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Top 50 Indie Valli Forecourts is the first UK forecourt to have new Mars/Snickers micro-freezer units in its stores. The units house Mars’ ice creams, chocolate bars and gum all in one display unit.
Tasneem Aslam, business development manager at Valli, says: “We’re always looking for new ways to improve the customer experience and make better use of space within our stores.
“The idea for the units came from discussions with the team at Mars. We were keen to explore a more innovative way of merchandising the Mars range, and the concept developed from those conversations. We’re very pleased to be the exclusive forecourt partner in the UK to launch the units.”
Aslam says the units, which were install by SHS Sales & Marketing, create a convenient one-stop destination for impulse purchases. “These products are all in high-frequency, impulse-led categories, so bringing them together makes it easier for customers to see the range and encourages additional purchases.”
He says the main benefit is visibility. “It gives the brands a dedicated and impactful space within the store, while also making better use of the available footprint. It’s an easy-to-shop solution that brings several complementary categories together.”
The Valli team reviewed the available space within each store and identified locations where the units could have the greatest impact without compromising the customer journey. Aslam says the flexibility of the units also makes them relatively easy to position within the existing store environment.
“They are definitely getting noticed. The initial feedback from our store teams has been extremely positive, particularly around the visibility and overall look of the units. We are monitoring sales closely and will be able to assess the full impact as we build up more data; so far, the increase in sales is massive.”
Aslam believes innovation such as this is important in the convenience and forecourt channel, particularly when space and location are limited. “Suppliers who are prepared to think differently and develop solutions that improve visibility, customer experience and sales can create much stronger partnerships with retailers,” he says.
