Shout about offers and show value
FROM Netflix and Amazon to an abundance of on-demand and catch-up services available through the traditional broadcasters, there’s never been more choice for a family night in front of the TV.
The same could be said for the number of confectionery and snack brands available to families looking for something to tuck into over a Hollywood blockbuster.
That seems to have been the thinking at Lees of Scotland as the Lanarkshire-based confectionery brand has put the living room settee at the heart of its latest campaign – recognising the sales driving power of the big night in.
Sheevaun Thomas, new product development manager at Lees, outlined how the firm’s new campaign positions its sharing packs as perfect for a family night on the couch:
“For Lees, big family nights in watching TV together is one of the key focuses for sharing products.
“Our recent TV advert demonstrated just this, with the whole concept supporting family nights in on the couch sharing a tub of Lees Mini Snowballs,” she said.
Thomas suggested that to make the most of the big night in opportunity, retailers should consider how they position sharing packs, with promotions playing a key role in influencing customer perception.
“To make the most of impulse opportunities, snacks for big nights in should be promoted as affordable treats – something that consumers can pick up without splashing out and feeling guilty,” she said.
“Consider multibuy offers of sweet and savoury sharing products and drinks to make it easy for customers to get everything they need for a big night in and make sure you have some products near till points for last minute purchases.”
Pick a combination of products you think would work well as a big night in bundle and create a meal deal.
• Andy Mutton, managing director at Storck UK, the firm behind Toffifee, agreed that promotions can play a pivotal role in the success of a big night in offer.
“Shoppers love a deal,” said Mutton, “Pick a combination of products that you think would work well as a big night in bundle and create a meal deal. Include a choice of refreshment, a main meal such as a pizza, a savoury snack like crisps and a sweet option to finish off, such as Toffifee.”
Storck, which values casual boxed chocolate sales at £286m, reckons its Toffifee 100g pack offers a big night in opportunity to retailers and Mutton provided some more suggestions of how retailers can capitalise on this.
“Sharing is key. Consumers are often choosing a big night in in favour of going out, however it is still a social occasion involving a group of people, so sharing formats like the Toffifee box are therefore the best option in order to cater for everyone,” he said.
“Choose your favourite products. Why not have a big night in fixture in your store which has all of your go-to choices when it comes to having a big night in.
“Label it, ‘our big night in essentials’, making customers feel as if they can’t have their big night in without those items.”
Mutton added that retailers should keep on top of upcoming events as big night in occasions tend to be particularly popular around major sporting events or towards the end of a particularly popular television series.
