Pladis, the global snacking company behind some of the UK’s most well-known brands, has relaunched its Better Biscuits category management online platform.
The updated site, which provides ranging and merchandising advice for convenience store owners in the UK and Ireland, now offers tailored support based on store typology.
Working with insight specialists IRI and HIM, Pladis has identified the increasing importance of location vs. store format in influencing shopper behaviour. Off the back of this comes a model which categorises convenience stores based on whether the store is in an urban or rural area, and whether it’s a transient or neighbourhood store (see below).
Better Biscuits 2.0 is designed to enable convenience store owners to access their own, completely personalised biscuit fixture planograms - based on store type, size of store and the space dedicated to biscuits.
Stuart Graham, customer marketing director at Pladis UK & Ireland, said: “As the number one biscuit supplier in the UK, we wanted to invest in a platform which would ensure that our convenience store customers can maximise on the £650 million opportunity the biscuit category offers in the channel (IRI Total Convenience MAT, to 14.07.2019).
“And, while we know that stocking innovative NPD is key to driving excitement amongst shoppers, 80% of biscuit sales come from just 5% of products in convenience, so getting the basics right is essential (IRI Total Convenience MAT, to 14.07.2019).”
The two-time award-winning initiative was first launched by Pladis in 2016 to help convenience store owners maximise the sales opportunity the biscuits category presents.
Graham added: “This year we’re refreshing the platform to provide a more comprehensive ‘how-to’ guide when it comes to ranging biscuit fixtures and maximising profits. There are over 54,000 convenience stores across the UK (IRI Total Convenience inc Grocery Convenience to 14.07.2019), and this updated, impartial advice acknowledges that one size does not fit all.”
Trials of the Better Biscuits 2.0 category advice platform have demonstrated an average year-on-year sales increase of +28.8% across four convenience stores (Store epos data from June to September 2019).
A spokesperson from HIM, added: “In the convenience retail environment, it’s more important than ever to understand the needs and wants of your shoppers. Understanding their behaviours and tailoring your store to meet the demand of the consumer is key for establishing a long-term shopper base and promoting sales growth. Better Biscuits 2.0 gives convenience retailers the tools they need to personalise their offering based on their shoppers and provides a platform with trusted and data rich advice.”
To access the new Better Biscuits platform, visit: http://betterbiscuits.com/
Better Biscuits 2.0 Breakdown
1. Commuter Cluster stores
Location: Urban transient stores, located in cities, suburbs and high population areas. They are close to transport hubs or on main roads.
Shopper Missions: While ‘Top-Up’ remains the key shopper mission here, food-to-go, treat and meal occasion are still popular.
Focus on: Treat mission, plus Indulgence. For example, impulsive resealable sharing lines, as well as Children’s, Crackers & Crispbreads, Healthier Biscuits and Special Treats.
Key Products to Stock: Flipz Chocolate Covered Pretzels, McVitie’s Jaffa Cakes Nibbles, McVitie’s Caramel Digestives.
Merchandising Top Tip: Beacon branding with McVitie’s to help shoppers spot your fixture quickly.
2. Primary Travel stores
Location: Urban transient stores, located in cities, suburbs and high population areas. These differ from Commuter Cluster stores as they are located within travel hubs such as train stations.
Shopper Missions: Although the shopper missions are the same as Commuter Cluster stores, these shoppers will likely have just travelled, or are about to travel – so taking this into consideration when selecting your biscuit range is essential.
Focus on: Impulsive resealable sharing lines and on-the-go.
Key Products to Stock: Flipz, McVitie’s Jaffa Cakes Nibbles, McVitie’s Milk Chocolate Digestives Nibbles.
Merchandising Top Tip: Branded shelf stripping for grab-and-go formats.
3. Local Convenience stores
Location: Urban, neighbourhood stores located in cities and suburbs in high populated areas. These stores serve local areas such as housing estates.
Shopper Missions: The ‘Top-Up’ mission is the strongest in this store type, so stock products that cater to this mission.
Focus on: Chocolate Biscuit Bars, Everyday Treats and Evening Sharing Bags.
Key Products to Stock: McVitie’s Chocolate Digestives, McVitie’s Jaffa Cakes, McVitie’s Jaffa Cakes Nibbles, Flipz, McVitie’s Rich Tea, McVitie’s Digestives, McVitie’s Milk Chocolate Caramel Digestives Nibbles.
Merchandising Top Tip: Place sharing, treat-lines at the top of your fixture to drive visibility for higher-priced biscuits.
4. Rural Route stores
Location: Rural Transient stores, located in low population density areas and at transport hubs or on main roads. It’s important to remember that in this store type, shoppers will likely be travelling by car.
Shopper missions: ‘Top-up’ is the main shopper mission here, followed by food-to-go and treat.
Focus on: Chocolate Biscuit Bars, Everyday Biscuits and Everyday Treats.
Key Products to Stock: McVitie’s Club Bars, McVitie’s Jaffa Cakes, McVitie’s Milk Chocolate Hobnobs, McVitie’s Digestives, McVitie’s Rich Tea.
Merchandising Top Tip: Place more functional products like your best-selling own-label lines towards the bottom of the shelf and higher value treat lines at eye level to encourage shoppers to trade up.
5. Village Convenience stores
Location: Rural Neighbourhood stores, located in low population density areas. They are generally village community shops or small-town shops – so space will be at a premium.
Shopper missions: The main shopper mission is top-up, followed by meal occasions. Food-to-go and treat missions are less frequent.
Focus on: Take Home ranges should be broader to service the local community and ensure a one-stop shop – focus on Chocolate Biscuit Bars, Everyday Biscuits and Everyday Treats.
Key products to stock: McVitie’s Digestives, McVitie’s Jaffa Cakes, McVitie’s Milk Chocolate Digestives, McVitie’s Rich Tea, McVitie’s Hobnobs.
Merchandising Top Tip: Place everyday and lower value biscuits on the bottom shelf, with pricing progressing as you move up.