New units to light up gum sales

FIVE thousand more retailers will see the light this year, when Wrigley rolls out more LED-lit display units.
The initial launch put 3,200 different units in selected independent and symbol retailers across the UK. After analysing data from over 87,000 transactions, Wrigley says that the LED-lit unit was the clear winner, resulting in an average sales uplift of 16%.
The company says the programme represents a significant investment – each LED-lit unit is said to be worth more than double the amount of its predecessor.
Oli Morton, Wrigley UK sales director, said: “The gum category is performing well (up 4.8% according to Nielsen) and we’re always looking for new ways to drive category growth.
“Gum is a highly impulsive category, and therefore visibility at the till point is key.
“The LED units encourage customer browsing, helping retailers to increase conversion rates and maximise profits.”