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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