Let’s Spring into Action…

Let’s Spring into action…

As we enter another year with that feeling of uncertainty, it’s important to remember how incredible retail can be at adapting… after all, those of us who have been in the industry for many years know how fast-paced it can be, and that we need to be both resilient and creative in our approach.

One thing we know for sure is a lot of consumers are creatures of habit, so what do we think about once the festive season is over and the decorations are packed away for another year? Everyone looks forward to Spring, right? And within retail Spring can mean only one thing…

Home Improvements, DIY, Gardening… the Spring Clean, and a general spruce up of everything around us! We also know most of the Home, Garden, and Home Improvement sector has successfully managed to steer themselves through the pandemic, and dare we say it…  starting 2022 in a more robust format compared to more challenged sectors.

The Home, Garden & DIY Sector

As the coronavirus outbreak was forcing many governments worldwide to impose lockdowns and consumers were advised to practice social distancing and stay home, DIY activities saw a surge with individuals in the UK. Between March 9-15, 2020, online sales of home improvement and gardening retail products grew almost by fifty percent compared to the same period the year before.

Statistics show the total annual turnover of retail sales of decorating and DIY supplies in the UK reached 7.2 billion pounds in 2019.

The annual retail sales volume in household goods stores in the UK was worth approximately 34.6 billion pounds in 2020, slightly up from a year earlier where the value stood at 34.2 billion.

The worldwide home improvement market was valued at 763 billion U.S. dollars in 2020. With a compound annual growth rate (CAGR) of more than four percent, the home improvement market value was expected to surpass the trillion-dollar mark by 2027.

The strength of the DIY sector is demonstrated by one of the leading retailers in the UK, coming right after our biggest grocery retailers, being the DIY and home improvement sector: Kingfisher plc. The company owns two of the UK’s most popular DIY retail stores, B&Q and Screwfix. While B&Q focuses on home improvement, gardening, and home furnishing products, Screwfix is a retailer at the heart of hardware tools and building materials.

B&Q has seen 3.7bn pounds worth of sales between 2011 – 2021

In 2021 Screwfix, the multi-channel retailer was set to exceed its target for store openings this year, creating more than 700 jobs in total across local communities in the UK and the Republic of Ireland (ROI).  In March 2021, Screwfix announced plans to have open more than 50 stores throughout the rest of  2021 – they exceeded targets with a total of 70 new stores opened or due to open within the next month.

John Mewett, Screwfix CEO, said: “Currently, 98% of the population live within a 30-minute drive of a UK store, so our continued expansion ensures we can bring Screwfix closer to even more customers.”

The growth of Screwfix is supported by Kingfisher, its parent company, whose “Powered by Kingfisher” strategy focuses on empowering its distinct retail banners in key areas such as its own exclusive brand development, buying, and sourcing, e-commerce, technology, and services.

If we take a look away from Kingfisher, there are currently 5,891 specialised stores across the UK selling hardware and paints.

Generalised hardware such as Wilko who have DIY, homeware, and garden sections have achieved 1.28bn in the UK from campaigns such as ‘lots of little wins’.

An insight into Trends for 2022

The trend for home improvements will be very much at the forefront of people’s minds. This is due to many factors… one of which is that the general public is spending so much more time at home and wanting to invest more into their properties.

Whilst key improvement jobs for 2020 were based around maintenance and repair, plumbing, and general painting and decorating. 2021 saw more focus on general decorating, new carpets, kitchens, and bathrooms, and organising a better home/office space.

A little research from an independent home improvement platform is highlighting 2022 will see people investing more In their gardens and home space – 64% of UK residents say that outdoor space when purchasing a home is now more important to them than ever.

Interestingly, 38% of those working more from home want to invest further in a better home/office workspace… ideally being able to keep office space segregated from the main living space.

57% of UK residents want to be more eco-friendly… this is becoming an important part of home and DIY decision making. One retailer that is tackling sustainability and reducing plastic packaging is IKEA

The IKEA buy-back service was introduced globally to make it easier for customers to give the furniture a second life and is part of the company’s mission to become climate positive and circular by 2030. Customer research showed that many people felt bad about throwing things away and preferred to repair, reuse or recycle – but lacked the time, knowledge, or energy to do so.

In line with the commitment to have a positive impact on both people and the planet, IKEA will phase out plastic from consumer packaging solutions. The phase-out will happen in steps, starting with an all-new range by 2025. With this phase-out, IKEA aims to reduce plastic waste and pollution whilst driving the industry agenda to develop packaging solutions centred around renewable and recycled materials.

Having a trusted in-store agency can really support your consumer engagement and ongoing sales…

At Mirror we have extensive experience across the Home, DIY, and Garden Sectors. We work for some amazing well-known brands and in some cases specialists brands within building merchants. We find merchandising and product placement works extremely well. Premium positioning in the trade and DIY sheds, alongside eye-catching and informative POS, can genuinely achieve great sales figures.

Sales activation and in-store support, such as Brand Ambassadors give authority and a better understanding of your product range. This can be really effective when a consumer is struggling with decision-making – especially when they are faced with many different options or brands to choose from. This can be relevant for a lot of hardware items from paints to power tools or gardening products.

Field Sales teams can be an extremely viable option for those brands that require support throughout the year. This can be in the form of strategic or ad-hoc tactical teams. A lot of brands within the DIY, Home, and Garden Sector can be seasonal purchases. A good example of this is gardening and ensuring your key seasonal ranges are in prominent positions at the correct times, during both the retail and seasonal calendar. For example, planting tools in spring, grass cutting and maintenance spring/summer, and leaf blowers in the Autumn.

We pride ourselves in looking after our clients and supporting them to achieve their goals across retail and beyond. If you are interested in having a chat with us or finding out how we’ve supported some of the UK’s top DIY, Home, and Gardening Brands – give Pip a call on 01737 457477 or email pip@mirrormarketing.co.uk



High Fats, Sugar and Salt Legislation is Looming – What’s the Impact for Brands?

With the HFSS legislation looming – How will the high fat, sugar and salt legislation impact sales and brand awareness – and what can Mirror do to help?
New legislation is only a matter of months away (October 2022). The impact will be high when it comes to selling any HFSS product from a financial, visual and logistic perspective.
The key restrictions include – retailers being unable to offer HFSS products on promotions such as ‘BOGOF’ and ‘3for2’ offers. These products cannot be sited in some of the key prime positionings in store – such as the store entrance, promotional gondola ends or at till points. This is causing a headache for many, many brands as the HFSS product list is vast. We are not simply talking sweets, confectionery, crisps and chocolates… The hidden sugars and salts lurking in so many products will mean that they will be affected too! including cakes, biscuits, cereals, yoghurts, smoothies, ready meals, savoury snacks, food to go, ice cream, puddings, sauces and lots more.
The legislation has a valuable environmental, economic and moral purpose… obesity in the UK and the rest of the world is rising and is impacting all aspects of life including our health services and schools. The covid pandemic has further demonstrated the need to reduce obesity and the need for healthier and better-educated consumers around food consumption.

The good news is some brands are adapting and reformulating their products to work with the restrictions, others are reducing product lines focussing on key SKU’s as space on the main fixture shelf will be limited.
Interestingly, Kind Snacks – renowned for its healthy snack bars has had to make some HFSS reductions. Cereal king Kellogg’s has opted to cut the sugar in children’s cereal by 10% by end of 2022 and is also reducing the salt content.

Navigating, to get the best results…

On-shelf displays and promotions are still options, these will need to be on the category aisle and not the larger (more impactful) offer aisles we are used to. We envisage seeing the rise of consumer competitions and experiences… to entice customers to purchase. So more Point of Sale on the shelf in the category aisle would be a great idea to draw in the consumer. Mirror can certainly help you with this in store!
Using the HFSS as a promotional positive is a great awareness tool. Those brands going above and beyond in becoming HFSS compliant will definitely get ‘top points’ from consumers… but will also earn favour with retailers. Retailers want to have ‘Beacon Brands’ in prime positioning and including on promotional offers, as it drives traffic to the store.
Our understanding is that whilst some HFSS products will not be able to go on a solus promotion, there may be a loophole – as to them being within a ‘meal deal’ or wider promotion.
The HFSS legislation doesn’t just affect in-store, it operates across advertising and online activity. Brands will counteract this through less specific product advertising and more general brand awareness and exposure. Consumers will be engaging more and more with overall brand ethos, logo and values to drive traction and advocacy.

With the Retailers currently being in charge of implementing the HFSS legislation, this is likely to be a resource and labour-intensive task, both at head office and at the store level. With limited space to choose from, brands and manufacturers will be working hard to secure prime locations within the main fixtures and bays. Those with field teams and regular merchandisers will be using the time in-store to create the best displays, fully merchandised aisles and making sure compliance and visibility is paramount.
Brands can also look to focus on smaller format stores. Stores of 185.8 sqm (even if they are part of a large/national company) potentially have a loophole and exemption on locations for HFSS products. This is also similar for a specialist retailer, who generally stocks one type of product or category.

Get involved early…

Retailers and manufacturers understand this legislation is coming… and it will be the priority for 2022. Between now and the end of the year we all know the focus will be Christmas and selling as much as possible. It is likely more information will start filtering in from the beginning of 2022, as currently there are still a lot of grey areas. Our advice is for brands and manufacturers to be present on the shop floor through merchandising and auditing from early in the new year. This way if you are working with the retailers and supporting them, you are in a prime position to learn, understand and adapt accordingly.
Creating insights, gathering data and portfolios of the stores, is a good way to learn and evolve. Team Mirror are in store 365 days a year, we are the strongest connection between store and brand. Our approach is flexible and proactive.
Why not set up a few pilot stores, trialing different POS and experience in the first or second quarter of 2022 – test the water, and track sales data and results.

Why not have a chat with Pip Parry our Sales Manager to see how we can support your brand through HFSS legislation and beyond. Email: pip@mirrormarketing.co.uk

Why Veganuary is such an important month in the retail calendar…

Veganuary has grown exponentially over the last few years. All food retailers are competing for the best and most innovative plant-based range of meals. This includes the pet sector, with it seeing a rise of plant-based pet food on the shelves. Restaurant groups and fast food chains are increasing their vegan options month on month… Nothing proves vegan food is becoming more and more mainstream than the launch of the McPlant at McDonalds.

‘New McPlant features an impressive build including – A vegan burger made with a juicy plant-based patty co-developed with Beyond Meat® featuring vegan sandwich sauce, ketchup, mustard, onion, pickles, lettuce, tomato, and a vegan alternative to cheese in a sesame seed bun. The burger is Vegan certified’. McDonalds has confirmed the nationwide rollout of the McPlant is likely to coincide with Veganuary (January 2022).

Successfully showcasing your plant-based products in what is becoming a more saturated market, has never been so important – with each Vegan brand or product range wanting to use the momentum to become a beacon brand.

Although space in the aisle is growing, brands need to work harder to promote their plant-based options to consumers, whilst attempting to secure premium shelf space.

Figures from Veganuary 2021, showcased more than 500,000 people signed up for the 31-day annual vegan challenge. They are confident they’ll see a rise in sign-up for 2022 as there has been a steady increase in numbers of vegans, vegetarians, flexitarians, and those adopting a climatarian style diet. The consumer is wanting to reduce their consumption of animal products and reduce their carbon footprint, so naturally, brands and retailers are reacting to cater to this lifestyle change.

It is estimated that more than a quarter of all evening meals in the UK are now either vegan or vegetarian.

Supermarkets and their growing support for Plant-based alternatives

A recent Waitrose report claims Eco-conscious Brits are going vegan/vegetarian five days if not completely, or choosing to eat meat based products purely at the weekend. Will this lifestyle change be the new 5:2?

By 2020 all major Supermarkets had launched their own plant-based range. Tesco was recently named the number one plant-based supermarket in the UK with 76 own brand plant-based products. They have also revealed a target of a 300% rise in vegan meat sales and committed to selling more plant-based sausages, burgers, and products designed to emulate meat. It’s also trying to plug a gap in the vegan market by introducing vegan fish dishes.

Another report, this time Sainsburys, predicted that by 2025, out of all UK consumers, vegans and vegetarians would make up a quarter of the British population in 2025, whilst flexitarians (those who eat both plant-based foods and meat-based) would make up just under half.

Why choose Mirror as a Retail Marketing Partner?

The rise of veganism and vegetarianism provides a raft of positives for the environment, it has also assisted in launching some great new brands and start-ups to shake up the FMCG category. The bigger players within the industry are fighting back on plant-based alternatives and new recipes, as they can see the plant-based market is booming. There is now stiff competition, so what do these brands do to stand out from the crowd, and continue to use the education and awareness at the forefront of society to grow and secure further brand advocacy?

At Mirror, we are an experienced and established retail marketing partner – we are small enough to care and offer a bespoke offering to each and every client we work with. Working in partnership to listen and learn about your values, goals, and target audience, whilst sharing our knowledge and expertise across the retail landscape. Yet we have a robust expert team of nationwide merchandisers, auditors, and brand ambassadors who can flex and adapt quickly within the fast-paced FMCG sector.

Although we are aware that almost 20% of the nation has used online shopping during 2021 – data also showcases the increase in shoppers visiting stores in some cases daily, as they want to shop fresh to support reducing waste and plastics. With more and more supermarkets offering to recycle in-store, and refill, re-use option it is driving traffic into store.

Sampling, In-store outreach, and demonstrations – are now back in play offering brands strong returns. Connecting with customers and understanding their shopping habits… and sharing new plant-based options with them… is a very rewarding in-store marketing proposition.

New Product Launches – Not only is it important to ensure new products are available for consumers as soon as they arrive in-store, eye-catching displays, promotional merchandise, and educating store colleagues, support in-house brand advocacy. Ultimately, most supermarkets want to be high on the priority list to be able to showcase they are at the forefront of any new plant-based launches!

Promotional & Planogram Compliance – stock on the shelf and availability are key to a consumer purchasing your plant-based products. However, making sure your agreed space in-store is perfectly merchandised and compliant to your specifically designed planograms is paramount. Team Mirror will ensure compliance on fixtures or promotions. In addition, we’ll create an agreed strategy on how to fix any non-compliant space! With the current supply chain challenges, it is important to have a strategy, to help avoid any gaps or out of stocks. This could be to over-face with a line that has good availability… or simply provide photographic evidence and report back, enabling your in-house team to report back to the retailer.

So, what next?

Mirror has a great understanding of the plant-based category and retail as a whole. We also have the complete one-stop solution, including warehousing and logistics to support brands and retailers. As an agency we are working to be as sustainable as possible – we’d love the opportunity to work with brands and retailers who want to support the environment, whilst evolving the retail landscape and supporting the British consumer to make better choices. This is one of the reasons why having the right field marketing team by your side will make all the difference and allow your products to stand out from the crowd.

If you’re interested in learning more about Mirror, and more importantly how we can help your brand achieve results, through an honest and open partnership – please get in touch with us today? Email: pip@mirrormarketing.co.uk

Gardening & Horticulture and why Mirror will help your brand bloom!

At Mirror we are lucky to work with some incredible horticulture and gardening-based brands. This has enabled us to see firsthand how the gardening retail landscape has evolved.

The Garden Centre market has shown great resilience despite the global pandemic… with growing in-store sales throughout 2020/21. It is a difficult sector to move online, with online transactions proving more difficult, so growth is a fantastic achievement. Some Garden centre groups have proved slightly more successful than others whilst dabbling with an online offering.

Gardening products are high in demand, so other sectors have adapted their service offering quickly to include a wider and better range of horticultural brands and items. Supermarkets, DIY sheds, and discounters have all increased their horticulture ranges YoY since 2018. Adding to this, new retailers are also looking at how they can get involved – John Lewis is considering its options and Next has worked with Homebase to trial garden items within some of its bigger home format stores.

The Garden Centre retailer Dobbies has launched ‘Little Dobbies’ stores as a trial… locations include Edinburgh and Bristol, these smaller urban concept stores have been deemed by the brand as successful pilots.

Gardening & Horticulture brands are having to work hard to diversify their offer to suit the multiple points of purchase available, and it has never been more important to stand out from the crowd. It is now relevant to appeal to both a supermarket shopper, a bargain hunter or discounter, and your faithful garden centre shopper.

Point of sale, brief instruction, and ease of use (purchase) are all key for supermarket shoppers. Whilst, your Garden Centre shopper tends to be looking for more advice, detail, understanding, and visual impact… as the competition and ability to cross-sell can be much higher.

Garden Centres are reacting to the discounters, supermarket and DIY sheds with a more experiential and day out concept! There are some great examples of Pop-Up Yoga, Mini-Golf and Cookery schools, and Gardening demonstrations now available to entice customers to store. More space is being made available for brighter and better quality cafes and coffee shops. The Garden Centres are also diversifying their services – with the inclusion of farm shops, food, and home sections and crafting.

At Mirror we offer our gardening brands a varied and responsive approach when it comes to in-store marketing – these include merchandising, auditing, in-store sampling, and also the more complex solution of installing and removing displays seasonally… to ensure the right products are available and in prime position based when they are most likely to be purchased.

Our clients are impressed with how we work to the strengths of each sector, using our knowledge and experience to provide great results, whilst building strong in-store relationships.

Why not sign up for our newsletters or get in touch for more advice and support. We have some fantastic case studies and success stories we can share…

Collect Convenient sales… with you Christmas Presence

Where are we at for 2021 Golden’s quarter?

We know the golden quarter sales of 2020 showed a huge shift, with 48% of all customers spending taking place online, according to Barclays Bank. The switch to online has been continuing throughout 2021 and the Covid-19 pandemic has only supported in exasperating these figures.

Before we start waving the white flag, we know as field marketing experts that the physical retail space is a tough cookie and out of adversity always comes opportunity!

Savvy Retailers…

Click and collect was more popular than ever last Christmas, for example, Argos saw a 24% uplift in click and collect in the week leading up to Christmas 2020. John Lewis was being savvy when it rolled out its click and collect proposition to an impressive 900 locations, including 500 Co-op stores and larger Shell Garages to offer their shoppers greater convenience…

The beauty of click and collect over online/home delivery… is that it provides a beautiful lifeline to those retail outlets providing the collection service, as extra customers are walking through their doors. Clever-thinking brands and retailers can use this to their advantage… An FSDU located near the click and collect can suddenly be quite a value proposition. The signage, store presence, and how it entices customers to shop whilst collecting their online purchase… can also assist in driving footfall and in-store sales through the till.

Team Mirror…

At Mirror we offer a proactive and collaborative partnership, we use our expertise, knowledge, retail trends, and supporting data to work with our clients to create opportunities to drive sales and brand awareness. Our Field team has a wealth of experience in negotiating space, working in the convenience sector, and stocking, siting, and replenishing promotional presence.

As consumers, we are naturally hard-wired to pay attention to things that contrast or are out of the ordinary. This is precisely why an out of the aisle FSDU will outperform an in-aisle display by a ratio of 5:1.

It’s important to not forget… Although these figures speak for themselves, the value we can offer is to replenish FSDU’s. The stats take a downward dive if the FSDU is badly stocked or even worse, has made an impact – but there is no stock on the FSDU. Retailers are tough, and empty FSDU has a tendency to be swiftly removed from the shop floor… than remerchandised (as it is the quickest option for them in the short term)

Beat the rush for the best Christmas Presence…

Who has ever watched a Santa dash or attended the local park run just before Christmas… It is a fabulous site of 100’s Father Christmas’ sprinting around the streets or parkland. At Mirror we genuinely believe shoppers will be hitting the shops early this year… so brands and retailers need to beat the rush for the best Christmas presence!

We are already hearing of potential shortages and with a good percentage of businesses, factories, warehouses, and logistics having to cope with their employers isolating… It is playing havoc with the retail chain.

From a shopper perspective, they don’t want to get caught like they did last year… with talk of future lockdowns and restrictions as we move in the cooler winter months.

Get ahead this year… by using ‘Mirror Taskforce’ our extensive UK-wide field teams to get your product on the shelf, and your promotional material in prime position. Our teams can replenish and adapt promotions based on demands. We can even support stock management.

Mirror is a cost-effective and all-encompassing field marketing operation. We can offer our clients warehousing and logistics as well as proactive account management and UK in-store implementation and direct-sales campaign. We are a one-stop solution for retailers and brands

Let’s learn from Last years Golden Quarter…

I know for many… looking back over the last 18 months can be quite a difficult viewing! So, let’s be brave and rewind halfway to retail’s commonly named ‘Golden quarter’.

It was like Charles Dickens’ Christmas Carol… and most retailer’s nightmare. Heavy investments in stock, presence, and promotion (At Q2 when the decision for Q4 was being made, we were all optimistic Covid-19 would not dramatically impact Christmas Shopping). Shoppers wary of venturing out, restrictions in place, and another lockdown looming.

So what can we learn from last year?

With the world still deciphering its way through the Covid pandemic (or pingdemic). There are great learnings we can take from Christmas 2020. At Mirror we are confident the retailers and brands who will thrive through Peak 2021 not only have to sell the right product at the right price, they have to be more operationally nimble than ever before.

A great example of being nimble from last year were the retailers who quickly realised Christmas 2020 was not going to be all glamour, glitz, socializing, and partying… but more small family gatherings, in front of the TV in snuggly socks, matching PJs, and comfy loungewear!!

Peak planning is integral for success… but being nimble and having the ability to adapt, whilst keeping an eye on trends and Covid-19 will be the winning combination.

Having a retail-based field team (Mirror Taskforce) you can trust and will actively adapt, flexing up and down as quickly as your buying, promotion, or product adaptation and implementation… will stand you in prime position for this year’s Golden Quarter.

Here’s a snippet from one of our client’s feedback during peak, last year…

“Thank you for this report – it’s fantastic! and thank you and the team for turning around the demos so quickly and seamlessly, appreciate the difficulties surrounding the time of year. There’s been some really great feedback” Holly – Brand Warrior – LoveRaw

Why not chat with Pip, our Sales and Business Development Manager – to see how Mirror Marketing is set up to adapt to the ever-changing retail environment.

Is it always good to share? Syndicated v Solus when direct selling…

Direct Sales – To syndicate or not to syndicate this is the question!

We are regularly asked to buddy up brands for sales drives, giving an element of cost-sharing to reduce overall spend. On the face of it, this is a great idea, right? We all want to save a little dough?

We believe syndicated visits are not always the best way forward. In fact, our data speak volumes (with a pinch of human psychology for good measure). If you offer up more than one brand or product in the sales process your strike rate is significantly reduced. In some cases by over 50%. Retailers are less likely to purchase all of the products on offer. Multiple offers will be scutinised. Buyer’s will choose the stand out product, or plump for neither – especially if there is no natural link or way to complement each other on their shelves!

Have a look at this snapshot it put it into context:

Solus – selling in product 1 on a solo basis resulted in an 80% strike rate. Reverting to Selling in product 1 alongside product 2 – resulted in a drop to 39% strike rate for product 1. A dramatic effect – over 50% fewer sales.

Another recent syndicated sales drive clearly demonstrates the rate of sale was halved for each product when the retailer is presented with more than one product at the same time.

Syndicating will naturally weaken your brand’s message as the sales representative is covering multi-brands options, whereas it is a much better option for them to be concentrating on one. A retailer’s time is precious and pitching more products dilutes the offering. A sales representative does not have twice as long in a front of the buyer. Solus gives the retailer the option to concentrate on your brand. And doesn’t have too many choices to make. There is always enough cash in the till and spontaneity to purchase one good deal or new product to trial…

Quality V Quantity?

Quality is better than quantity is definitely the best option when it comes to sales into convenience. At Mirror we appreciate budget constraints, we all want ‘more bang for our buck’ don’t we? so we’ll talk through give you the best options.

For example, Solus calls to fewer visits, with a much higher strike rate, with gain distribution to build on.

We are huge advocates of Solus sales visits. We will work with brands to tailor and select the best call file or field visits to maximise the opportunity. Syndicated visits, is a great option and can be more cost-effective for brands. They work best for merchandising visits, primarily POS placement to increase brand visibility.

For direct sales into Convenience stores, Solus visits are always going to give you a bigger slice of the pie!

Here’s why brands should focus on Convenience… post lockdown!

The growing trend is set to outlive the pandemic with 91% of people saying they’ll continue to shop locally – after all restrictions end (Barclaycard Payments).

The pandemic has seen consumers step up and support the local convenience store, grocery store, butchers and many more!! For some, it was exactly what it says on the tin ‘convenience’ and this could be due to a lot of the population’s circumstances changing dramatically by working at home. For others, they simply didn’t want to go to the big supermarket… it felt more assured shopping locally… and formed a new perspective and positive vibe to be supporting those local small businesses who have been going out of their way to support the community during the lockdown and the pandemic

The reported average visit frequency to convenience stores in May 2021 was 2.6 times per week (retail insight)

Two-thirds of Brits have been shopping locally this year. 63% spent extra at convenience, local shops, or specialist retailers (retail insight)

Consumers indicate they plan to maintain changed behaviours post-pandemic with 10% saying they are planning to spend even more locally, and less on other food channels where they purchased pre-lockdown. Could this be because consumers have had to become more accustomed to cooking at home, and they are actively enjoying it… or because they expect to be working at home more than they did pre-pandemic (no more takeaway coffees on the way to work, or a trip to the sandwich shop on the corner by their office).

Either way, surely this is a great opportunity to engage with us at Mirror Marketing to support your brand in ensuring the best visibility or perhaps a direct sales promo… which by the way works a treat across convenience and the Independent retailer.

One more thing… did you know? The proportion of convenience store shoppers purchasing price marked packs or buying on promotion dramatically increased during the lockdown.

Is it the shift back towards value becoming king again… price is high on the agenda for the majority of consumers, who’ve taken a financial hit during the lockdowns, or is it that more customers are walking through the door? We know outside of value, lifestyle agenda and changes are driving food demands.

Considering all of the above, a promotion within convenience could be a savvy investment.

55.2% of convenience shoppers purchased on promotion and 46.5% bought a price marked product (Lumina Intelligence May 2021)


Importance of data and why data accuracy is KEY to your business and ours.

The benefits of making decisions with data are well-documented. A recent Economist Intelligence Unit survey found that 43 % of senior executives believe data is “extremely important” to strategic decision-making.



Put simply, data is used to provide insight. Businesses, when armed with this, are able to improve the everyday decisions they make. This isn’t just for management either – it applies from the ground up. However, data is rarely useful in its raw state; it must be processed and presented in a way that works on the appropriate levels so that it can be applied properly. The latest analytics tools make this part much easier, but there is still a journey that information must follow before it’s usable.

If data accuracy levels are low at the start of this process, the insight will be lacking and the decisions it influences are likely to be poor as a result.

This is why Mirror Marketing strongly believe that the Quality Control Process is ‘’The Jewel in our Crown’’. We know through speaking with tactical staff that we are unique in our approach and no other agency checks the data input like we do! We believe that this is fundamental to the end result as important decision we know are being made based on the data that we are providing to our brands. Organisations must realise that quality is more important than quantity; too many focus only on gathering as much information as possible without thinking about whether it’s correct – have you ever challenged data?

Add to this the question of whether it can be trusted and you have the issue of integrity to consider as well?

Real-time integration

Data is undoubtedly the business’ single greatest asset. Now, it must be used quickly – or even instantly.

The periods of time in which brands have to make their decisions – both major and minor – are shortening. For Example during a Field Sales activity it is important to react quickly and flex to what is required to achieve the desired results. The ability to draw on the facts and figures and trends immediately instead of having to wait for days, or even longer, until it’s ready is key. It’s this instant access that Mirror Marketing are able to provide through live reporting that enables a firm to get ahead of its competitors, or keep up with them at the very least.

Want to be sure you get what you pay for? Looking to tender your tactical? Contact one of our team here.