Growing Sales via Channel specific approach
Intro:
Ensuring a successful product launch demands a comprehensive understanding of the marketing mix, often referred to as the 5 Ps. While many brands understandably focus on their primary market, frequently the large grocery multiples, they sometimes underestimate the distinct requirements and significant potential of other vital channels. The wholesale and convenience sector, with its unique dynamics and considerable reach, is often overlooked – a neglect that can be detrimental to overall brand growth.
The Problem:
Bloo’s existing product presentation was primarily designed for the grocery retail environment. This approach created a significant challenge within the wholesale channel, where the lack of clear product identification on shelves resulted in poor sell-through and missed opportunities.
How RY Helped:
Robinson Young’s team recognized this critical disconnect. Leveraging our deep category insight into the wholesale and convenience markets, we provided strategic advice to the Bloo brand owners. We then developed a bespoke, high-impact label solution specifically tailored for the cash & carry environment. This design incorporated bold colours, easily legible product information, and clear case contents, empowering wholesalers and enabling retailers to quickly identify products and determine retail pricing back in their stores. Furthermore, RY efficiently managed a cost-effective rework of the existing product through our extensive network of trusted contract repackers.
The Results:
The introduction of price-marked packs, facilitated by the new labelling, unlocked significant wider distribution for the Bloo range within the convenience channel. Existing accounts that already stocked the products experienced remarkable increases in their rate-of-sale, with some reporting uplifts exceeding 100%. These targeted initiatives, alongside other strategic support, have contributed to an impressive 27.7% growth in Bloo’s sales within the convenience channel compared to the previous year.
