Mars Wrigley has unveiled Availability into Action, a bespoke website that offers independent retailers tips on how to create best-in-class gum displays.
The launch follows a 2021 marketing campaign, also named Availability into Action.
Content on the site includes category expertise and merchandising advice, covering topics like evolving consumption occasions for gum and the importance of its availability.
Availability into Action is an evolving website that has plans to house elements that will allow retailers to get directly in touch with Mars Wrigley sales representatives quickly and ‘Virtual Category Workshops’ offering retailers the opportunity to upload images of their merchandising to receive bespoke category advice. The site will not only include model planograms, but also insight and advice in the format of short and informative masterclass videos
.With a large majority of consumers only buying gum when it’s visible in store, and point of purchase displays accounting for a large percentage of gum sales, Mars Wrigley said “it is vital to have effective, eye-catching till fixtures that are easy to shop to generate incremental gum sales”.
Dale Cuthbert, Head of Impulse Category at Mars Wrigley, commented: “We know that gum sales are impulsive wins often made at the till. The Availability into Action website is an educational tool that offers a great opportunity for us to share insight and advice with our independent retail partners so they can achieve the best results possible. The website will continue to evolve and be the go-to source of information for independent retailers for gum advice.”
