Jägermeister has announced an increased focus on the convenience channel.
The new approach includes the distribution of 8,000 brand new Point of Sale (POS) kits to the most profitable SKUs (including fractional PMP’s) aims to empower convenience stores across the UK to capitalise on consumer demand during key purchasing moments like Freshers’ Week.
The brand has also expanded its B2B trade support platform, Klub Jägermeister, to include convenience stores for the first time ever and are hosting a series of in-store activations supported by Jägermeister’s Student Brand Ambassadors, in a bid to catapult sales for convenience stores.
Retailers can order the POS kits via the Klub Jägermeister platform, : https://www.klubjagermeister.co.uk/register, which rewards retailers for Jägermeister sales by exchanging them for points, which can then be used to order additional store POS
To further support convenience stores, Jägermeister will be providing a range of fractional, price-marked packs (PMPs) from 2cl up to 1L to ensure they can meet the needs of shoppers.
Launching in October, the new strategy will also see Jägermeister sponsor 52 student ambassadors, or ‘Feierstarters’, across 23 university cities in the UK.
Speaking to Convenience Store, head of trade marketing at Jägermeister UK, Alex March explained the move towards the channel.
“We’ve been doing some consumer insights, and in getting to know our consumers better, going beyond age demographics and going more into shopper behaviour including missions where those consumers are actually doing their purchasing of Jagermeister and a couple of things came through,” he says. “It reaffirmed for us that the 18 to 24 demographic is really big for us and that we over-index in high tempo party occasions, particularly at home.
“So, taking those two things and going a step further and trying to understand where they actually shop, it’s become more and more obvious to us that the convenience channel and the impulse channel is a place that we should be focusing on more.”
March adds that the channel is a good fit for the spontaneousness of the brand, particularly among students. “Another point is the impulse nature of Jagermeister in both on and off trade. So if a customer is having a party, there’s probably more than one drink that they’ll be taking home.
“One place that we look a lot at when it comes to our marketing strategies is the student profile because that banner sits within that 18-24 demographic but it’s also a demographic predisposed to having home party occasions, probably more than anyone else. And we definitely see that they’re shopping on impulse specifically on alcohol purchases.”
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