HOW WE HELPED:

We used our extensive retailer knowledge to work with Wall’s Ice Cream to find the right retailers for their in-store activation project, based on size, location and customer demographic.

Changes were made in each store according to Wall’s ‘Five Steps to Sell’ principles, combined with the store owners’ customer knowledge.  Like-for-like category and unit sales were measured over the 12-week project period, across both summer and winter – to demonstrate the year-round ice cream opportunity.

OUTCOME:

Following the 12-week project period, all three retailers taking part in the trial saw impressive results in terms of unit sold and sales value.

Wall’s recommendation to increase the unit price of their products allowed the retailers to increase profits across the category – key during the winter months, when unit sales are lower, helping the retailers justify the ice cream freezer space in store.

SUMMER TRIAL:   

Store one: Gursh Singh, Kings Wines              Store two: Meten Lakhani, Premier St Marys

            

 

 

 

 

 

 

 

 

 

WINTER TRIAL:

Store one: Sri Guduri, Chapeltown Local Store        Store two: Meten Lakhani, Premier St Marys

 

 

 

 

 

 

 

 

 

 

 

CREATING A WIDER IMPACT 

The advice provided throughout the project, along with the outcomes,  was shared with over 40,000 independent news and convenience retailers via our print (Retail Express,  RN) and digital platforms (Better Retailing) and across social media –  including a video interview with Wall’s and one of the participating retailers – giving other store owners the opportunity to hear directly from those involved, via their preferred medium. This gave as many retailers as possible access to Wall’s Five Steps to Sell principles, allowing them to make the changes and benefit from the uplift in sales.

 

REACH:

 

 

 

 

 

 

 

 

 

 

RETAILER TESTIMONIALS:


“I have no negatives about this trial. I’ve learned how to more effectively range my freezer, to keep high-end products in the display, and that shoppers will trade up to known brands when they are offered.”

– Gursh Singh, Kings Wines, Feltham


“This trial taught me to not stick to what I’ve been selling for the last 20 years. With some quick work, we can branch out and win!”

  – Meten Lakhani, Premier St. Mary’s, Southampton

 

“A trial like this helps me see whether there’s an opportunity I’d previously written off –  it has taught me to look for opportunities wherever possible.” 

 – Sri Guduri, Chapeltown Local Store, Sheffield