Pladis, the company behind brands including McVitie’s, Jacob’s, Carr’s and Flipz, 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 advice based on store typology.
Pladis said that by working with insight specialists IRI and HIM, it had identified the increasing importance of location versus store format in influencing shopper behaviour. Off the back of this has come 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.
The brand has created five different convenience store models, each with its own ranging advice: Commuter Cluster, Primary Travel, Local Convenience, Rural RouteVillage Convenience
Pladis stated that Better Biscuits 2.0 will enable convenience store owners to access their own, completely personalised biscuit fixture planograms, based on their store type, size of store and the space dedicated to biscuits.
“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 £650m opportunity the biscuit category offers in the channel ,” said Stuart Graham, Customer Marketing Director at Pladis UK & Ireland.
“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.”
The initiative was first launched by Pladis in 2016 to help convenience store owners maximise the sales opportunity in the biscuits category. 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, and this updated, impartial advice acknowledges that one size does not fit all.”
Trials of the Better Biscuits 2.0 category advice platform are claimed to have resulted in an average year-on-year sales increase of 28.8% across four convenience stores.
A spokesperson from HIM, said: “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.”
NAM Implications:
- A tool offering impartial bespoke category advice, has to help biscuit sales…
- A pointer for other categories?
