Visibility and merchandising

"Both pubs and brands can significantly increase sales by making a product more visible to the consumer." *

Coolers

Cooler stocking policies

There is always high demand on cooler space in outlets.

So, why have cooler space for soft drinks?

Because that's what your customers want ... and these days, more and more of them are choosing soft drink options.

• Packaged soft drinks are better served chilled
• Sales justify cooler space
• In tests, 80% of consumers said they preferred their soft drinks pre-chilled over ice*

*Source: Ipsos 1997

Stocking your cooler efficiently

The way in which you use your fridge space can influence sales. The number of facings each product receives should be based upon the product sales in your outlet

Using this simple ratio can help you:

• Fridge space will be used to its maximum potential - stocks are less likely to run out during peak times
• A well stocked fridge is pleasing to the eye and will help customers when making decisions

Tips:

• Block stock high-selling products like 330ml 'Coca-Cola' and 'diet Coke'
• Ensure fridges are always well stocked to maximise visibility

Show me what to buy!

Think carefully about how you display products. Using space efficiently can affect your profits - good display makes good business sense!

Using space efficiently can:

• Influence purchase choices
• Result in impulse buys
• Promote profitable lines
• Look professional and appeal to customers

Areas to consider:

• Back bar space
• Fridge display
• Optic displays

Are you using these areas to their full potential?

*Source: Ipsos 1997

Efficient use of selling space

Inefficient use of selling space

St Austell Brewery have placed emphasis on good back bar visibility and merchandising. This was done by:

• Briefing managers on a monthly basis
• Encouraging individual creativity and skill
• Using high-margin products to display

Jim Sloan, Retail Manager at St Austell says:

'Soft drinks are a major part of our offering and need to be given a permanent space in the coolers and to be given regular back bar displays.'

Read the case study to find out more...

John Bamford, Manager of the Westwood Inn says:

'We can go a whole lunchtime without selling an alcoholic drink as everyone drives. Since we have built a display for 'Coca-Cola' 330ml, our sales have increased substantially.'

Read the case study to find out more...

*The Publican Newspaper May 27 2002

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