Clean Co Twin Store Retail Sampling

Clean Co Twin Store Retail Sampling

The Most Effective Retail Sales Experience

Marketing Industry Award Bronze Winner

The Field Marketing & Brand Experience Awards – 2022

BACKGROUND TRADING CONDITIONS

CleanCo launched its range of botanically brewed, premium tasting non-alcoholic spirit alternatives in 2020.

The Clean G, Clean R and Clean G Pink achieve national retail listings in Tesco, Sainsburys & Morrisons.

Average CleanCo RRP is £19.00; against established brands such as Tanqueray or Gordon’s with a lower RRP of £15.00.

While the category is growing, consumer understanding is underdeveloped and with mainstream consumers unfamiliar.

Mintel 2021 Report on Low and No Alcoholic Drinks Industry confirms:
“Price is a hurdle, with widespread expectations that these drinks should undercut alcohol”.
“Brands have work to do to convince non-users to try their low and no-alcohol products”.
“Taste deemed disappointing by many”.

With these considerations in mind, the campaign objectives set by the client were

Primary objective to increase the Rate of Sale in as many Sainsburys, Morrisons and Tesco within budget.

Secondary objective to introduce shoppers to the premium taste of CleanCo with an attractively styled brand experience.

THE SOLUTION

CREATION OF THE CLEANCO SAMPLING BAR

Design, build and touring of a portable bar, suitable for positioning in front of busy high street Sainsburys, Morrisons & Tesco.
Select materials from premium bars for retail theatre (Eg: cocktail mixers, marble counter, brass fittings, glass rails, uniforms).
Present the iconic CleanCo brand logo with a star-shaped, illuminated roof light box and stylish uniforms for mixologists.

CleanCo Supermarket sampling and sales activation

INNOVATIVE TWIN STORE MAPPING

Geographic mapping to identify which priority stores can be paired, enabling potential to cover two stores on the same day.
Identification, analysis and prioritisation of stores based on aligned demographic, retail sales and activation without site fees.
Tour scheduling; grouping the paired stores into AM (09.30-14.00) and PM (14.30-19.00) sampling sessions, initially in London.

SAMPLE PRESENTATION

Premium presentation of the brand, range of 70cl bottles listed in store, cocktail mixing props and POS messaging.
Cold sip samples served with quality mixer & a fresh fruit garnish with each sample (berries for gin / slice of lime for rum).
Locate in front of entrance areas to reach both shoppers already on route into the store and also engage those walking past it..

INTEGRATION OF SALES PSYCHOLOGY

Branded FSDU with store-specific pricing, located in the foyer of stores to convert immediate impulse purchases on entry.
Bus stop aisle display signs to draw visual attention to the CleanCo range for shoppers considering purchases on main aisle.
‘On the day’ purchase incentive of either a ‘Clean Cocktails’ recipe book or ‘BOGOF’ deal (utilising a cache of dead stock).

THE RESULTS

RETAILER SPECIFIC SALES RESULTS

Sainsbury’s: Average sales uplift of 12,276% achieved across 46 Superstores, peaking at 40,918% (Wilton Rd Pimlico).
Morrisons: Average sales uplift of 7,620% achieved across 29 Superstores, peaking at 19,500% (Morley Leeds).
Tesco: Average sales uplift of 2,649% achieved across 18 Extras, Superstores & Exps, peaking at 13,200% (Pontefract).

CleanCo at Morrisons with newly acquired customers

AVERAGE SALES RESULTS – ALL RETAILERS

Average sales uplift of 5,863% achieved across all 94 stores.
Peak sales uplift of 40,918% achieved.