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What's inside?
This retailing best practice document focuses on Burns Night in UK stores, showcasing event strategies executed by Aldi, Asda, and other major retailers.
- Aldi featured special Scottish products for Burns Night, with a focus on fresh foods and ambient offerings.
- Co-Op had a strong presence, with special signage for mashed potatoes, neeps, and tatties in the fresh foods section.
- Morrisons highlighted produce like carrots, leeks, and neeps, alongside special signage for their event-focused displays in both beer and produce sections.
- Sainsbury’s used strong signage throughout the store, highlighting event-related products, including alcoholic beverages and fresh foods.
- Tesco enhanced the shopping experience with signage featuring Rabbie Burns poems to engage customers while promoting key event items.
“I found Steve’s observations to be of great benefit when driving change, wanting evidence-based perspective to drive improvements and remind our internal teams of the ‘reality’ that customers can face in store.”
Mark Ibbotson – Asda COO, Walmart EVP Central Ops and Realty
What you'll get
In this report, we examine how UK retailers executed their Burns Night 2017 event, focusing on key products, signage, and promotional strategies.
Retailers like Aldi and Morrisons featured strong displays of Scottish-themed items, from Irn Bru to Scottish haggis, alongside significant signage promoting spirits and lager for the occasion. Co-Op and Sainsbury’s excelled with their fresh food offerings, particularly tatties, neeps, and mashed potatoes, while Tesco used in-aisle promotions, including Rabbie Burns poems, to engage customers with the spirit of the event.
What did UK retailers emphasise for Burns Night 2017?
Key highlights included strong signage, specific product placements in fresh foods and alcohol categories, and cross-category promotions. The report underscores how retailers adapted their event marketing strategies to create an engaging experience for customers celebrating Burns Night.
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About the report
Report Type: Seasonal
Seasonal Events: Burns Night
Contents
Report Contents: Alcohol, Bakery, Beers, Events, Fresh Foods, Lager, Party Food, Produce, Signage, Signage in Aisles, Special Buys, Spirits
Pages: 22
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