Making the deal sweeter

PURSE strings are getting tighter this year but retailers can still drive up some impulse sales, according to sweets giant Perfetti Van Melle (PVM).

The confectionery firm advises retailers to focus on tapping into one of three key shopper missions: refreshment; indulgence, such as fruit flavours; and on the go.

PVM advises stocking a variety of flavours, textures and formats, including PMPs, to offer choice in the leading brands – as they provide peace of mind and always sell first.

Visibility is also key – shoppers respond well to cross-merchandised fixtures and clearly signposted sections in store that target specific occasions, reckons PVM.

Talking about PMPs, Paul Robinson, controller for convenience and wholesale at PVM, said: “While there is sometimes concern about the impact of PMPs on profit margins, the allure of a PMP will help to increase impulse purchases, encourage repeat custom and ultimately drive stock through more quickly.

“Our range of household brand names have been trusted and loved for generations and have a reputation for offering great value, making our price-marked products an attractive proposition to retailers.

“Retailers should ensure they and their staff know about these brands, and check that there is always a good selection on offer across core and sugar-free ranges.”