ESM caught up with Martin Kingdon, director general of POPAI UK & Ireland, to discuss the best approach brands and retailers can take when 'making a splash' in the relatively concise convenience store format.
As he explains, while big brands generally understand the best way to maximise their presence in the mainstream grocery sector, the convenience store channel is still relatively misunderstood.
Retailers and brands alike need to “focus on the critical areas of the store with the right displays to gain the additional purchases. Each area of the store has a different raison d’etre for having display in it - main shelf is about stealing from the opposition, the till area is about gaining impulse.”
He advises that those planning a convenience store campaign should “think about it more carefully and look at the different areas - you will still invest money in display, but I would be very surprised if the investment levels actually dropped, they would just be done from a more scientific perspective.”
About POPAI UK & Ireland
Part of the SHOP global network, POPAI UK & Ireland is a progressive industry association, promoting best practice, dedicated to enhancing the total shopper experience.
For more information, visit www.popai.co.uk
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.
