MERCHANDISE AND POINT OF SALE
Communicating the Brand at Point Of Sale
Customers are prepared to pay a premium price for a premium
brand - in fact, research shows that they will pay 15% more for
Twinings because of the reassurance of quality. Further research
showing that around 60% of purchase decisions are made at the
counter underlines how important it is to clearly display and
market your carefully chosen selection of teas.
Juggling budgets, putting on an offering that will appeal every
day to hundreds of people and keeping customers on site are just
some of the challenges that caterers are faced with - with
all this in mind tea shouldn't be underestimated as a significant
money maker. Tea accounts for 7 out of 10 hot drinks consumed* the
margins are no less than 90% - unlike coffee - and there is a blend
for every time of the day. By considering the brand you offer, the
blends and the service, caterers can justify a premium price that
will make a big difference to their bottom line.
Why Not Try?
Tea drinkers are becoming far more adventurous. English
Breakfast and Earl Grey, once considered daring
alternatives, have become mainstream favourites and are Twinings'
most popular blends - English Breakfast now accounts for 70% of the
market. They should certainly form part of your core range no
matter what sector you are in. The strong, brisk English
Breakfast is most popular during the morning when people need
a pick-me-up (36% of people drink it between 7-9am) while 42% of
Earl Grey consumption takes place between the hours of
2-8pm, when demand is for a more delicate blend.
Green Tea is another must stock! After the December
excess, January is the time people start the detox. Many consumers
will switch to Green Tea due to its reputed health
benefits and so it is a major profit opportunity for caterers. This
is evident from the fact that 50% more green tea is purchased in
January than any other month and that surge continues in the first
few months of the year.
Consumers' thirst for exciting and healthy new flavours has also
boosted sales of fruit and herbal infusions by 3.5% and the variety
of tastes available allows caterers to easily refresh their offer
to prevent 'menu boredom' setting in.
Peppermint, Camomile and Red Berry
blends now account for 74% of all infusion sales
(peppermint alone represent one quarter of the market),
while Lemon & Ginger is showing strong year-on-year
growth of 9.8%.
Why not encourage your customers to be more adventurous with
their choices and recommend some Seasonal Specials or a Tea of the
Month so keep tea menus fresh and show variety in your tea range?
By serving the most popular blends during key selling periods, will
not only keep your dedicated tea drinkers coming back time and
again, but also drive incremental sales from new customers.
Ethical and sustainability issues are still a high priority with
many consumers - the 10-strong range from Jacksons of Piccadilly
ticks all of these boxes. Part of the Twinings' family of brands,
Jacksons of Piccadilly was the first premium Fairtrade tea brand in
the UK and it now offers the widest range of Fairtrade speciality
teas, green teas and infusions on the market, ensuring caterers can
satisfy all tastes from the canteen to the boardroom.
Its line-up includes a mainstream tea blend that scooped a Gold
Award at the Guild of Fine Food's Great Taste Awards; speciality
blends such as Ceylon, Earl Grey, Kenyan
and Assam; Sencha Green teas in a choice of
Pure Green, Lemon and Mint; as well as
Cranberry, Raspberry & Blueberry, Pure
Peppermint and Pure Camomile infusions.
To support your ethical tea sales and communicate the Jacksons
brand at point of purchase, our new 'Why Not Try' posters and Tent
Cards will tempt customers in to trying new blends and drive your
DOWNLOAD JACKSONS TEA OF THE MONTH POSTER
DOWNLOAD JACKSONS ASSAM POSTER
DOWNLOAD JACKSONS ASSAM TENT CARD
DOWNLOAD JACKSONS CAMOMILE POSTER
DOWNLOAD JACKSONS CAMOMILE TENT CARD
DOWNLOAD JACKSONS CEYLON EARL GREY POSTER
DOWNLOAD JACKSONS CEYLON EARL GREY TENT CARD
JACKSONS CRANBERRY, BLUEBERRY AND RASPBERRY POSTER
DOWNLOAD JACKSONS CRANBERRY, BLUEBERRY AND RASPBERRY
DOWNLOAD TWININGS CRANBERRY, RASPBERRY AND
DOWNLOAD TWININGS EARL GREY POSTER
DOWNLOAD TWININGS ENGLISH BREAKFAST POSTER
DOWNLOAD JACKSONS FAIRTRADE TEA POSTER
DOWNLOAD TWININGS LEMON AND GINGER POSTER
DOWNLOAD TWININGS PEPPERMINT POSTER
DOWNLOAD JACKSONS PEPPERMINT POSTER
DOWNLOAD JACKSONS PEPPERMINT TENT CARD
DOWNLOAD TWININGS PURE GREEN POSTER
DOWNLOAD JACKSONS SENCHA GREEN POSTER
DOWNLOAD JACKSONS SENCHA GREEN TENT CARD
Take a look at our