As the nights start to get darker, there’s nothing cosier than hunkering down, curtains drawn, in comfy loungewear and a fluffy blanket on hand to make things just that little bit snugger. But there are some things that would make this even better: top of the list should be some sweet treats to while away an evening whilst watching a box set or movie with the family.
The increasing pressures on the household purse suggests that this winter will mean more consumers will be staying in rather than heading out. But this presents a huge opportunity for retailers. Evidence has shown that spend will be redirected towards enjoying small treats at home instead. So, as more consumers are having social occasions at home, how can retailers capitalise on the big night in trend and boost incremental and impulse sales?
Steven Watt, CEO at Rose Marketing UK shares his top seven tips on how retailers can curate sales for the perfect ‘Big Night In’
- Recreate family favourite out-of-home experiences
One easy way that wholesalers and retailers can capitalise on the ‘Big Night In’ is to create more inspiration for JOMO (joy of missing out). Using merchandising and displays to show how easy it is recreating typical out-of-home experiences is a simple and effective tactic. Building a home-style ‘pick ‘n’ mix’ like that found in a cinema foyer alongside candyfloss tubs and drinks is just one idea. A selection of candy from the Candy Castle Crew really comes into its own within this arena as it includes family favourites like Strawberry Kisses, Sour Worms, Fizzy Bottles, Bon Bons, Strawberry Twists and Fizzy Worms as well as the price-marked Gummy Bags. This is a very easy way to create a sweetie bar at home.
Enhance the at-home-movie experience further whilst simultaneously boosting the shopping basket by showcasing ice cream dessert sauces such as the Swizzels Original Squashies Dessert Sauce or the vibrant Eezy Blue Raspberry Dessert Sauce alongside Tutti Frutti Crushed Popping Candy.
Stocking slush pouches from recognised brands such as Chupa Chups and Swizzels Drumstick offers an alternative to traditional colas and sodas. And finally, tubs of popcorn are the pièce de réstistance to a comprehensive, impressive in-store display.
- Affordable options
It’s crucial for retailers to stay attuned to products and pack formats that really resonate with consumers. Price-marked packs account for over half of the snacking segment and purported to be growing annually by 9%. £1 bags have really gained prominence in recent times as they are perfectly aligned to cater for the value-conscious shopper. They offer great benefit to the retailer as they build consumer trust with clear, consistent checkout pricing.
- Stock a wide range of products
Make the shopping journey easy. Not only should there be a good selection of products, cross-merchandising is a good way to do this, for example pairing soft drinks with popcorn or alcoholic drinks with crisps and salted snacks or dessert sauces and popping candy with ice creams and slushies.
- Secondary displays
Place best-sellers in high footfall areas of the store. It is estimated one in 20 shoppers buy from secondary sitings so it’s a good way to increase impulse purchases.
- Increase impulse by interrupting the shopping experience
Posters, shelf barkers and branded gondolas are all ways to catch the shopper’s eye. If they are carefully positioned enroute to popular or essential items will encourage impulse sales. Rose can help with the provision of marketing material for the Candy Castle Crew range to use across the entire store.
- Offer value
A big driver this year is the continued need by shoppers to save on their shopping basket spend. Special deals, sharing packs and price-marked packs are good investments to offer value. Rose supports retailers in maximising the potential of price-marked-packs and are set to launch new PMP products, all strategically priced to encourage additional, impulse purchases. These include the innovative Candy Castle Crew Spray & Sour Jellybeans Splitz that combines sour jellybeans with a liquid candy spray, the Candy Castle Mutations Candy Spray Fire Extinguisher offered in three flavours: Sour Strawberry, Sour Blue Raspberry and Sour Watermelon. The Candy Castle Crew French Fries Candy Spray is a unique candy spray that offers a fun and tasty twist on a classic snack and available in three popular flavours – Strawberry, Blue Raspberry, and Cola. Tango Mini Shockers are mini sour fizz Blue Raspberry, Orange and Apple Cherry chew bars.
- Curate a calendar or events
Be aware of any upcoming events that would cause a big night in: a key sporting fixture, seasonal occasions like Easter or Halloween, bank holidays etc. Make sure the shelves are well stocked to keep pace with demand.
