SOFT drinks has become a key category for impulse sales in c-stores in recent years as convenience retailers have worked to maximise the benefits of chilled display units to promote the purchase of single-serve size drinks for on-the-go consumption.
But more recently, as c-stores have attracted customers carrying out more substantial top-up shopping trips, opportunities to sell soft drinks in multi-packs for packed lunches and in sharing sizes for big nights in have also increased.
A number of firms, including Coca-Cola Enterprises and Britvic have presented suggestions for suppliers and retailers to work together to significantly increase the value of soft drinks sales by persuading the UK’s soft drink consumers to choose soft drinks for just one or two more drinks-consumption occasions.
And AG Barr, maker of Scotland’s famous Irn-Bru, and Red Bull, the functional drinks brand leader, also regularly give advice on ranging and merchandising to maximise soft drink sales.
Best practice tips on soft drinks include:
• Ensure you stock a comprehensive range that includes the sales leaders in the key sub-categories of functional, sports and energy drinks, colas, other flavoured carbonates, waters, juice and juice drinks, and health-related drinks.
• Block drinks vertically by sub-categories such as: refreshment drinks, including colas and other carbonates; functional drinks; and rehydration drinks.
• Ensure you recognise local demands and preferences.
• Think about including key soft drinks lines in single-serve sizes in meal deals and similar promotions.
• Consider using sharing sizes of soft drinks in cross-category deals with the likes of crisps, confectionery or quick meal products in big-night in promotions.
• Highlight soft drinks new-product-development lines, limited editions, PMPs, and promoted products on high-profile secondary sites such as gondola ends.
