Why you should sample in
Sainsbury’s this Christmas
Getting stand-out from the competition
Christmas in Sainsbury’s; a huge
opportunity to maintain or grow market
share when sales are highest
Christmas 2010
Christmas 2011
Sainsbury’s have a track record of excellence at Christmas.
Sales start rising from November, reaching up to 80% above nonseasonal norm in the weeks leading up to Christmas last year.
Price discounting isn’t enough at
Christmas, fixtures are a busy place…
Spirits Fixture last
Christmas
19 promotional
stickers just in this
photo
Cider Fixture last
Christmas
All Cider on
promotion
Seasonal
Confectionary last
Christmas
Every product in
this photo is on
promotion
… even the Yogurt
fixture!
8 promotional
stickers just in this
photo from last
Christmas
Sampling gives your brand standout by
taking it away from a crowded, noisy
fixture
Lindt Lindor
Dec 2011
Jarlsberg Cheese
Dec 2011
Innocent Juices
Dec 2011
Sampling success last year
Snacking: Brand A
Expected Sales
Incremental Sales
160% uplift
from base
325% uplift
from base
W+1
W+2
W+3
W+4
W+5
CHRISTMAS
Week of
activity
Activity
Sampling as close to Christmas as
possible isn’t always the right solution.
Speak to us about your product and
we can recommend timings to
maximise your sales potential.
W+6
W+7
Sampling for Brand A delivered
incremental sales during their activity in
November, and then consistent repeat
purchase – to Christmas and beyond…
W+8
W+9
Sampling success last year
Spirits: Brand B
Expected Sales
Incremental Sales
30% uplift
from base
1,270% uplift
from base
W+1
W+2
W+3
W+4
W+5
W+6
CHRISTMAS
Week of
activity
Activity
Sampling for Brand B delivered
incremental sales during their activity in
November, with repeat purchase all
the way through to February…
By sampling in November, Brand B was able
to increase their market share early and
gain the benefits throughout the Christmas
period. In sampling stores, the sales uplift
was so pronounced it was equivalent to a
2nd Christmas.
W+7
W+8
W+9
W+10
W+11
W+12
Sampling success last year
Confectionary: Brand C
Expected Sales
activity
60% uplift
from base
activity
2 weeks of
activity
W+1
W+2
CHRISTMAS
84% uplift
from base
Sampling across a 2 week period
delivered significant incremental sales
in the weeks prior to Christmas, and
continued into the New Year.
Incremental Sales
We can tailor your sampling campaign to
fit your broader Christmas objectives, and
fit with the rest of your marketing
campaign. Targeting ideal stores across a
longer period of time is sometimes the right
solution and can lead to long-term gains.
W+3
W+4
Why should you sample during the
Christmas period?
■ Increased footfall in store leads to increased ‘Opportunity to
See’, and high levels of incremental sales from sampling
■ Your products will stand out against your competitors, and
interrupt consumers doing their Christmas shopping. With so
many products on promotion you have the opportunity to
influence consumers at the point of purchase and drive
market share
■ Sainsbury’s have a track record of excellence at Christmas;
sales start rising from November, reaching up to 80% above
non-seasonal norm in the weeks leading up to Christmas.
Ready to talk to us?
If you want to guarantee your booking in Sainsbury’s for
Christmas or would like some more information contact:
BWS, Confectionary, Snacks & Crisps
and Soft Drinks
Adam Kybert
07540 002 221
[email protected]
Frozen, Cereals, Biscuits, Hot
Beverages & Produce
Robbie Morgan
07595 014 528
[email protected]
Canned & Packaged, Household &
Pet and Baby & Beauty
Rachel Kasujja
07540 002 355
[email protected]
Bakery, Dairy, Meal Solutions,
Meat/Fish/Poultry & GM
Gina Cram
07540 002 223
[email protected]
Car Park and Experiential
Haley Pearce
07540 002 224
[email protected]
Cosine Business Inquiries
Victoria Brandham
01844 296700
[email protected]