Chilled
Chilled - Best Practice
As part of their Convenience Tracker Programme (CTP), him! Research have provided ACS with an up-to-date best practice checklist for the newspaper category. The following is based on their most recent research in which they surveyed 30,000 shoppers across the UK
Are you making the most of this category?.
1. Focus on brand leaders to ensure that you have the right core range to prevent over crowding of the fixture leading to poor availabilities and visibilities.
2. Don’t have wastage paranoia. Treat it as category investment
3. Use decks rather than doors - doors act as barriers
4. Range reflects sales and trends - watch the weather forecasts
5. Range – be credible.
6. Range – stock all sub categories ie fresh meat, fish, ready meals etc
7. Events merchandising – eg strawberries during Wimbledon
8. Cross merchandise – cream with fruit
9. Ensure a good supply chain – daily deliveries of fresh
10. Ensure adequate back up storage to keep fixtures full
11. Golden rule – fruit and veg / perishable – if you wouldn’t buy it yourself take it off the shelf
12. Segment ranges clearly, using POS that helps the customer find the products they want
13. Stock pack sizes and products that are appropriate to the location
14. Meal occasion based promotions (beers with ready meals etc)
15. Be aware of different need states, for instance plastic spoons near yoghurts will turn it into an immediate consumption product rather than take home.
For more information or help on this category contact Ginsters, Heinz, Muller or Arla Foods.