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Star Retailer Brochure final version .pdf


Original filename: Star Retailer Brochure - final version.pdf
Title: Star Retailer Brochure
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Star Retailer Brochure

21/12/11

11:22

Page 2

Contents
Grow your sales by 12%

Getting your range right

Make it easy for your customers

Make the most of your fixture

Star Retailer Success

Rewarding Star Retailers
V1

Become a Star Retailer

Appendix

www.starretailer.co.uk

Star Retailer Brochure

21/12/11

11:22

Page 3

Grow your sales by 12%*
Following key category
principles of Range,
Category and
Merchandise can drive
your sales by 12%

V1

These key steps make it easy for
your customers to find what
they want and make a purchase.
They also help to minimise lost
sales and out of stocks.
*Star Retailer Loyalty Scheme test in 240 convenience stores
October 2010 to 2011

www.starretailer.co.uk

Star Retailer Brochure

21/12/11

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Page 4

Get your range right
Make sure you stock the products
shoppers want to buy:
The top 10 beer and cider products account for 34.2% of total
category sales so make sure they are always in stock.1

Stella Artois
4x500ml

Stella Artois
4x568ml

Foster’s
4x500ml

Strongbow 2l

Carling
4x500ml

Strongbow
4x500ml

Foster’s
8x440ml

John Smith’s Extra Smooth
4x440ml

Carlsberg
8x440ml

Guiness Draught
4x440ml

If shoppers can’t find what they want they will switch to a top brand as a
replacement, so it’s important that the key brands are always in stock.

80% of sales for the whole category come from just 72 products.
Make sure these focus on the top brands and these alone will meet the
needs of shoppers in a small store.2
If you have too many products in your fridge, it makes it hard for
customers to find what they are looking for quickly. 30% of lost
purchases are due to customers not being able to find what they want.2
1 IRI 29 October 2011, Total Impulse exc. Co-op & other Specialists, value sales.
2 Source : HIM Convenience report 2010-2011
The Stella Artois images featured belong to Anheuser-Busch InBev SA. The Carling images featured belong to Molson Coors Brewing Company (UK) Limited.
The Carlsberg images featured belong to Carlsberg A/S. The Guinness images featured belong to Diageo Ireland.

Star Retailer Brochure

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11:22

Page 5

Ensure you give top brands
more space than the
smaller brands

V1

“Making sure the top sellers are clear to see on the shelf,
with enough space too is so important. It stops them
running off sale and makes it easy for customers to find
what they want”
 “Price-Marked Packs are also great as my customers
know they are getting a good price.
They sell really well, better than the plain packs.”
Lucy Calland (Shop Manager, Devon)

ST R TIPS
Shoppers love Price Marked Packs. They show they are getting
a great deal and really stand out on shelf.
They also sell faster than non-price marked packs and help
to drive shoppers to return to your store again.

www.starretailer.co.uk

Star Retailer Brochure

21/12/11

11:22

Page 6

Make it easy for your customers
Make sure it is easy for shoppers to find the
product they want:
30% of lost sales are due to customers not being able to find what
they want. Putting similar products next to each other makes it easier for
your customers to find what they are looking for.
Over 60% of shoppers are loyal to the format of the drinks they buy.
Separating cans and bottles make it even clearer for your customers to find
what they want.
Source: TNS Worldpanel

BOTTLED
Ale

BOTTLED
Cider

BOTTLED
Cider
CANNED
Cider
CANNED
Ale & Stout

BOTTLED
Lager Singles

RTDs

BOTTLED
Premium & World Lager Multipacks

CANNED
Premium Lager

CANNED
Standard & Value Lager

Flow
Most people buy lager & cider at the same time, so make sure
they are sited together.
Source: Kantar Panel Data 2011

Star Retailer Brochure

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Page 7

Put similar products next to
each other to make it easy
for your customers to find
what they want.

Merchandise cans and
bottles apart to make it
easy for customers to see
what they want

ALES AND
STOUTS

CIDER

ER
LAG

V1

“I was really surprised what a difference it made
when we relayed the fridge. It’s easier to keep
stocked and sales have gone up.
It’s so much easier for customers to see
what they want.”
Nick Cordon (Shop Manager, West Yorkshire)

ST R TIPS
17% of shoppers to independent stores leave the beer and cider chiller without making a
purchase so make sure it’s easy for them to find what they want.
Source: Heineken Shopper Research 2010

www.starretailer.co.uk

Star Retailer Brochure

21/12/11

11:22

Page 8

Make the most of your fixture
Display your products to reflect what
shoppers are buying.
Put key brands in high visibility positions to act as signpost.

BOTTLED
Ale

BOTTLED
Cider

BOTTLED
Cider
CANNED
Cider
CANNED
Ale & Stout

BOTTLED
Lager Singles

RTDs

BOTTLED
Premium & World Lager Multipacks

CANNED
Premium Lager

CANNED
Standard &
Value Lager

Shoppers want to buy the favourite brands they know and trust so make
sure you put the top brands as clear signposts to the category.

Star Retailer Brochure

21/12/11

11:22

Make sure top products are
prominent in their block to
guide customers to that
type of product

Page 9

Avoid putting similar
coloured products next to
each other so each product
stands out

Put top products on more
facings than slower sellers
to maintain stock and
make it easy for
customers to find what
they want

ALES AND
STOUTS

CIDER

LAGER

V1

“Making your fridge easy for customers to shop is so
important. It can make a big difference to sales and to
keeping fast sellers in stock. Putting similar products
together and never putting products on less than two
facings are two really simple things that make a big
difference to customers sales.”
Kav Bains (Shop Manager, Nottingham)

ST R TIPS
30% of lost purchases are due to customers not being able to find what they want.
Source: HIM Convenience report 2010-2011

www.starretailer.co.uk


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