Following C-Store’s Innovation Summit in April with Heineken and leading independent retailers, territory manager Nichola Potter visited Jai Singh’s Go Local Extra store in Sheffield to help him prepare for an exciting summer of sporting events and, hopefully, capitalise on some warm weather, too. Heineken category and trade marketing director Craig Clarkson says: “Events such as the Euros offer retailers a great opportunity to drive footfall and increase sales. Heineken’s category management advice is designed to help retailers merchandise their cider and beer range in a way that will increase cash flow into their businesses.”

Building basket size


Football-themed decorations and display units such as Heineken’s ‘The Finest Team in Europe’ create in-store theatre to inspire shoppers.

MJs Go Local Extra

Jai’s store has a dedicated off-licence section with its own floor and ceiling, which Nichola adorns with bunting for maximum impact.

MJs Go Local Extra

Parasite units in the chillers can be used to merchandise snacks or fresh limes.

Jai has also created a ‘Rice, Curry and Beer’ meal deal for £5.50 in one of his chilled food units.

Summer of sport

MJs Go Local Extra

Remind shoppers about match days by using POS material such as posters, display units and floor vinyls. Heineken’s theme for this summer is ‘The Finest Team in Europe’, featuring premium brands Heineken, Amstel, Birra Moretti, Newcastle Brown Ale and Kronenbourg 1664.

Themed secondary displays such as floor stacks can drive impulse purchases – as many as 85% of shoppers will do top-up shops each week before big games, says HIM Research & Consulting.

With the hot weather driving sales, Jai and Nichola added disposable barbecues to the stack displays.

MJs Go Local Extra

Jai also creates his own POS material on the store computer, using this witty football shirt and pitch design to highlight the strong offers on multipacks of beer.

Ready for kick-off

MJs Go Local Extra

Coloured shelf strips – blue for lager, yellow for cider – make it easy for the consumer to shop the entire category.

One in four beer and cider shoppers want to consume their purchase within two hours (HIM), so keep the chiller fully stocked. Nichola and Jay worked hard to ensure the chiller display was full and eye-catching.

MJs Go Local Extra

Jai Singh and Nichola Potter

Says Jai: “I’m really pleased with the shelf stripping: I think the chiller looks awesome. We had great sales over the hot weekend so I’ve got really high expectations for the Euros.”