A recent collaborative trial led by flavoured milk brand YAZOO has produced compelling evidence that the strategic use of price-marked packs (PMPs) combined with effective in-store merchandising can drive significant sales growth in the impulse-driven chilled milk drinks category. The trial, conducted with Broadway Convenience Store in Edinburgh, St John’s Budgens in Kenilworth, and Tenby Stores and Post Office in Tenby, focused on optimising displays, clear pricing, and increasing the availability of YAZOO PMP milk drinks within each store. The retailers involved already stocked YAZOO products, and as part of the trial received dedicated point-of-sale materials alongside merchandising advice from experts at FrieslandCampina.
Key findings from the trial include:
- +89% average sales uplift (1.9x) in overall YAZOO PMP sales across all three stores.
- On average, all three retailers found YAZOO Strawberry PMP to be the lead SKU, as it was the best-selling flavour during the trial period.
- Broadway Convenience Store experienced the most significant percentage sales uplift during the trial period after implementing the merchandising advice, increasing its sales by +235%
The initiative explored how consumer confidence and value perceptions associated with PMPs, particularly within the impulse-driven convenience channel, can directly translate into increased sales for retailers. YAZOO’s iconic portfolio lends itself well to be enjoyed on-the-go as well as a pick-me-up treat in between meals or when relaxing at home, making it a must-stock for retailers to cater for multiple shopper occasions.
“We were blown away by the impact. Customers responded well to the clear pricing, and with YAZOO's support on merchandising, our chilled milk drinks sales went through the roof," said Sophie Williams of Broadway Convenience Store." It's a simple change that made a massive difference to our bottom line.”
Adam Tidbury, Category Marketing Manager at Friesland Campina added: “This trial provides compelling real-world data showcasing how PMPs are a cornerstone for success in the convenience channel. We understand that PMPs offer clear value and transparency to shoppers, and as a result are a crucial part of a retailer’s offering to help boost sales. Our successful trial in-store shows that, with effective merchandising strategies in place, PMPs can be incredibly valuable for driving growth across products in multiple categories in-store.”
YAZOO is seeing strong year-on-year sales value growth of +11.5 per cent, highlighting an opportunity for convenience retailers to tap into the milk drinks category and unlock substantial sales opportunity.
YAZOO’s top three tips for retailers to boost sales:
- Use POS to drive impulse sales: Dress your store/chiller to draw attention to your PMP offering. Use POS to encourage customers to increase their basket spend and supplement their shopping with an impulse purchase of a drink.
- Site diary drinks at eye level: Key PMP dairy drinks should be at eye level or slightly below in your chiller cabinet for maximum impact. Avoid placing them on the very top or bottom shelves where they are easily missed.
- Mix up your PMP formats: Offering a variety of formats from popular brands encourages consumers to pick up flavoured milk specific to the occasion – smaller 300ml and 400ml options offer a convenient on-the-go refreshment for shoppers and so work well in front of store soft drinks chillers. Larger 1L bottles are perfect for shoppers to take home and enjoy later however, so work well placed alongside the milk but can also be placed below smaller formats to encourage shoppers to trade up to larger sizes.