BIG night in shoppers are impulsive, so if retailers want to extract as much basket spend as possible from these customers then visibility needs to be a key consideration.
That’s the view of Jo Alvarado, customer excellence director at Mars Wrigley Confectionery, who stressed the importance of visibility and availability in securing extra big night in sales.
“Popular confectionery items should be located just below eye level, at ‘buy level’, to take advantage of incremental sales,” said Alvarado.
“Availability is also crucial, remember to re-stock each morning and prior to peak traffic times.
Dan Newell, confections marketing manager at Mars Wrigley echoed Alvarado adding that when it comes to the big night in, it might be worthwhile to spell things out on the fixture.
“Creating a clear display that communicates the big night in occasion draws shoppers into the fixture and cross category promotions will certainly encourage incremental purchases.
“Remember to focus the display on products that are ideal for sharing such as Starburst ‘Tear and Share’ pouches, which are great as they are individually wrapped and offer a variety of flavours for everyone to enjoy,” he said.
