Bestway aims to stimulate own-label sales through in-depot sampling exercise

Best-in, the own-label of Bestway Wholesale, is undertaking an in-depot sampling campaign this week (w/c October 19)

Operating across 10 strategically-important Bestway and Batleys depots, the campaign will focus on sampling of its energy drink portfolio in the run-up to Halloween before moving on to other product categories.

Supported by a sampling kiosk, extensive PoS materials and an inflatable skeleton cooler (pictured) to build on the Halloween theme, the campaign is designed to induce trial and increase sales of the Best-in range. There will also be a free prize draw to win £150 of Best-in vouchers with every case of product purchased.

“Where we have distribution for Best-in it achieves fantastic rates of sale. For example in Sports and Energy drinks a Best-in Stimulation or Isotonic product being sold every second of every day!” said Nick Brown, Bestway category manager for own-label.

“The next stage is to get a greater share of shelf presence and one of the ways we are doing this is the introduction of a new sampling campaign for the label. Best-in is evolving and often outscores many major brands in taste tests. We want customers to taste the products for themselves, appreciate the quality and then stock on their shelves.

“To the best of my knowledge no-one has yet invented elastic shelves but retailers are being constantly asked to give space to NPD and emerging categories. One of the ways to do this is to focus on the major brands and complement them with a credible own label such as Best-in. Does a retailer really need four brands of toilet tissue and eight water brands? I don’t think so. I believe that by replacing secondary and tertiary brands with own-label would free up space to stock NPD and new growth areas without sacrificing core sales.”

The sampling roadshow will kick off with sampling of Best-in Original Stimulation, Sour Cherry and Sour Apple in the ten selected depots; Sheffield, Newcastle, Doncaster, Glasgow (all Batleys) and Abbey Road, Leicester, Manchester, Stockport, Enfield, Exeter (all Bestway).

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