Tuesday, 17 December 2013

NITR’s Perfect Store™ drives sales and ATV in industry first F&B category project with P&O Ferries

Nestlé International Travel Retail (NITR) and P&O Ferries have come together in an industry first Food & Beverage (F&B) category project centred on leveraging the principles of Perfect Store™ within F&B outlets on board nominated P&O vessels. The primary objective was to increase Average Transaction Value (ATV), by acting upon the impulsive nature of Confectionery.




As a first stage of the category process a comprehensive market visit was undertaken by NITR and P&O personnel to get a better understanding of the shopper profile, mission and business dynamics. Paul Wheeler, NITR Category Executive explained: ‘It was clear that F&B outlets around the vessels are a key source of revenue and these areas were not fully exploited.’

Following the market visit and insights gained, a customised Perfect Store™ framework was prepared which centred on having the right range aligned to shopper profile and mission for each of the F&B outlets on-board: Family Lounge, Bar Area, and Food Court & Truckers Lounge. To support this tailored confectionery range, Point of Sale (POS) material was implemented to merchandise the range at different touch points in the shopper journey within the F&B outlet.

In addition to the above, NITR implemented its Cash Till Point (CTP) strategy to optimise the basket size and in turn increase the ATV at this last point of purchase in the shopper journey. The strategy is based on the Right Range, at the Right Price with the Right Communication with the Right Display.

P&O Confectionery Buyer Charlotte Barton commented: ‘Already, 10 weeks since going live, we have seen some great results. P&O’s impulse confectionery unit sales have grown by +95% vs the same period last year. Sales value has increased by +44%. Average Transaction Value has also grown in all Food & Beverage sites on board the vessels.’ P&O is now keen to roll out this initiative to its other vessels that operate between the Hull to Rotterdam/Brugges route and the Irish Sea ferries.

Graham Baulch, NITR Business Manager, added: ‘This is another great example of how Perfect Store™ has delivered on its promise to add and create category value with customised solutions centred on a better understanding of the shopper, their needs and associated journey.’


  • Picture were taken onboard the Spirit of France

Press enquiries and images: Rowena Holland, Essential Communications. Tel: (44) (0) 208 405 8019. Email: row@essentialcommunications.org

Customer enquiries: Alan Brennan, Nestlé International Travel Retail

December 2013


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