Confectionery is not only the most valuable category in your store, it is also the most impulsive category2. This means it can help you unlock more sales in your store.
Great display is key to driving incremental sales opportunities in your store.
Great displays make it easy for your shoppers to select what they are looking for and inspire them to buy what they hadn't considered.
Our key principles help to maximise conversion from shopper to buyer:
Location
Can you see the category?
Is there a main fixture and secondary sites?
Category
Management
Is the fixture tidy and logical to shop?
Are shelves and hooks fully stocked?
Brand
Merchandising
Does space reflect market share?
Are best sellers in best selling locations?
Range
Assortment
Does the range include best sellers?
Does it cover all need states: self - eat, sharing and gifting?
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
Unlock sales through four key areas in store
Find out about the choices we offer
1 Cadbury UK UK Internal Research, Sep 2007
2 CPT Tracking Program, Spring 2012