The MTJA team had a successful day in London this week, helping Barr Soft Drinks to unveil a new approach to managing the soft drinks fixture.
Trade media were invited to Altitude London, to hear all about Barr’s new Category Vision and, as with most MTJA events, competitive fun was included!
For our ‘Fix The Fixture’ challenge, each team was given a different store brief for a different location and then asked to create the perfect soft drinks fixture, based on the strategy that Barr unveiled.
The three drivers that Barr’s category vision focuses on are: Health and Wellbeing, Taste & Fun and Lifestyle & Culture – reflect changing consumer lifestyles, influences and needs in relation to buying and consuming soft drinks.
“We’ve taken a long, hard look at the category, together with the lifestyle changes that are sweeping across the UK and how they impact on soft drinks’ consumption,” says Nick Bentley, Category and Shopper Marketing Controller for Barr Soft Drinks.
Barr Soft Drinks has used the three category drivers to develop a blueprint for the future of soft drinks merchandising in the UK.
The new approach involves focusing on six specific shopper need states which cover all the major soft drinks’ consumption occasions, enabling retailers to merchandise the fixture to really engage shoppers.
The six consumer need states identified by Barr Soft Drinks are:
1) Healthy Refreshment – Water and water-plus products perform an important, functional role
2) Tasty Hydration – Low calorie products with the health benefits of water and the great taste of a carbonate
3) Everyday Enjoyment – The backbone of the fixture needs a good range of great-tasting choices
4) Adult Social – Indulgent treats and options for those that avoid alcohol
5) Connecting Cultures – Vibrant section to tap into growing demand for exotic flavours
6) On The Go – Nearly 1 in 3 purchases is an energy drink so this section needs to offer the right range of products and flavour choices
“Using a regional planogram based on these shopper need states will ensure that retailers are offering the right range of products for their shopper,” adds Bentley. “Merchandising the chiller in a clear and engaging way with POS to signpost, will make shopping the soft drinks fixture much easier and ensure that your store stands out from the crowd.”
The new Barr vision has been trialled over two months at three stores in different regions with different shopper profiles and has delivered an average sales uplift of 18%.