Milk the Key to Extra C-Store Sales, says Wiseman

Get the milk offer right and unlock up to 25% extra sales throughout your store. That’s the message from new research by retail research consultancy him! and Robert Wiseman Dairies.

The research confirms that milk is the most bought item by consumers looking to top up in convenience stores.

But in addition, shoppers who use their convenience store to buy milk will spend more on other items in the store with a "milk shopper’s" total average basket spend at £6.95 compared with an average shopper spend of £5.47 per visit.

That, according to East Kilbride-based Wiseman's sales and marketing director, Sandy Wilkie, presents a real opportunity for c-stores to look again at the effectiveness of their milk fixture.

"There’s a clear message here," said Wilkie. "Get your milk offering spot on and extra sales will follow.

"The Wiseman black and white range is the leading fresh milk brand in the c-store sector and according to a recent Nielsen survey for The Grocer magazine, one of the fastest-growing food and drink brands in Britain.

"A key part of this success are the regional black and white labels which provide our customers with a local product at no extra cost.

"We believe that this is in no small part down to the loyalty of our customers, and the advice and support offered by the Wiseman sales and marketing team who want to help maximise their milk sales.

"Initiatives like ‘eye line, buy line’, which underline the importance of merchandising milk correctly, clocks which moo every hour on the hour providing a reminder to ensure that stocks are regularly replenished, and free point-of-sale material, all help."

Jonathon Rons, client director for him! added: "Milk has consistently been a footfall driver to convenience stores.

"Shoppers expect to be able to spot the product easily and, above all, expect great availability. The initiatives and support Robert Wiseman Dairies brings to retailers is instrumental in ensuring the correct focus is placed on this vitally important category."

Some 24, 000 shoppers were interviewed face-to-face from 14th February to 10th April 2011. The interviews were conducted between 7am and 10pm across all days of the week in Scotland, England and Wales. All research is MRS accredited.

him!

Looking to source milk and dairy produce in Scotland? Use Scotland Food & Drink's Buyers' Guide.

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