SPIRITS shoppers pay close attention to the price of the bottles they are buying, says Maxxium UK, and that means PMPs can encourage potential sales.
Business sector controller for cash & carry and impulse Alan McVey said: “Shoppers are scrutinising price more closely than ever and therefore it has become increasingly important to offer fair pricing and perceived value for money.
“Price marking is an ideal solution as it allows consumers to purchase their favourite brands at prices which they perceive as fair.
“70% of shoppers view price-marked packs as a promotion, with 85% trusting price-marked packs over shelf prices.”
Maxxium offers PMPs for The Famous Grouse 70cl and 35cl, Teacher’s 70cl, Sourz 70cl, as well as Jim Beam 70cl and 35cl.
“Maxxium supports the retailers’ right to choose,” McVey said. “We know shoppers trust price-marked packs and that price marking overcomes barriers to trust, giving reassurance that they are not being overcharged.”
Maxxium research shows that the majority of impulse alcohol purchases are consumed within two hours. McVey argued that with consumers broadening their drinks repertoires and premium spirits growing it is important that such products and brands are displayed prominently.
• Following a trial of 35cl and 20cl PMPs on both High Commissioner blended whisky, Glen’s vodka and 70cl Glen’s Platinum vodka, Loch Lomond Group is rolling out PMPs for 70cl bottles of Glen’s Vodka and High Commissioner.
Managing director of sales at Loch Lomond Karl Hayes said: “The introduction of our fractional PMPs helped make Glens the number one vodka in convenience.”