With the World Cup, fantastic weather, BBQ season and more all happening at once, we are working with our candy partner Mars Wrigley Confectionery to attempt to drive up basket spend with a Big Night In/BBQ/World Cup, multi-mission fixture.
by Antony Begley
It’s not often in retail that you get a perfect storm of factors coming together to create the ideal conditions for some fantastic cross-category sales opportunities – but that’s exactly what we appear to have at the moment.
Not only is the sun splitting the trees (and has been for weeks), there’s also the World Cup going on and the BBQ season is in full swing. While we’re a bit more constrained in Scotland when it comes to hooking alcohol into seasonal fixtures and cross-category deals, there’s still plenty we can do to try to drive biggest baskets by making it easy for shoppers to grab everything they need for a day in the garden with friends, a night in front of the World Cup with family or a BBQ in the park with everyone!
It’s with that combination of shopping missions in mind that we decided to create a new ‘multi-mission’ bay in the store to combine a few categories with our existing BBQ non-food section.
We decided to lead with a selection of £1 price-marked bags from Mars Wrigley’s candy range across the Skittles and Starburst brands:
- Starburst Original
- Starburst Very Berry
- Skittles Fruits
- Skittles Tropical
- Skittles Crazy Sours
The lines have all been popular in the store before and appeal to a broad cross-section of shoppers, young and old, so should help sort the sharing candy challenge nicely.
We’ve also allocated a shelf to one of our current deals, a six-pack of Walkers for just £1. These are available in four variants:
- Classic Variety
- Ready Salted
- Cheese & Onion
- Salt & Vinegar
With Kettle Chips a big favourite in the store historically, we’ve also added a few facings for lines which are also on promo at just 79p this period from Filshill:
- Lightly Salted
- Sweet Chilli & Sour Cream
- Sea Salt & Balsamic Vinegar
To make sure there’s a soft drink for the kids, we’re trying to upsell to shoppers with some four-packs of Fruit Shoots, again for just £1.
- Orange
- Apple & Blackcurrant
Then, to cater for the sweet tooth and to offer something to finish the evening with, we’ve added:
- Go Ahead Yoghurt Breaks
- Knoppers
Again, these are on sales for just £1, ensuring the fixture is easy to understand and easy to buy from, hopefully pushing up basket spend and repeat business.
Below all of that is our range of BBQ non-food items including disposable BBQs, briquettes, lighting fluid and firelighters. Everything our customers need for a great get together!
