Matt Blake (pictured), head of wholesale at pladis, explains the importance of wholesalers and their customers meeting consumers’ various need states.
A total of 38% of our impulse business is wholesale. This has been a focus channel for us over the past three years since the launch of our ‘Better Biscuits Better Business’ initiative, which has already resulted in up to a 39% sales uplift in retail stores. With a potential £88 million growth opportunity for biscuits in convenience, we are committed to further supporting the convenience and impulse category in 2017 and beyond.
How are you looking to develop your business through the wholesale trade?
Our activity in the wholesale channel has been focused on three areas:
How can cash & carries and delivered wholesalers improve their biscuit sales?
The top sellers drive the vast majority of sales so providing the right range is vital. Biscuits cover a wide variety of need states from treat through to health; therefore, cash & carries and delivered wholesalers need to provide a balanced range with products to cater for every need. Having multiple versions of the same product type does not add up to additional sales so reducing duplication is also important.
• Creating dedicated bays for ‘Better Biscuits Best Sellers’ Top 50 products.
• Highlighting the best sellers range with PoS and disruptive signage.
• Using manufacturer blocks across the remainder of fixtures.
In 2016 we worked with Parfetts to trial our category advice. We created a Top 50 biscuit fixture and supported the re-merchandising in two depots. As a result, the Top 50 biscuit sales grew by an average of 3% in these depots.
Is there anything else our readers should know about pladis UK’s strategy?
Tel: pladis 020-8234 5000