Biscuits are available in 3 formats: Sweet, Savoury & Healthy. The category is relevant to two of the strongest shopper missions in convenience: On the Go and Top Up. Great display is key to driving sales.
Our principles to maximize conversation of shoppers to buyers
Category
Management
Offer a range that represents each subcategory:
Missions
Clearly offer ranges for both the top- up and on –the- go shopper
Shopper needs are very different so it‘s a must to focus on both missions in your store
Range
Focus on best seller and brands backed by investment- these are what your shoppers are looking for.
Merchandising
Space should reflect latest trends
In Sweet biscuits everyday treats are a key opportunity unlike everyday biscuits, which are in decline.
Communication
- Use manufacturer point of sales material
- Make pricing clear
- Maximise use of promotional stock
Timing
Make the most of brand investment- have displays in-store when consumer will be most aware of products
Be aware of seasonal opportunities
Satisfy your shoppers with a range to cover all day parts and missions
Top Up Range
Making Biscuits easier to shop
Having a clear Top-up selection and on the go selection is key, and within both of these selections, biscuits need to be clearly grouped into sub categories:
Your 'Top-up' range should represent 80% of the space you allocate to biscuits, and the range is likely to be better placed away from your 'On-The-Go' range.
Top tips to unlock Top Up opportunity
Clearly segment the layout so there are distinct sweet, savoury and healthy biscuit zones within the fixture. Stock breakfast biscuits within the healthy biscuit offer.
Proportion space to represent the size of the opportunity: Sweet should have the most space at around 60% of space, and savoury and Healthy around 20% of space each
Within Sweet don’t over index on 'Everyday value' – this should only represent 20%-30% of 'Sweet' space, depending on your local demographics
Make sure you are fully stocked and prices are clear, or stock PMP's. Utilise the middle best selling shelves for everyday treats.
Focus on Best sellers and products in growth within each sub category
Use manufacturer POS to highlight ranges