In the current landscape, busy shoppers are seeking quick and convenient choices, making food-to-go an important focus for retailers. By enhancing their food-to-go selections, retailers can better capitalise on impulse purchases, attract more customers, and foster customer loyalty by catering to the rising demand for easy, grab-and-go options.
Understanding the value of the food-to-go opportunity, Ferrero collaborated with select retailers in the convenience channel to demonstrate how effective merchandising can position Tic Tac as a central element of their food-to-go range. Atul Sodha from Londis Harefield participated in a four-week Tic Tac trial, showcasing how well-placed displays across various touchpoints not only enhance visibility but also encourage impulse purchases. By partnering with retailers like Atul, known for creating engaging in-store experiences, Ferrero highlights how Tic Tac can drive basket spend and establish itself as a must-have product in stores.
Atul Sodha has witnessed first-hand the power of innovative displays in attracting customers. Sodha explains, “I always think having big, bold displays that drive visibility of the products is key. The uptake in interest I have seen from my shoppers about Tic Tac during this trial has simply been due to the fact we have changed our displays. Coming up with creative ideas builds awareness and leads to a boost in sales.” For Sodha, the approach underlined the crucial role that visibility and creativity play in driving purchases in the convenience channel, especially for well-known brands like Tic Tac.
To maximise this opportunity, it’s important to take active steps to make sugar confectionery stands out and attracts shopper interest. Stocking trusted, recognisable brands like Tic Tac is an effective way to do so. Trudy Davies, owner of Woosnam & Davies News and another participant in the trial, shared a similar sentiment: “Customers can sometimes be creatures of habit, so I did a deal where those that bought an original Mint Tic Tac got a pack of Berry Bliss or Cherry Cola for free. Regular buyers of Tic Tac got to try new flavours and ended up buying three packs at a time which resulted in repeat sales.”
She added: “Point-of-sale displays that were provided as part of this activation gave me a point of difference to other retailers in our area, and this not only impressed customers but uplifted our sales. It’s just proof that if you have the right range stocked, you sell more.”
Pocket sugar confectionery offers a strong sales opportunity, with Tic Tac ranking among the top five brands in the impulse channel1. Featuring Tic Tac in food-to-go sections helps retailers tap into its popularity, driving impulse buys and boosting sales.
Stocking a bestselling range is key to encouraging shoppers to add Tic Tac to their baskets. Valued at £8m in the impulse channel2, Tic Tac meets demand for mint and fruit flavours. Ferrero recommends offering a variety, such as Fresh Mint, Lime & Orange, and Cherry Cola, to cater to diverse shopper preferences.
- Use key products to create bundle deals, such as incorporating Tic Tac into an ‘essentials’ range whereby customers can pick up the product along with a magazine, newspaper or coffee to cater for morning commuters.
- Feature brands like Tic Tac in meal deals, prompting shoppers to boost basket spend while offering value.
- Place eye-catching displays near checkout counters, such as Tic Tac countertop units or clip strips to draw attention.
- Place Tic Tac products at eye level on shelves, at end of aisles and on standalone displays where they are most likely to be seen by customers. These prime locations ensure maximum visibility.
[1] Nielsen, Sugar Database, Pocket, Value Sales, L52 weeks to 05/10/24
[2] Nielsen, Sugar Database, Tic Tac, Value Sales, L52 weeks to 05/10/24
