Licensed trading controller at Landmark Wholesale, Jim Brown, urged other wholesalers to work with retailers to give the shopper what they want. “We at Landmark, like other wholesalers, are helping our retailers flourish in serving the local shopper by giving them the package they need.”
Called Hot House, the package works by Landmark members working with top suppliers to make sure that key categories are space-planned and ranged into a layout that is appropriate for both the store and its customer base. Services and training are introduced and the whole package is constantly measured and reviewed.
Brown said: “The success of this is truly astounding with average sales improvement in participating retailers of 29% and an even higher return to their wholesaler. Last year 50% of the Landmark group sales growth was delivered by Hot House.”
Brown also said almost 25% of licensed purchases in local shops were not planned by shoppers before they entered.
He added: “Qualitative research shows that these unintentional purchases are significantly enhanced by stocking a full range, skilfully merchandised, sensibly priced and chilled if appropriate.”