The biggest attraction of the big night in occasion is the opportunity for retailers to build big basket spends – and a little effort and thought can go a long way.
At the heart of it, the big night in occasion is a wonderful opportunity for retailers to help customers make the big basket spends that they came to the shop to do. Whether they’re shopping for family or friends coming round to watch the latest Old Firm stramash or granny’s 70th birthday, the chances are that they are less concerned about what they append and more concerned about looking like a good host.
That presents a rare opportunity for retailers to build big baskets by making purchases easy, quick and logical for shoppers to make. Something as simple as building a dedicated big night in fixture can help achieve that, or even just taking time to ensure that your adjacencies make sense. Are your sharing bag snacks next to your 2 litre soft drinks? Do you have some larger format confectionery nearby, and how far away is all that from the beers, ciders and wines? Make it easy and the big baskets will follow.
Clearly, one way to cater for the big night in is to be prepared. Granted, there are a lot of big nights in that you might not know about – big Stewart’s graduation party or Mrs McIvor’s knitting bee – but there are still a lot that you can plan for. School holidays, bank holidays and major sporting and cultural events can all be catered for and all it takes is a little effort and maybe a little thought around in-store theatre or POS.
The categories that you should focus on are all fairly obvious but the general principle is bigger pack formats and a lots of little additional tempters to try to add a few impulse sales on top of the pizzas, cases of beer and take home packs of soft drinks that the customer came in for.
By far the easiest way to ensure that you are always prepared for a big night in shopper is to have a dedicated big night in fixture, says Amy Burgess, Senior Trade Communications Manager at Coca-Cola European Partners (CCEP). She says: It’s all about merchandising for bigger basket spends. Designating a space in-store for the ‘Big Night In’ occasion can add a layer of convenience for consumers, whilst also encouraging impulse purchases that can lead to incremental growth.
“Retailers can also cross-promote soft drinks alongside other products is an evening ‘meal deal’ to increase overall basket spend. This sees a soft drink, such as bottles of Coca-Cola zero sugar or Appletiser, offered alongside starters, mains and desserts for a discounted set price, helping to improve the perception of value for people enjoying a meal at home or hosting a dinner party.”
Once you’ve got the merchandising solution in place, the only thing left to do is choose and range and the communicate it effectively to your customers. To help you do just that, we’ve taken a look at some of the most important categories and products to help you set your big night in sales alight….