Presenting products in the optimum way is tough in this category - a logical approach is the only way to go
Getting the fixture right for sugar confectionery can be a big challenge for retailers, particularly with so many brands vying for attention. Making decisions about the right products to stock and where to stock them can have a big effect on the profitability of individual lines - and on the sector as a whole.
Alexandra MacHutchon, communications manager at Wrigley, says retailers need to adopt a logical, focused and strategic approach to merchandising by offering attractive new products and removing the slower sellers.
She also advises retailers to minimise out-of-stocks and maximise availability keeping the tillpoint well merchandised and fully stocked at all times. "The tillpoint is the one place in a store that every customer visits, so it should be kept clean and clutter-free," she says. "A daily schedule for cleaning and merchandising the tillpoint should become part of someone's job role."
Tracey Mattock, marketing manager at Fox's Confectionery, acknowledges space in sugar confectionery is at a premium, but believes the best strategy is to prioritise bestsellers, such as Fox's Glacier Mints, and complement with other flavours from the range. "Not only does this make for a colourful, high-impact fixture, but it also encourages the consumer to make multiple purchases and experiment," says Mattock.
"Confectionery fixtures are really busy: we would always like more space, but it's great for consumers to have such a wide choice. Where we've been looking at added features, we have used clip-strips and display stands, which helps draw consumers to our products. It's really important for us, because we're in the middle of a £2m TV campaign on UK Gold."
Herwig Vennekens, managing director of Haribo Dunhills (Pontefract), agrees that the impulse nature of confectionery sales makes visibility the key sales driver. "The more opportunities there are to display the product the greater the uptake," he says.
"In this category, if you put a popular brand on display it sells out. With the squeeze on space and clear aisle policies, gaining display space is one of the key challenges for confectionery manufacturers."
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