Barr identifies six specific shopper needs that it says cover all the major consumption occasions to help retailers organise the chiller
BARR Soft Drinks has designed a new system for managing the soft drinks fixture based on three drivers it believes will contribute to category growth within c-stores.
The three drivers are health and wellbeing, taste and fun and lifestyle and culture, which the firm reckons reflect changing consumer lifestyles, influences and needs in relation to buying and consuming soft drinks.
To help retailers tap into these drivers, Barr will be producing bespoke POS for each need state identified by the programme, with further support including an app which will give access to regional planograms.
The new approach involves focusing on six specific shopper need states, enabling retailers to merchandise the fixture to really engage shoppers.
The six consumer need states identified by Barr are:
Healthy Refreshment – water and water-plus products.
Tasty Hydration – low calorie products with the health benefits of water and the great taste of a carbonate.
Everyday Enjoyment – Barr calls this the backbone of the fixture and says it needs a good range of choice.
Adult Social – indulgent treats and options for those that avoid alcohol.
Connecting Cultures – a vibrant section to tap into growing demand for exotic flavours.
On The Go – Barr said nearly one in three purchases is an energy drink so this section needs to offer the right range of products and flavour choices.
Barr’s new approach has been trialled over two months at three stores in different regions with different shopper profiles. The firm said it has delivered an average sales uplift of 18%.
Barr Soft Drinks category and shopper marketing controller, Nick Bentley, said: “We’ve taken a long, hard look at the category, together with the lifestyle changes that are sweeping across the UK and how they impact on soft drinks consumption.
“It is difficult for retailers to be an expert on every category within their store and that is where we can help by really understanding your shopper at local level, to ensure your store stands out from the crowd by offering the choice they really want.”
“The trial has shown that our new approach can really drive incremental sales by engaging shoppers and driving loyalty.
“We’re now looking forward to rolling out the category vision nationally.
“Using a regional planogram based on these shopper need states will ensure that retailers are offering the right range of products for their shopper.
“Merchandising the chiller in a clear and engaging way will make shopping the soft drinks fixture much easier”
