THREE TIPS FOR RANGING RANGING EFFECTIVELY

EVERY shopper is different, so it is crucial their favourite soft drink is always available when they need it. If a store is missing a product their shoppers are looking for, they might go elsewhere, jeopardising repeat purchases, too.

When building a strong range, it’s key for retailers to remember the four soft drink need states: refresh (colas and carbonates), hydrate (water), replenish (sports drinks) and energise (caffeinated energy drinks and ready- to-drink coffees).

Shoppers can only see products within a 1.3-metre breadth, so it’s vital retailers signpost each sector with the biggest brands to help them locate what they are looking for, quickly. For energy drinks, that is Red Bull.

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To offer further choice, there are four key segments that should be included within a store’s energy drinks range to get right: core energy drinks, sugar-free options, flavoured options and multipacks. 3

Start by getting the right amount of space per category. Sports and energy makes up 35% of the soft drinks category, so review the category and ask: have you given it over a third of chiller space?

Don’t scrimp on facings of your bestsellers. For example, Red Bull Energy sells more than any other soft drink in a store’s chiller. It will be near impossible to keep drinks perfectly chilled if they don’t have multiple facings.

Put your bestsellers at eye level. Red Bull signposts energy drinks, and Coca-Cola does the same for cola and carbonates. That ‘power shelf’ at eye level should always highlight a store’s bestselling and most iconic brands.

Supplier View

Head of customer development, Red Bull UK

“DESPITE challenges on household incomes, such as the current economic climate, soft drinks are growing faster than other FMCG categories1, with branded spend 36% higher than own label, meaning shoppers are not willing to compromise when choosing their favourite branded drinks.

“Ranging the bestsellers and ensuring retailers have strong chilled availability, especially throughout the summer months, will help shoppers find what they need, maximising growth and driving profit for convenience stores.”