Wrigley is aiming to drive increased gum sales with the roll-out of 5,000 innovative new LED-lit retail display units in 2015.
The roll-out comes after an initial launch, which saw 3,200 units deployed nationally to selected independent and symbol retailers. Wrigley has revealed that data from over 87,000 transactions was collected following trials with different permutations of the unit design. The LED-lit unit was the clear winner, resulting in an average 16% sales uplift.
The programme represents a significant quality investment from Wrigley to shape future merchandising; whilst offered to retailers free of charge, each LED-lit unit is worth more than double the amount of its predecessor. The same principles learned and applied in the LED-unit trial and implementation will be used to shape and inform future merchandising whenever Wrigley installs new point of sale equipment in retail.
Oli Morton, Wrigley UK Sales Director, commented: “The gum category is performing well (+4.8%), and we’re always looking for new ways to drive category growth by helping retailers to maximise their gum sales. Gum is a highly impulsive category, and therefore visibility at the till point is key. The LED units encourage visual attraction, driving customer browsing and conversion at the till point and helping retailers to increase conversion rates and maximise profits.
“And with the very low cost of running the LED unit, recouped through the sale of around five packs of gum per month, gum isn’t just good for your teeth; it’s good for impulse sales too.”
