Counter top unit to drive impulse purchases

Diageo has introduced a pre-filled 20cl counter top unit for the convenience sector to help drive impulse purchases of spirits.

The unit will contain price marked bottles of Gordon’s, Smirnoff and Bell’s. If placed on the counter top, it will help overcome the barrier to purchase which can arise if spirits are kept behind the counter. Each 20cl bottle contains eight serves, providing value for budget conscious shoppers who are looking to buy ‘something for tonight’.

Vicky Mundy, category development manager RTM & Convenience at Diageo GB, comments: “Shoppers want to buy ‘for tonight’, quickly and easily at a price point that fits within their budgets, so they are looking for good quality products that also offer great value for money. Smaller bottles are currently driving growth in spirits and we know that shoppers feel reassured they are getting value for money when they purchase price marked packs.

“The counter top space is a key selling opportunity for impulse purchases. Alcohol offers a far greater cash margin than other impulse purchases such as confectionary, so the new unit offers major benefits for retailers in the convenience sector.”

The counter top unit contains four Smirnoff 20cl (£4.69 PMP), four Bell’s 20cl (£4.99 PMP), and four Gordon’s 20cl (£4.99 PMP). The unit has an eye catching bright design which communicates to shoppers the value for money you get from 20cl spirits. It is sold as a closed pre-filled case and retailers can easily set it up by tearing off the perforated edge to open the unit, utilising space on their counter top in a more profitable way.

5 June 2013 - Felicity Murray