Every retailer out there knows the importance of the Big Night In mission, but are enough of them making the most of the huge opportunity that comes with getting the right range of products in the right part of the store? SLR investigates.
Of all the missions consumers are on when they enter convenience stores, Big Night In is one where retailers can really drive home higher sales with the right combination of ranging, merchandising, dual siting and in-store theatre. With the economic recovery sluggish at best, consumers continue to spend their social hours perched on their sofa or round at a friend’s house. And, over the past few years, the local c-store has become a trusted place to pick up the essential ingredients for such an evening – beer, wine, soft drinks, crisps, confectionery, and a whole host of other products. Like any single category, manufacturers are constantly adding to their range, with new products aiming to increase sales, while many other reinforce the role their products can play in the Big Night In through marketing campaigns. Over the next few pages, you’ll find advice and comments on how to make the most of the Big Night In, while we’ll also be reviewing a range of new products that could soon be lining your shelves.
CCE’s Big Night In tips
- Ensure the best selling brands are always available as shoppers continue to look to brands they trust for social occasions at home
- Stock a range of best selling brands in take-home formats to encourage impulse buys and increase basket spend
- Where possible, ensure take-home formats are chilled to make the most of the immediate Big Night In opportunity
- Consider offering a range of juice and mixers to cater for those making mixed drinks.
Coca-Cola 1.75l
CCE recently unveiled a new 1.75-litre pack format across its Coke portfolio, designed specifically for the convenience channel and perfect for the big night in occasion. The new pack size on Coca-Cola, Diet Coke, Coke Zero, Cherry Coke and Vanilla Coke (all rrp £1.79) has been introduced for retailers to capitalise on shoppers making a single bottle mission to their local convenience store.
Walkers Tiger Nuts
While crisps remain the leading savoury snack at a Big Night In, retailers are being urged to stock TigerNuts from Walkers, which are available in two ferociously tasty flavours, Sweet Chilli and Smoky Bacon; double coated for a crispy texture, the peanuts have a distinctive tiger patterned shell.
Phileas Fogg As Phileas Fogg celebrates its 30th year, KP Snacks has created a new sharing range for the brand. The new six-strong range is the biggest ever launch for KP Snacks and brings Exciting Taste Experiences from Around the World into store. The range includes six flavour combinations from around the world, such as Phileas Fogg Cool Sour Cream and Onion flavour Mexican Style Taco Rolls. The launch is being supported with a £3.2m marketing investment.
Top 10 Large Pouch Lines
- Maltesers
- Galaxy Minstrels
- Cadbury Giant Buttons large
- M&M’s Q Revels
- Cadbury Giant Buttons handy
- Cadbury Twirl Bites
- Galaxy Counters
- Cadbury Dairy Milk
- Milky Way
Cadbury Dairy Milk Pebbles
This recent launch is little pebble-shaped bites of Cadbury Dairy Milk chocolate in a sugar shell, created to give families a new way to share. Cadbury’s Susan Nash says: “Cadbury Dairy Milk Pebbles (£2.03 rrp) are playful personality and fun, pebble shape and colours make them ideal for family sharing time, whether it’s for an afternoon treat or something sweet to accompany the big Saturday night blockbuster.”
Butterkist
Butterkist has recently launched a range of three savoury flavours, Sour Cream & Chive, Sea Salt & Balsamic Vinegar and Barbecue; available in a larger 80g pack (rrp £1.49), which are ideal for sharing with friends and family. Tangerine Confectionery has also launching a Limited Edition range of flavours from this autumn in order to invigorate the popcorn category. Butterkist Toffee Apple is the first flavoured popcorn to launch.
Häagen-Dazs
The luxury ice-cream brand recently launched a new global campaign featuring Hollywood star Bradley Cooper. The campaign, its largest global campaign ever, captures the sexy, yet sophisticated essence of Häagen-Dazs. The ‘House of Häagen-Dazs’ campaign conveys its philosophy of iconic luxury and superior craftsmanship, much in the way a fashion house would do.
Sourz Spirited Toffee Apple
Limited edition Sourz Spirited Toffee Apple is being made available by Maxxium just in time for Halloween. It’s the brand’s first foray into a liquid not based solely on fruit and its bottle design has been chosen by our strong community of 526,000 Sourz Facebook fans.
