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Freshen up your sales for Freshers Week

As the new university term gets underway, students are in many ways the ideal customers for convenience retailers as they are likely to visit often, buy on impulse and are keen to try new things.

Driving student energy drink sales in your store

Rockstar brand manager, Adrian Howe, speaks to store owner Priyesh Vekaria whose convenience store is close to a university campus, about how you can tailor energy drinks to drive sales for students - the ideal customer for independent retailers.

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Top tips for merchandising during Freshers Week:

  • Leverage brand activation, based on key passion points for students e.g. gaming, or music, and use POS to drive awareness in your store
  • Consider digital pre-shop communication through social media.
  • Where appropriate, link with other categories such as crisps, snacks and nuts and offer drink and snack promotions or meal deals at key times of the day, such as mid-morning or afternoon
  • Students are price sensitive, so stocking price marked packs is key to demonstrating value for money.
  • Offering choice and convenience with different flavours will keep existing shoppers engaged and also bring in new customers to the category. Rockstar launched two new zero sugar flavours last year, Strawberry & Lime and Watermelon & Kiwi, with an additional zero sugar Blueberry flavour added to the range this year.

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