Bread
Along with milk, bread is one of the highest traffic generators within C-retailing, so make sure it can be easily seen from the store entrance with VERY clear signage – Alldays enjoyed 13% bread sales uplift by adding simple “Bread is Here” signage.
Keep a well stocked credible range of bread throughout the day – the busiest time for bread sales is late afternoon/early evening, some staff may feel that by 6pm is a job ‘well done’ but you’re actually missing out on sales.
Merchandise bread above morning goods. Remember – 1% of shoppers want morning goods, 20% want bread. Focus on the products where demand exists.
Rolls & snacks are impulse purchases within the convenience sector, so to maximise the sales opportunities of these products they need to be grouped together to drive shopper awareness of the offering.
We are seeing an increasing trend in the premium category especially within Convenience. Products like Kingsmill Gold, Burgen Soya & Linseed and Allinson Wholemeal, which have a loyal shopper, enable retailers to seize this opportunity.
Everyday bread is the biggest category and should be the dominant force in any fixture. Allied Bakeries provides a number of offerings in this area under the Kingsmill Brand.
1. Shoppers now expect to find bread, like milk, in all convenience retailers, and always available for sale.
2. Bakery Shoppers recognize familiar brand names as a signpost to convenience. 80% of total bakery sales are for branded products.
3. Core range & full availability are crucial, with top up and distress shoppers being half of all bakery shoppers. They have and expectation of range and will go elsewhere if there is not the choice they want.
4. Where possible site your bakery fixture at the front of the store. Use exterior and interior signage to communicate that you sell bakery and it’s location in store.
5. Impulse purchases should be grouped together for “shout”, and if possible sold from a secondary display.
6. Recognize the increasing trend toward healthier products. Wholemeal, Wholegrain and Seeded loaves are experiencing growth and should take a greater proportion of the fixture.
Fresh advice from him! Research for 2008:
1. Keep a well stocked credible range of bread throughout the day – the busiest time for bread sales is late afternoon/early evening, some staff may feel that by 6pm is a job ‘well done’ but you’re actually missing out on sales.
2. Make sure bread can be easily seen from the store entrance with VERY clear signage – with milk, it is one of the highest traffic generators within C-retailing. Alldays enjoyed 13% bread sales uplift by adding simple “Bread is Here” signage.
3. Merchandise bread above morning goods. Remember – 1% of shoppers want morning goods, 20% want bread. Focus on the products where demand exists.
If you would like further information on this category contact Allied Bakeries or download a Schematic here:
Updated statistics for 2008 courtesy of him! Research.