Issue 16 : Nov 2012 - Jan 2013 Download - Landmark Wholesale

04 | Retailer Matters
Christmas and
New Year special...
continued from front cover
Here’s a list of items for which you
may find lots of demand in the run
up to Christmas and New Year:
• Batteries
• Tin Foil
• Cream
• Cranberry
Sauce
• Brandy Butter
• Gravy Granules
• Mincemeat
• Nuts
• Mixer Drinks
• Chilled Wines
• Chilled Beers
and Ciders
• Spirits
The great thing about most of these items is
there long shelf life so no need to worry about
what’s left when Christmas is over.
Crumbs!
An amazing 98% of households purchase
biscuits over the festive period either to eat at
home with friends and family or as gifts. With
this in mind make sure you have premium and
tinned ranges as well as stocking up on all the
old favourites.
Those little extras
If you’re looking to expand your product lines
this festive period why not look at stocking
Christmas cards and crackers. Batteries are a
huge seller at this time of year so make sure
you can meet the demand. Gift bags are also
popular and make sure your Customers can find
something to fill them for example Champagne,
wine and chocolates are always good gift ideas.
Christmas wouldn’t be Christmas without a little
over-indulging so stock up on remedies such as
pain-killers and indigestion packs.
Festive ‘Spirit’ and a little more
Christmas and New Year is the time of the year
when alcohol sales can go through the roof.
Despite the price wars raged by the Multiples,
Independent Retailers have the opportunity
to increase sales by stocking up on some of
the festive favourites that Customers expect
to see on your shelves. Consumers of spirits
generally stock up for Christmas so they always
have something in the cupboard to offer to
guests when they call in. In a lot of cases some
shoppers only purchase spirits at this time of
year so make sure you have a good selection on
offer.
Spirits offer excellent margins and Own Brand
ranges such as Prince Consort offer even
greater margins than the more famous Brands.
What’s more, the range is hugely popular with
Convenience shoppers. Don’t forget you can
get valuable advice on what to stock from your
Wholesaler.
Don’t neglect your Core Range stock but bear
in mind that at this time of year, Customers are
willing to spend a little more on a few special
items to give the festive period a little touch of
luxury.
Benefit from promotions
Whilst Customers are often willing to spend
an extra pound or two over the festive period,
they look to their local Convenience Store
for the same promotions they will see in the
supermarkets.
To help you maximise your sales, your local
Landmark Wholesale Member Depot will be
running a number of promotions that you can
implement in your Stores to help you compete
locally. Your Customers will expect to see
promotions in your Store, as they do in the
supermarkets, and will be on the lookout for
great value savings. Consider promotions on
Gifting ideas
Stock a range of quality wines and
Champagne that Customers can give as
gifts, and don’t forget the gift bags!
Chill out
Steal a march on the Multiples by
keeping your refrigerators full of chilled
Beers, Wines and Ciders.
Larger packs
Customers are more likely to trade-up to
larger packs at this time of year so stock
some cases of Beer and Cider.
Promote your Store
Make sure your POS looks great and
multi-buys so that your Customers can fill their
cupboards and relax in the knowledge that
they’re stocked up for the festive period.
Also popular over the festive period are gift
packs, seasonal specials and festive-themed
items, so make sure you look out for these when
buying your Christmas stock. To make your
promotions and special offers really stand out in
your Stores, make sure you merchandise them
effectively with bold displays and POS, this will
ensure you turn interest into additional sales.
Playing your part in the Community
Local Independent Convenience Stores play a
vital role in the local community at any time of
the year, but over the Christmas and New Year
festive period your Store can really stand out.
Supermarkets can be soulless places in the run
up to Christmas so let your Customers know
that their local Independent Store is the place
to shop offering Convenience, friendliness and
a great Christmas atmosphere. A free mince pie
could add to the festive cheer and if you can
remember your Customers’ names they’ll have
added incentive to use your Store rather than
the Multiples.
It is important you let your Customers know
what your opening hours are over the Christmas
and New Year period so they can rely on you
for those last minute top-up missions and
forgotten essentials.
How to make the most of
Christmas and New Year Alcohol
sales
communicates any offers you are
running. It would be impossible to match
the promotions of the big Multiples,
but they can’t match you for location
and convenience.
Give samples
Everyone likes to try before they buy.
Why not offer a wine tasting session to
entice Customers to buy.
Gift packs
Gift packs are always a winner at
Christmas as easy presents for
that difficult relative, favourites like
Bailey’s and Malt Whisky are
always popular.