Merchandising Tips

Maximise sales to maximise profits

As one of the top categories within the independent and convenience sector, it?s important that soft drinks are correctly merchandised to maximise the profit opportunity they represent.

Why not follow our top tips to boost your soft drinks sales.

Visibility

Vimto Chiller
  • Soft drinks are a key impulse purchase so make sure they are displayed in a prominent position, either close to the till, front door or next to snacks and confectionery.
  • Ensure drinks are chilled to drive maximum impulse purchases.
  • In a high-traffic shop, increase space for additional chillers to maximise sales opportunities.
  • Position the soft drinks chiller in a prominent location with clear signposting.
  • Use POS, fridge stickers, wobblers and window posters to encourage consumer purchases.
  • Soft drinks are also a key ?top up? or distress purchase between main supermarket shops. To ensure you capitalise on this, offer a good range of cordials and 2-litre carbonates on the ambient fixture.

Make the most of your range

  • Stock the top brands and the best-selling lines such as Vimto, ensuring that the space allocated to soft drinks reflects the manufacturer?s market share, growth and brand investment.
  • Use new products, such as the Vimto pouch to add variety and interest to the range and encourage impulse purchase.
  • Stock a mixture of brands across the carbonated, still, juice, sports/energy and water categories to meet differing consumers? needs and purchasing occasions.
  • Stock a range of products such as no added sugar alternatives to satisfy the needs of consumers looking for a healthier option.
    • Panda POS
  • Stock products that meet the varying needs of your customers, from teens to ?on-the-go? adults and mums making ?top up? purchases.

Merchandise effectively

  • Allocate extra facings to best sellers like Vimto to enhance visibility and maintain availability.
  • Maximise impulse purchase with display space or chillers on the way into the store.
  • Encourage trial of different products reduced-price or price-marked packs.
  • Merchandise similar categories together. Group products within the chiller for easier consumer signposting.
Vimto Cocktails

On-Trade Tips

  • Display premium soft drinks to raise awareness. Many customers are not aware of the alternatives and may be bored with standard oranges and colas. Stock a wide range of other soft drinks, for children, teens and drivers.
  • Use point of sale, particularly at lunchtimes when customers are less likely to want alcohol.
  • Use hot-spots and blackboards away from the bar to make customers aware of what is on offer.
  • Customers are prepared to pay a premium for quality, so stock a range of packaged and post mix drinks. Vimto is available in both a 250ml glass bottle and in bag-in-box formats for dispense.
  • Provoke interest and communicate the benefits of soft drinks with back-of-bar displays and table-top point of sale.
  • Offer jugs of premium soft drinks or soft-drink cocktails. Vimto is an excellent mixer and can be used as a base for punch or in cocktails.
  • Train your staff to sell soft drinks alongside food and offer refills during the meal. Most customers will not go back to the bar once their meal has been served, so offer a table service.