Visibility and merchandising

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

Displays

Back bar displays

Using back bar space to showcase products will increase visibility of the brand and increase your sales!

By using examples such as this, you can build your own displays.

Remember, this is your opportunity to be creative!

Linked displays and POS

Spirits and mixers offer a high-margin impulse purchase opportunity

You can drive demand by linking two items, for example:

• Gordon's Gin and 'Schweppes' tonic
• Bacardi and 'Coke'
• Smirnoff and 'Schweppes' Mix

Ways of communicating these links include:

• Clip-on optic strips
• Use of back bar displays
• Back bar chalk boards feauturing simple messages

In trials, displaying 'Schweppes' Tonic near Gordon's Gin increased sales by 25%*

*Source: John Clements, Scottish & Newcastle
**Source: Weight Watchers, 2003

How to make more from you back bar display

Tips

• Have a permanent soft drinks display area
• Free bar areas from general clutter and glasses
• Create impact with back bar display units - they take up very little space
• Rotate displays to give variety, focus on new products and promotions. Change attracts attention
• Display straight drinking packs such as 'Coca-Cola' and 'Diet Coke' 330ml

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.'

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.'

*The Publican Newspaper May 27 2002

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