We’re back with the third instalment of our Store Showcase. As we continue our journey across the UK to spotlight top performing retailers and uncover what drives soft drinks success, let’s meet our next retailer...
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Bobby's Store
Bobby Singh is an influential retailer based in Yorkshire, who runs and owns two independent stores across the area. Recently, we caught up with Bobby at his BB Featherstone Superstore & Post Office in Pontefract.
Who are your main soft drink shoppers?
Well, it’s clear that Bobby’s customer demographic reflects the diversity of the category, and how the soft drinks aisle has become a destination for all. From Gen Z customers grabbing a fizzy favourite like Tango, to gym-goers reaching for a protein-infused boost with Jimmy’s Iced Coffee Myprotein and workers picking up a low-sugar option on-the-go such as Robinsons Ready to Drink. This makes it key for you to cater to a variety of tastes, lifestyles, and age groups with a varied soft drinks range.
Where is your soft drinks chiller located and why?
It seems that a top tip among many of our retailers is to place your soft drinks chiller at the back of your store. This will ensure your shoppers make the journey through the rest of your store and encourage them to pick up additional products, helping to boost impulse purchases and increase basket spend. That’s how Nishi merchandises his, and Suki revealed in our first episode that he is in the process of moving his chiller to do the same…
What soft drink trends have you noticed among your shoppers?
It seems that Bobby’s sales data is reflecting the major shake-up seen within the soft drinks category in recent years, driven by the rise in energy drinks and the growing demand for healthier choices. Energy drinks have exploded in popularity across age groups, while low-calorie, vitamin-enriched, and plant-based options are reshaping what “healthy” looks like in the chiller.
For those energy shoppers, why not try stocking our latest Rockstar Energy® Blood Orange Zero Sugar - a limited-edition flavour in a brand-new 330ml £1 price-marked pack (PMP) can. To catch the health-conscious crowd, you can incorporate our new Lipton Kombucha range into your chiller - a low calorie and sugar combination of great tasting flavours, including Strawberry Mint, Raspberry and Mango Passionfruit
How do you use At Your Convenience to maximise your soft drink sales?
Want to join Bobby in reaping the rewards of our platform? You can start now by signing up below to receive a free case of Pepsi MAX®, Tango or Rockstar Energy®. Already a member? Log in to explore the range of insights, Point-of-Sale, free trial cases and social media images available.
What's your top tip for retailers looking to boost their soft drink sales?
What a great tip from Bobby there - placing a store’s main fridges at the back of the store while positioning impulse chillers/units near the entrance is a smart layout strategy. It’s no secret by now that larger chillers at the rear encourage shoppers to explore a store, increasing the chance of additional purchases along the way. However, the front-of-store impulse chillers serve as a quick-grab solution for those shoppers seeking refreshment on the go - perfect for commuters, lunch-time visits, or customers popping in for a thirst quencher.
So, that’s it for our latest Store Showcase. We hope you’re learned a new trick or two to elevate your soft drinks sales, and in the meantime, stay tuned for our next instalment…
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