A night in with a DVD and some good food and drink is a growing leisure trend in the UK, and by offering shoppers a quick and easy option for their baskets c-store retailers are ideally placed to cash-in.
Many retailers have taken this a step further and offer a film rental service, and there is evidence to suggest that offering DVDs alongside suitable cross-promotions can dramatically increase sales.
Research conducted by Britvic's Right Choice Academy found that 39% of adults enjoy a big night in once a fortnight and 33% of those surveyed said watching a DVD would be enough to tempt them to pass up a night on the town.
Another survey carried out for ChoicesUK by research consultants HIM found that half of shoppers hiring DVDs always buy something else in the store, resulting in DVD shoppers typically spending an extra £8.33.
Business development manager at ChoicesUK Gerry Hooper says many retailers have seen sales of certain products rocket off the back of a DVD offering. He says: "To help retailers we've recently created some POS material to direct shoppers to other sections of the store, such as DVD stands, with the strapline, 'grab a beer and a DVD'."
He adds: "We usually suggest that retailers place DVDs in a high footfall area, near to the snack or alcohol sections. We have a number of different solutions for retailers and offer racking, spinners and gondola end shelving."
Film night in shoppers will be in no mood to prepare a gourmet meal ahead of settling down with a DVD on a Friday or Saturday evening. But they will often be looking to pick up something more substantial to eat before tucking in to the crisps and chocolate. Pizza is an obvious choice for many.
Senior category development manager at Goodfella's Nick Smith believes frozen pizza has moved on a great deal in recent years and remains a big seller in
c-stores. "A few years ago the market was predominantly deep pan," he says. "Now, shoppers are trying out different bread bases. Thin and crispy products now make up about 30% of the market."
Smith recommends retailers ready themselves for increased custom as the nights get darker and colder and adds: "There is still a big role for frozen pizza to play and there will be new Goodfella's products early
in 2007."
The growth in evening snacking is also being fuelled by the popularity of the night in. Impulse trading director at United Biscuits Michael Rouse says people will often turn to their local stores to make an essential top-up shop before joining friends or getting home with a film. "Retailers should ensure they have sharing packs readily available to capitalise on the big night in opportunity," he says.
"Cross-merchandising is also key to sales. According to HIM data, more than half of crisps and snacks shoppers purchase confectionery at the same time, with 47% of shoppers also buying soft drinks."
PepsiCo trade marketing manager Cara Beeby believes stocking the right range at key selling periods is the key to driving snack sales for a film night in.
She explains: "The advent of longer working hours, multi-channel TV and DVDs has led to increasing numbers of people preferring to stay in to indulge themselves rather than going out. If you look at sharing as a segment, the time of day when most people will buy these products is between 5 and 7 pm and Friday and Saturday nights is when the largest proportion is purchased."
Beeby adds: "In 2005 the introduction of Doritos 140g, 99p price marked packs resulted in a remarkable 64% sales increase in independents. Focusing on smaller-sized price marked, best-selling flavours, with a case count of 12, allows smaller stores to get a faster return with a relatively low initial outlay."
Confectionery manufacturers have also been quick to cater for the film night in. Masterfoods recently looked to drive sales of its pouch packets, which include Revels, Maltesers, Minstrels and M&M's, with a TV ad campaign and on-pack promotion for cinema tickets.
Masterfoods trade relations manager Andrea Taylor describes the pouch packets, which stand upright on their own, as ideal for sharing. "The portfolio of the new packaging is striking and has taken the bitesize product range from strength to strength," she says. "There has been a 23% increase in sales of sharing bags since the launch of the new packaging. Retailers should continue to display these packs prominently using specially designed counter-top display units."
Ice cream has been a long-time favourite, especially among females gathering for a film night in. Clever positioning of freezers next to DVD shelves or in a high footfall area can lead to incremental sales, according to Haagen-Dazs sales director Andy Foweather.
"With the rise of the treating phenomenon, luxury ice cream is ideally placed to capitalise on the film night in boom and help retailers boost sales," he says.
"When consumers shop locally they're extremely likely to be on what's known as a 'treating mission'. To maximise sales, retailers should site their freezers near the DVD fixture," he adds. "By linking the two together they can effectively drive incremental sales. Retailers need to gear up to cater for this opportunity by ensuring they allocate sufficient space to the luxury ice cream sector."
For many adults a film night in is not the same without a glass of wine or a bottle of beer. By ensuring shelves are full at the busy trading times on Friday and Saturdays, and offering beer and white wine in chillers, c-store retailers can maximise their chance of selling alcohol on film night.
Marketing director at E&J Gallo Jane Hunter explains: "Night in occasions create a major opportunity for c-store retailers. By cross-merchandising products such as DVDs, snacks and wine, retailers are able to provide all the ingredients to create a perfect night in."
The company recently ran a promotion in conjunction with Goodfella's La Bottega pizza, to offer shoppers free DVD rentals from Screen Select, and also teamed up with Lindt to offer free bars of dark chocolate with its Sierra Valley cabernet sauvignon.
UK sales director Lloyd Stephens adds: "A prominent chilled section for white and rosé wines will help increase sales. The majority of wine bought from c-stores is consumed within a few hours, so if it's not chilled it won't sell."
Retailers often experience increased beer sales by focusing on the big brands, according to Stuart MacFarlane, managing director of take home sales at InBev UK.
He says: "Consumers are spending more of their leisure time at home, either entertaining or just chilling out, which is why they're doing more of their drinking there. Their homes are better equipped than ever before in terms of video and audio equipment.
"Both suppliers and retailers recognised the growth of the at-home drinking occasion around five years ago. Cross-category promotions were introduced, such as merchandising crisps with videos for example, and the number of in-store chillers grew massively."
Of course it's not just alcohol sales which can be boosted by the film night in. While many adults will prefer a soft option, children's sleepovers and parties, where a DVD can often fill a hour in a parent's busy schedule, mean large bottles of carbonates can perform well.
Britvic's Julian Mears explains: "The growth of the night in occasion has come about mainly because of the growth in home entertainment and DVDs. One of the key things retailers should try to do is cross- promote between the two-litre carbonates and snacks.
"Meal deal promotions work well to drive sales. It's also worth remembering that shoppers will often use their local c-store for last-minute top-up purchases, so it helps if point of sale material
is clear."
Mears also highlights that while the film night in used to be targeted at much younger consumers, more 20-30-year-olds are now opting to stay in. He adds: "Because of this it's worth stocking some of the more adult drinks such as J20 rather than just the carbonates. For the top-up shoppers it's also important that the drinks are chilled."
British summer time officially ends next week. So perhaps it's worth putting your directors cap on ahead of the winter evenings to check your product cast has award- winning quality.
SHARWOODS recently launched a new range of adult-focused big bag snacks.
The products include three variants of mini puppodums - crushed cumin seeds, sea salt and tikka spice & black pepper. The range also includes mini prawn crackers with chilli.
The company has also launched three Asian dips - Bengal spiced tomato & red pepper, Green Label mango chutney & chilli and sweet red chilli.
Schwan's has launched 10 new Chicago Town pizzas under its TakeAway sub-brand.
Designed to reflect the variants on a takeaway pizza menu, the range offers topping-heavy, original and pan pizzas in individual and sharing sizes.
Toppings include meat feast, spicy chicken and supreme.
SK Chilled Foods has launched a nacho product specifically for the film night in.
The I love Nachos Movie Meal Kit includes jalapeno chillies as well as cheese, which can be heated in 20 seconds in the microwave.
The product has a six-month shelf life. End aisle and countertop merchandising units are available free of charge.
Dr Oetker has introduced a new deep pan pizza to its frozen portfolio.
The Deep Crisp has a light and layered base which is designed to encourage deep-pan sceptics.
The pizzas have a quicker cooking time than typical frozen pizza at 12 to 15 minutes, and are available with four toppings: four cheese & red onion, pepperoni supreme, hawaii and
BBQ chicken.
Many retailers have taken this a step further and offer a film rental service, and there is evidence to suggest that offering DVDs alongside suitable cross-promotions can dramatically increase sales.
Research conducted by Britvic's Right Choice Academy found that 39% of adults enjoy a big night in once a fortnight and 33% of those surveyed said watching a DVD would be enough to tempt them to pass up a night on the town.
Another survey carried out for ChoicesUK by research consultants HIM found that half of shoppers hiring DVDs always buy something else in the store, resulting in DVD shoppers typically spending an extra £8.33.
Business development manager at ChoicesUK Gerry Hooper says many retailers have seen sales of certain products rocket off the back of a DVD offering. He says: "To help retailers we've recently created some POS material to direct shoppers to other sections of the store, such as DVD stands, with the strapline, 'grab a beer and a DVD'."
He adds: "We usually suggest that retailers place DVDs in a high footfall area, near to the snack or alcohol sections. We have a number of different solutions for retailers and offer racking, spinners and gondola end shelving."
Topping the list
Film night in shoppers will be in no mood to prepare a gourmet meal ahead of settling down with a DVD on a Friday or Saturday evening. But they will often be looking to pick up something more substantial to eat before tucking in to the crisps and chocolate. Pizza is an obvious choice for many.
Senior category development manager at Goodfella's Nick Smith believes frozen pizza has moved on a great deal in recent years and remains a big seller in
c-stores. "A few years ago the market was predominantly deep pan," he says. "Now, shoppers are trying out different bread bases. Thin and crispy products now make up about 30% of the market."
Smith recommends retailers ready themselves for increased custom as the nights get darker and colder and adds: "There is still a big role for frozen pizza to play and there will be new Goodfella's products early
in 2007."
Snack attack
The growth in evening snacking is also being fuelled by the popularity of the night in. Impulse trading director at United Biscuits Michael Rouse says people will often turn to their local stores to make an essential top-up shop before joining friends or getting home with a film. "Retailers should ensure they have sharing packs readily available to capitalise on the big night in opportunity," he says.
"Cross-merchandising is also key to sales. According to HIM data, more than half of crisps and snacks shoppers purchase confectionery at the same time, with 47% of shoppers also buying soft drinks."
PepsiCo trade marketing manager Cara Beeby believes stocking the right range at key selling periods is the key to driving snack sales for a film night in.
She explains: "The advent of longer working hours, multi-channel TV and DVDs has led to increasing numbers of people preferring to stay in to indulge themselves rather than going out. If you look at sharing as a segment, the time of day when most people will buy these products is between 5 and 7 pm and Friday and Saturday nights is when the largest proportion is purchased."
Beeby adds: "In 2005 the introduction of Doritos 140g, 99p price marked packs resulted in a remarkable 64% sales increase in independents. Focusing on smaller-sized price marked, best-selling flavours, with a case count of 12, allows smaller stores to get a faster return with a relatively low initial outlay."
Confectionery manufacturers have also been quick to cater for the film night in. Masterfoods recently looked to drive sales of its pouch packets, which include Revels, Maltesers, Minstrels and M&M's, with a TV ad campaign and on-pack promotion for cinema tickets.
Masterfoods trade relations manager Andrea Taylor describes the pouch packets, which stand upright on their own, as ideal for sharing. "The portfolio of the new packaging is striking and has taken the bitesize product range from strength to strength," she says. "There has been a 23% increase in sales of sharing bags since the launch of the new packaging. Retailers should continue to display these packs prominently using specially designed counter-top display units."
Ice cream has been a long-time favourite, especially among females gathering for a film night in. Clever positioning of freezers next to DVD shelves or in a high footfall area can lead to incremental sales, according to Haagen-Dazs sales director Andy Foweather.
"With the rise of the treating phenomenon, luxury ice cream is ideally placed to capitalise on the film night in boom and help retailers boost sales," he says.
"When consumers shop locally they're extremely likely to be on what's known as a 'treating mission'. To maximise sales, retailers should site their freezers near the DVD fixture," he adds. "By linking the two together they can effectively drive incremental sales. Retailers need to gear up to cater for this opportunity by ensuring they allocate sufficient space to the luxury ice cream sector."
What's your tipple?
For many adults a film night in is not the same without a glass of wine or a bottle of beer. By ensuring shelves are full at the busy trading times on Friday and Saturdays, and offering beer and white wine in chillers, c-store retailers can maximise their chance of selling alcohol on film night.
Marketing director at E&J Gallo Jane Hunter explains: "Night in occasions create a major opportunity for c-store retailers. By cross-merchandising products such as DVDs, snacks and wine, retailers are able to provide all the ingredients to create a perfect night in."
The company recently ran a promotion in conjunction with Goodfella's La Bottega pizza, to offer shoppers free DVD rentals from Screen Select, and also teamed up with Lindt to offer free bars of dark chocolate with its Sierra Valley cabernet sauvignon.
UK sales director Lloyd Stephens adds: "A prominent chilled section for white and rosé wines will help increase sales. The majority of wine bought from c-stores is consumed within a few hours, so if it's not chilled it won't sell."
Retailers often experience increased beer sales by focusing on the big brands, according to Stuart MacFarlane, managing director of take home sales at InBev UK.
He says: "Consumers are spending more of their leisure time at home, either entertaining or just chilling out, which is why they're doing more of their drinking there. Their homes are better equipped than ever before in terms of video and audio equipment.
"Both suppliers and retailers recognised the growth of the at-home drinking occasion around five years ago. Cross-category promotions were introduced, such as merchandising crisps with videos for example, and the number of in-store chillers grew massively."
A soft option
Of course it's not just alcohol sales which can be boosted by the film night in. While many adults will prefer a soft option, children's sleepovers and parties, where a DVD can often fill a hour in a parent's busy schedule, mean large bottles of carbonates can perform well.
Britvic's Julian Mears explains: "The growth of the night in occasion has come about mainly because of the growth in home entertainment and DVDs. One of the key things retailers should try to do is cross- promote between the two-litre carbonates and snacks.
"Meal deal promotions work well to drive sales. It's also worth remembering that shoppers will often use their local c-store for last-minute top-up purchases, so it helps if point of sale material
is clear."
Mears also highlights that while the film night in used to be targeted at much younger consumers, more 20-30-year-olds are now opting to stay in. He adds: "Because of this it's worth stocking some of the more adult drinks such as J20 rather than just the carbonates. For the top-up shoppers it's also important that the drinks are chilled."
British summer time officially ends next week. So perhaps it's worth putting your directors cap on ahead of the winter evenings to check your product cast has award- winning quality.
Product news
SHARWOODS recently launched a new range of adult-focused big bag snacks.
The products include three variants of mini puppodums - crushed cumin seeds, sea salt and tikka spice & black pepper. The range also includes mini prawn crackers with chilli.
The company has also launched three Asian dips - Bengal spiced tomato & red pepper, Green Label mango chutney & chilli and sweet red chilli.
Schwan's has launched 10 new Chicago Town pizzas under its TakeAway sub-brand.
Designed to reflect the variants on a takeaway pizza menu, the range offers topping-heavy, original and pan pizzas in individual and sharing sizes.
Toppings include meat feast, spicy chicken and supreme.
SK Chilled Foods has launched a nacho product specifically for the film night in.
The I love Nachos Movie Meal Kit includes jalapeno chillies as well as cheese, which can be heated in 20 seconds in the microwave.
The product has a six-month shelf life. End aisle and countertop merchandising units are available free of charge.
Dr Oetker has introduced a new deep pan pizza to its frozen portfolio.
The Deep Crisp has a light and layered base which is designed to encourage deep-pan sceptics.
The pizzas have a quicker cooking time than typical frozen pizza at 12 to 15 minutes, and are available with four toppings: four cheese & red onion, pepperoni supreme, hawaii and
BBQ chicken.
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