Cross-selling – the big lunchtime opportunity

Lunchtime presents a key opportunity, says Susan Nash, Trade Communications Manager at Mondelez International, for driving sales through cross merchandising, which ultimately helps to drive incremental purchases and increase revenue. Retailers should consider what their customers look for in-store at lunchtime, and merchandise accordingly to take full advantage of this part of the day.

‘Food-to-go’ is the strongest growing convenience shopper mission, worth £2.2 billion in small stores, and lunchtime provides a key opportunity to drive sales. During the lunchtime ‘food-to-go’ mission, the consumer will visit a store with a view to buying something to eat straight away.

Research has shown that 70 per cent of purchasing decisions are made in store, and therefore consumers may be considering a main item but also be open to ideas and inspiration. Retailers should look to maximise these impulsive cross-purchasing opportunities by stocking the right products near to their ‘food-to-go’ fridge.

Sandwiches – or their savoury equivalent – along with confectionery, crisps and soft drinks are all popular lunchtime options. By grouping these together and within arm’s reach, the shopper can immediately browse a wide range of options, leading to potential additional purchases and ultimately improving overall customer satisfaction.

Mondelez recommend grouping several lunchtime items together in a meal deal. By offering better value when buying a sandwich, chocolate or crisps and a drink together, retailers can create those extra purchases in-store that are key to driving revenue. Mondelez also recommend communicating meal deal offers outside the store to drive awareness.”

Of Mondelez’s brands, Ritz Crisp & Thin is now worth over £13.9 million and its 30g format launched in two delicious flavours: Sea Salt & Vinegar and Cream Cheese and Onion Earlier this year the brand launched its popular Sweet Red Chilli variant from its sharing bag range into its on-the-go format, which is ideal for meal deals.