial to maximising impulse purchases. Make sure displays are highly visible and consider secondary sites and window features.
- Use manufacturers Point of sale
These have been designed by experts to create maximum impact and help ensure a strong presence and eggcitement in your store.
Using manufacturer POS in high traffic location can have a significant impact in sales in your store^.
- Get the timing right
Benefit from our huge media investment, have stock available and ready for consumers when their awareness is at a peak.
* Nielsen Total Value to w/e 19.04.14 total coverage
** Nielsen Total Value to w/e 19.04.14 Symbols and Independents
*** Available to Independents, Symbols and selected Impulse store partners. Promotional terms and conditions apply. Full details click here
^ C-store shops project 2014
^^ Kantar Worldpanel, combined Panel data 12 w/e 17.0313 v a year ago ^^^ Non-PMP versions available. RRP is recommended only, retailers are free to set their own price.