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Point of sale can support the ‘big night in’

With the recession still biting, the trend towards the ‘big night in’ continues and while that may be bad news for restaurants, bars and clubs, its good news for the grocer and independent retailer. A great range of products, some effective point of sale (POS) display and a little imagination will help develop an effective cross-selling range.

A number of supermarket and convenience store changes have made specific changes to their branding and ranges to make the most of this continuing consumer trend, and that should be a good enough reason for independents to follow suit. For example, Spar UK has revamped its evening meal and meal accompaniment range, to tap in to the growing trend for big nights in and sharing products.

POS display can help turn a random series of products into your own co-ordinated product range: food and drink are the obvious product ranges but – and this is where the imagination becomes important – the range can be extended to include many other items. These can either be displayed together throughout the store or linked together using branding, signage and posters. Put together some effective window displays and mail-drops to maximise the effectiveness of your campaigns. You also need to show a reason why customers should choose your store: it may be cost, quality, convenience or product range.

 

The summer will offer many opportunities to link you ‘Big Night In’ promotion with heavily publicised TV and sporting events and the cleverest retailers will tailor the campaign to the specific event. And the ‘Big Night In’ is a social event – the home equivalent to a night out – so make sure you concentrate of the ‘sharing’ aspects – in your marketing as well as your product ranges.

To take one example, the recession-driven trend towards entertaining and socialising at home is still great news for sales of nibbles. Kantar data from 2012 showed the crisps and snacks market growing at a rate of 8.4% year on year. The indications appear to be that, despite the absence of the Olympics and the Jubilee celebrations, sharing and premium products will continue to do well 2013.

The Grocery Trader has recently reported on the increased focus on hot snacks as part of the Big Night In so you can extend your range into the chilled and frozen cabinets. Perhaps put together some Deals to cross-promote across the range.

Remember to watch this space as we will be releasing a range of great blogs over the coming months. Our readers can also find our Wrights Plastics GPX Facebook page at http://www.facebook.com/WrightsPlasticsGPX. For all the latest goings on, you can keep up-to-date with Wrights Plastics GPX on Twitter https://twitter.com/WrightsGPX. And we also now have an Wrights Plastics GPX Google+ page live at https://plus.google.com/u/0/117105393331417807514/posts.