Home' Convenience and Impulse Retailing : November December 2009 Contents www.c-store.com.au | C&I | December 2009
Ms Martens says Streets packaging also
really helps the products to stand out in
"We believe packaging is critical for driving
sales and in-store product awareness," she
said. "It provides a quick and effective way
for consumers to recognise their favourite
It's a point picked up on by Weis, which
has been producing the Weis bar for more
than half a century.
"With approximately 70% of decisions
made at the freezer it is imperative that
your packaging cuts through to the
consumer," said Weis Brand Manager,
Simon Hambleton. "The packaging needs
to act as a mini billboard for your product,
and Weis heavily researches its product
and packaging development to ensure that
it delivers the required result."
He says Weis packaging helps to sell
product by being impactful in the freezer;
creating a brand block with the four Weis
bar flavours; reflecting and promoting the
brand essence and attributes; and making
it easy for the consumer to select/identify
the flavour they want."
People only spend a few seconds
selecting a product at the ice cream freezer
so packaging design needs to clearly
communicate the product offer. It must
make the product very easy for the consumer
to understand at the point of purchase and
excite them enough to buy it.
Nonetheless, while packaging can take
an ice cream product so far, Mr Hambleton
believes that ultimately it is the taste that
will make the biggest difference.
"Our unique format, our combination of
real fruit and ice cream and our true to the
ingredients flavour has made Weis bars an
Australian favourite," he said. "With taste
being probably the number one criteria for
the consumers -- consumers know they will
get a real experience with Weis."
The company's best performing sku is
the Mango and Ice Cream Weis bar, with its
three other flavours -- Passionfruit, Banana,
Pineapple and Cream; Macadamia, Mango
and Cream; and Vanilla and Raspberries
also performing strongly.
The Weis bar target market is skewed
more toward an adult consumer, because
of the flavour profile and product format,
but it is nonetheless enjoyed by all ages.
Like its competitors, Weis is gearing up
for a busy summer and is issuing what Mr
Hambleton refers to as "a call to action for
the summer ice cream season", reminding
retailers to ensure they check their stock
and ranging to meet the demand.
"As we do each year Weis will be
supporting its brand and creating
awareness and driving trial through a new
major summer campaign," he said. "The
campaign will appeal to a much wider
audience than in past years and remind
consumers about Weis and the experience
and enjoyment they get from enjoying one
of our products."
Mr Hambleton believes that having
a range of different types of ice cream
products is an important consideration for
"With a large portion of the consumer's
decision process being driven by their
mood it is important that the retailer sells
a number of different types of products to
satisfy different need states," he said.
understand your customer
It seems clear then that all retailers put
some effort into understanding their ice
cream customers and their needs while in-
store. Obviously, the ice cream consumer
is looking for something different when
shopping in the convenience channel as to
when he is in the grocery.
In the impulse channel, the person who
buys the product is usually the person who
eats it so people are making a personal
choice about the ice cream they feel like
enjoying at that particular moment. In
supermarkets the purchaser is often buying
for their family or friends, and plans to
enjoy the product at a later time. Often they
will have thought a bit more in advance
about what ice cream they are planning on
buying -- in the convenience channel, it's
often more of an 'on the spot' decision.
Most grocery sales will come from 'take
home' products such as multi-packs and
large tubs, while in route and convenience
sales are primarily single-stick products and
bars intended to be eaten immediately.
"Impulse attracts a much broader
consumer base from 18-year-old guys
buying a Maxibon for a big eat snack, to
couples enjoying a Drumstick on their way
to the beach, to Mom buying Billabong for
her kids," said Nestlé Peters' Mr Alarcon.
"In the supermarket, the purchaser of ice
cream products is typically the main grocery
buyer or manager of the household ... they
are looking for products that the whole
family will enjoy, so tend to pick popular
Clearly then the different mindset
means the consumer goes through a
different buying process in the grocery
environment compared to what they do in
the impulse environment. Ice cream is an
impulsive purchase that competes with
many categories, such as confectionery and
drinks, in a convenience and impulse outlet
so it is crucial that the operator knows how
to draw in the ice cream buyer.
Build a strong in-store presence
"Sometimes it is difficult to get the
consumer to consider the ice cream freezer
for a snack, so point of sale is crucial in
educating them about the great offers
available," said Mr Alarcon from Nestlé
Peters. "A strong in-store presence does
two things for our customers: it helps them
choose an ice cream product according to
their needs and it gets them excited and
drawn to the freezer in the first place."
Streets agrees, saying that its research
has also shown that in-store presence is a
critical driver of sales and it therefore offers
a wide variety of point of sale (POS) material
to outlets to help them draw attention to
ice cream products and promotions, and to
"In-store posters and product range-
boards are critical to initially alert
consumers to the availability of ice cream
in the shop and then to draw their attention
to the ice cream cabinet," said Ms Martens
from Streets. "We use point of sale items
to inform consumers about new products,
offers and competitions ... and our point of
sale items also link closely with any current
advertising and promotional activity."
The company says there are a number of
other simple things that C&I outlets can do
to ensure they're maximising their ice cream
sales. These include placing the ice cream
cabinet near the counter or between the
door and counter; making sure ice cream
sign boards are up to date and on display
inside and outside the store; keeping back-
up stock in the warmer months so they are
prepared for those hot summer selling days;
making sure they allocate the most space
to their best sellers; and always keeping
their ice cream cabinet clean and defrosted
so that it's presented to the customer in the
best possible way.
"In the out-of-home channel, the ice
cream freezer is the beacon that flags to
consumers that ice creams are available,"
said Ms Martens. "It is therefore critical
that it is as clean and well presented as
well as easily identifiable and accessible to
Simon Hambleton from Weis shares
this view, and advocates C&I outlets put
considerable effort into ensuring that the
freezer is well maintained, stock is faced
up (not jumbled) and POS and pricing is
He says that Weis provides stores stocking
its products with an in-freezer divider unit
which is designed to help display and store
the product in the freezer.
"A benefit of Weis that some retailers
may not be aware of is the fact that you
can fit all four flavours into one basket," he
said. "Because of the Weis bar shape and in-
freezer display unit you can display all four
flavours neatly and offer your consumers a
range of flavours from a very small space."
And the potential benefits for retailers?
Well, Mr Hambleton believes they can
deliver a higher sales return from a basket.
And that, after all, is what it is all about.
On a hot summer's day, there can be
few more effective ways of drawing a
refreshment-seeking customer through
the convenience store door than a well-
stocked, well-presented, well-promoted
ice cream freezer. And once the consumer
is in-store, other sales can easily follow on
from there. No wonder C&I operators look
forward to summer so much.
Due to its favour and product
profle, the Weis bar target
market is skewed more toward
an adult consumer, but is
nonetheless enjoyed by all
ages. And while the Mango
and Ice Cream Weis bar is its
best performing product the
three other favours are also
Maggie Beer has added Dark Chocolate &
Orange - a new velvety smooth favour to
her range of premium ice creams.
As always with Maggie, favour drives the
product: it’s rich with full cream, fresh
eggs and couverture cocoa . This is ice
cream that truly tastes like something
you’ve devoted your entire day to in the
kitchen, if only you had the time.
Maggie Beers says: “Good chocolate ice
cream is surely about good couverture
chocolate; pure and velvety, with a bold
edge that can only come from a high
percent of cocoa. And adding a zesty
burst of citrus allows the chocolate to
Available in independent supermarkets
and gourmet stores, Maggie Beer Dark
Chocolate & Orange Ice Cream comes in
500ml tubs; RRP is $8.49.
For more information visit
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