In today’s market, shoppers are making sure they are getting good value for their money – whether that’s on their weekly shop or picking up food or drinks on-the-go. This means that price-marked packs (PMPs) are more important than ever, providing reassurance, and fostering trust in local retailers.
In fact, research shows 51% of shoppers feel reassured they’re not being overcharged when purchasing PMPs [TWC]. Stocking PMPs can provide those affordable options that your shoppers are looking for and encourage basket spend.
Where to win with PMPs
Categories such as stimulant energy drinks, which are growing by 5.8% year-on-year [Nielsen IQ], can add significant value to convenience stores. So, with stimulant energy now the No.1 soft drink segment in convenience [Nielsen IQ], it is more important than ever for brands to support the channel by offering products that meet the high demand for energy drinks and provide value.
But how can convenience store retailers navigate this demand and ensure they’re meeting shoppers needs?
With this in mind, Rockstar Energy brand manager Adrian Howe recently visited Bobby Singh, owner of BB Featherstone Superstore & Post Office in West Yorkshire, to discuss the importance of PMPs and share his advice on stocking them in-store.
Bobby reveals that, since the cost-of-living crisis, PMPs have become even more crucial for his store, as consumers seek out value of money. “PMPs are massive in our store, accounting for about 85% of our drinks sales,” he says.
In the video below, provided by Britvic, Adrian shares top tips on how retailers can capitalise on PMPs and maximise the sales of energy drinks in-store, including optimising product placement, bundle deals and promotions, and stocking well-established and trusted brands. He says: “34% of shoppers will shop elsewhere if they don’t have the brand they want on-shelf [IGD].”
Rockstar Energy’s new PMP proposition
Across the energy drinks category, berry stimulants are now worth £73m a year and increasing by 90% YOY [Nielsen IQ], and PMPs can help retailers tap into this rapid growth.
Britvic’s Rockstar Energy is dedicated to supporting retailers in this current market. To meet current demand, the brand is launching a new PMP proposition across its range.Available now, the new PMP offering allows shoppers to purchase two cans of any flavour for just £2.
The new multibuy PMP aims to boost sales and drive basket spend by offering energy drink customers greater value. This new multi-buy ‘2 for £2’ PMP comes at an ideal time to help retailers capitalise on the strong sales performance of energy drinks.
The new PMP will roll out across the entire range, including Tropical Guava, Blueberry Pomegranate, Mango, and several Zero Sugar options like Blueberry, Watermelon & Kiwi, and Strawberry & Lime. Rockstar Energy’s® new multi-buy PMP will be available in convenience and wholesale, alongside the existing £1.29 PMP offer.
For more information and support, visit www.atyourconvenience.com
Britvic is an international soft drinks business rich in history and heritage. Founded in England in the 1930s, it has grown into a global organisation with 39 much-loved brands sold in over 100 countries.
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