MERCHANDISE AND POINT OF SALE

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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 tea sales.

pdf_iconDOWNLOAD JACKSONS TEA OF THE MONTH POSTER

pdf_iconDOWNLOAD JACKSONS ASSAM POSTER

pdf_iconDOWNLOAD JACKSONS ASSAM TENT CARD

pdf_iconDOWNLOAD JACKSONS CAMOMILE POSTER

pdf_iconDOWNLOAD JACKSONS CAMOMILE TENT CARD

pdf_iconDOWNLOAD JACKSONS CEYLON EARL GREY POSTER

pdf_iconDOWNLOAD JACKSONS CEYLON EARL GREY TENT CARD

pdf_iconDOWNLOAD JACKSONS CRANBERRY, BLUEBERRY AND RASPBERRY POSTER

pdf_iconDOWNLOAD JACKSONS CRANBERRY, BLUEBERRY AND RASPBERRY TENT CARD

 pdf_iconDOWNLOAD TWININGS CRANBERRY, RASPBERRY AND ELDERFLOWER POSTER

pdf_iconDOWNLOAD TWININGS EARL GREY POSTER

pdf_iconDOWNLOAD TWININGS ENGLISH BREAKFAST POSTER

pdf_iconDOWNLOAD JACKSONS FAIRTRADE TEA POSTER

pdf_iconDOWNLOAD TWININGS LEMON AND GINGER POSTER

pdf_iconDOWNLOAD TWININGS PEPPERMINT POSTER

pdf_iconDOWNLOAD JACKSONS PEPPERMINT POSTER

pdf_iconDOWNLOAD JACKSONS PEPPERMINT TENT CARD

pdf_iconDOWNLOAD TWININGS PURE GREEN POSTER

pdf_iconDOWNLOAD JACKSONS SENCHA GREEN POSTER

 pdf_iconDOWNLOAD JACKSONS SENCHA GREEN TENT CARD

 

 

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