We’re back with the fourth 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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George's Store
Introducing George Phillips
George is a Londis retailer based in Hemel Hempstead, Hertfordshire, who's store, TJ's Late Shop, has been in his family for 34 years. We kicked off by asking him a few questions...
Who are your main soft drink shoppers?
George finds that he doesn't have a main soft drinks shopper and there is a broad range of demographics who shop for them in his store, which is reflective of the category in itself. He makes sure to stock a wide range of soft drinks to ensure that anyone who enters his store can find something in his chillers.
Where is your soft drinks chiller located and why?
George has taken a different approach to our previous retailers and has positioned his soft drinks chillers towards the front of the store alongside his 'food-to-go' section. He knows people are after something quick and convenient when looking for a drink, particularly at lunch time. By positioning them next to his sandwiches, crisps and hot food it encourages people to add a drink to complete their meal to go.
What soft drink trends have you noticed among your shoppers?
Similarly to retailer, Bobby, George has seen a rise in energy drinks but has also noticed that the core ranges remain key. Stocking a core range of popular classic soft drink flavours is vital for driving sales as well as meeting customer expectations. While offering unique and limited-edition flavours will attract attention, having a reliable selection of mainstream favourites ensures that consumers can find the refreshing tastes they know and love.
George also noted that brands that create partnerships that tap into consumer trends in gaming and film for example, such as the Robinsons Wicked partnership will have a knock on effect on drink sales where that consumer trend is linked.
How do you use At Your Convenience to maximise your soft drink sales?
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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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