Value and visibility

Promotions are a good way of increasing sales of crisps and snacks in pubs, but before a pub can run successful promotions, it is important to have the basics right.​

Range:​ stocking the right range to offer the maximum consumer choice

Visibility:​ ensuring this range is fully visible to customers

Once these two category management principles are in place, the more exciting area of promotions can be considered. We know that promotions on crisps work in pubs, particularly when the promotion is a value offering.

When asked, 43 per cent of consumers said they participate in promotions in the pub*. When asked why they participated, value is the reason most often given.

What promotion should I run?​

Promotional mechanics fall into three key categories. It is important to have a clear objective before implementing a promotion, as this will determine which type of promotion is the best to run.

The drink led link deal​

• Linking crisps with alcohol provides a good value offering to which we know consumers respond
• Beer accounts for 65 per cent of alcohol sales in pubs** so linking crisps to beer will deliver the highest sales uplift
• Leading drinks brands are more likely to encourage consumers to participate in the promotion
• Can expect to see up to 10 per cent increase in crisp sales*** versus a normal period in the previous year

The High Street Meal Deal​

• The working lunch has declined to an average of just 27 mins in 2002****
• 65 per cent of all working day lunches are sandwiches****
• Consumers do not have time for a hot pub lunch during the week
• High street pubs face stiff competition at lunchtime from coffee shops and sandwich bars
• Solution = the meal deal. Sandwich, packet of crisps and soft drink for a fixed price
• Outlets running meal deal have seen up to a 10 per cent increase in sales of crisps and snacks***

Encouraging impulse purchase of crisps through promotions​

Crisps are an impulse purchase in pubs - this means that visibility is key to maximising sales. Walkers has run two promotions designed to help pubs raise visibility of crisps and therefore increase sales. These promotions have been successful for a number of reasons:

• Posters, table talkers, beer mats and till toppers provided to drive visibility of crisps in outlet
• Point-of-sale delivered in kit box which converts into a countertop unit to display product
• Motivational headline prize for consumers
• Text and Win mechanic - no involvement required from licensee or barstaff

When asked, most participating pubs said they saw an increase in crisp sales during the promotion.*****

These promotions are available from Walkers direct to store service. Please call 01189 308267 for more information about Walkers van sales service​

* Walkers on-trade consumer research - March 2003** Key Notes*** Walkers sales data**** Eurest lunchtime survey***** Cubo Research, February 2003

For more information about promotions and to download ​point-of-sale material, please visit the Walkers website www.walkers.co.uk/trade​