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Paul Downing |
A massive opportunity for the independent sector in the spirits category was being missed, according to Paul Downing, channel director RTM, of Diageo.
Referring to the Putting Leaders On Display (PLOD) scheme, to bring out spirits from behind retails counters, he said: "Trials demonstrated a massive 37% increase in sales and hence profit on average. FWD support, plans and funding had been agreed with all the relevant spirit suppliers to cover at least the first 1,000 conversions. To date we have less than 100.
"If the multiples had this opportunity they would have executed it across the country in a month."
He asked: "What else could be more important that the potential to grow an established category by 37%. There are real opportunities out there but we have to act as one to create and make them happen."
Downing also said alcohol shoppers were valuable customers for independents with an average of 4.1 shopping trips per week. "They will buy alcohol if you get its in-store presence right and this transaction alone can double or treble the average spend."
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