Sarah Brown, Senior Brand Manager at Tangerine Confectionery offers the following tips:
1) Offer variety – The key to a big night in display is to ensure that it contains a product mix that caters to all consumer needs. So whether consumers are looking for something sweet or savoury, there is something to suit their requirements. Newly re-launched Butterkist popcorn, offers a brand new product – Sweet & Salted, with individual pieces tasting of sweet and salt. This new product will appeal to both old and new Butterkist fans, as well as catering to the growing trend for savoury snacks.
2) Stock best selling lines – During a big night in consumers are looking for a modern snack that will enable them to recreate the cinema experience at home, without having to move far from the sofa. The new-look Butterkist popcorn is a best-seller and has a strong connection to the cinema experience, as it aims to make everyday life more like a movie by providing a tasty break from the norm. Butterkist offer a range of new formats including the family sharing carton. The prominent new pack features a tear away lid, which creates the perfect sharing bucket format. A recreation of the famous cinema popcorn box, the carton houses foil packed popcorn so the product remains fresh.
3) Cash in on autumn TV – Family reality TV shows like the X Factor and Strictly Come Dancing provide a good excuse for consumers to indulge in a sharing bag of popcorn or enjoy a toasted Princess marshmallow with friends, so retailers should cash in on these opportunities.
4) Cross category activity – Impactful, well-signposted ‘Big Night In’ displays that incorporate confectionery, savoury and drinks categories will maximise sales and encourage purchase of multiple sharing products from different categories. Products should be grouped together to make it easier for the consumer to shop and pick up everything in one go.
5) Enticing promotional mechanics – Provide a range of promotions – these are often a deciding factor for consumers, particularly during the current climate and especially in the run up to Christmas, when consumers are looking to stock up on snacking products. Multi-buy promotions e.g. ‘4 for £1’ are a strong preference for the impulse confectionery shopper.
6) Exciting displays – Big Night in fixtures are a must, as a large proportion of customers will buy snacks and confectionery before reaching the main aisle. Consumers expect to see popcorn included within the main snacking fixture; however retailers can also benefit from sales, when it is sited alongside other big night in products, such as beers, wines and spirits or entertainment aisles. As a result, Butterkist has created clip strip lines and impulse bins that create a secondary sales opportunity, away from the main aisle.
Tangerine Confectionery
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