Retail Express’s Newtrade Insight partnered with Unilever on a store trial in two independent retailers’ stores to see how they could optimise ice-cream sales with five simple steps.
Newtrade Insight partnered with Unilever to help two independent retailers improve their Impulse ice-cream sales. Meten Lakhani, of Premier St Mary’s Supermarket in Southampton, and Gursh Singh, of Kings Wines in Feltham, West London, both underwent a 12- week trial from July to October 2024. This trial was split into four three week periods, which saw different lines introduced over the duration to test the trial’s aims. These were to show how retailers can drive sales with Wall’s ‘Five steps to sell’ recommendations.
These quick steps are:
- Choose the right freezer for your business
- Stock Magnum, Wall's & Cornetto best-selling products
- Stock NEW innovations and exciting flavours
- Draw attention to your cabinet using Wall's FREE Point of Sale
- Keep your cabinet clean and well-stocked
RATIONALISING THE RANGE
Pre-trial, both retailers were over-stocking their Impulse ice-cream freezers with more lines than recommended. Singh had 24 lines in a 12-basket freezer, while Lakhani was selling 19 different ice creams in his 18-basket freezer, with Ben & Jerry’s take-home tubs among them. Both retailers reduced their ranges to ensure all lines available stood out to shoppers, and that bestsellers were given the right space. Own-label lines and slow sellers were removed, while top-selling branded lines were brought in, and popular lines, such as Magnum, were given additional listings.
Both retailers viewed the trial as a success. Lakhani’s ice-cream unit sales increased by 26.2% compared to the same period in 2023, while his value sales rose from £1,277 to £1,805.51, a 41% increase. Magnum and Twister sales were particularly successful, increasing in unit sales by 212% and 590% respectively.
Meanwhile, sales of all four key Wall’s brands – Magnum, Calippo, Cornetto and Twister – grew in Singh’s store. Cornetto saw the best performance, increasing by 142%. Singh attributed this change to the reduction of his range, which turned some shoppers away when they found out he wasn’t stocking certain “pocket-money” lines, but which caused others to trade up to branded lines, such as Cornetto Go. This meant he had more money through his till and his ordering was more streamlined.
The retailers also recorded these results despite unfavourable weather. The average weekly temperature in the second half of the trial in Singh’s area was 5.5° cooler than in the year before. Ice cream has a reputation as a category that ‘sells itself’ over summer, but this trial showed that a proactive approach to ranging can pay dividends, even in poor conditions that are said to affect shopper attitudes.
Ice cream has a reputation for “selling itself” over summer, but this trial showed that a proactive approach to ranging can pay dividends, even in poor conditions that can affect shopper attitudes.
Checkout what our retailers had to say!
KEY TAKEAWAYS
THE principal takeaway from both retailers’ sales during the trial was the role of space in the category. Many stores won’t have room for large ice cream chillers, but cramming as many lines as possible into a 12-basket chiller is counterintuitive and won’t be as good for sales as a cleanly stocked chiller with clearly visible products. Both retailers stocked fewer lines during the trial than before and still saw sales increases across key Wall’s lines. Additionally, the visibility of the chiller plays a role in what sells. Lakhani said that as shoppers one side of his freezer first due to its positioning, this was a “hot spot” for sales, so he focused on this side first and most often. Ice cream also behaves differently to many other convenience categories, with shoppers returning less frequently and heavily influenced by the weather. The length of the trial and its different focuses, alongside rep visits and EPoS check-ins allowed both retailers to see in real time
Source:
This feature is created by Newtrade Insight. Data is gratefully received from the two retailers who participated in a 12-week trial of Wall’s ice cream. Any data from other sources is cited.
[1] Nielsen GB TOt_ Cov during YTD 9/11/24 4Nielsen, Total Ice Cream, Children, All Company in GB_Tot Cov during Latest 52 Wks – w/e 28/12/24
[2] Nielsen GB_Tot Cov_Tot Impulse during Latest 52 Wks – w/e 25/01/25 ²2024 NielsenIQ data, Value Sales, Ice Cream w/e 28.12.2024 (GB)
