Britvic Soft Drinks, leisure category insight

The challenge: unlocking category growth opportunities for food & beverages in the leisure sector

Whilst historically relying on the grocery sector to deliver volume, Britvic had identified the leisure sector as an ideal environment to create richer and more positive associations with its brands.

The consumer excitement and enjoyment generated by the motion picture industry made the cinema environment an ideal place to start this journey.

The result: 12% sales growth

The retail landscape and shopper research studies undertaken by Shopworks revealed a significant opportunity for someone to step up and take charge of the total food & beverage category offer.

Armed with our recommendations Britvic were quick to seize the opportunity and, working collaboratively with a number of brands including Ben & Jerry's, Scandic food and Cadbury, established the "one vision for retail excellence" programme to deliver total category growth in the leisure sector.

Retail landscape and shopper research

In response to Britvic's brief, the Shopworks team focused on a detailed audit of the current customer journey experience through a combination of retail landscape benchmarking and shopper research.

Retail landscape benchmarking

Our first step was to identify current best practice across the 4 large UK cinema chains - Cineworld, Empire, Odeon, Vue - across multiple formats and locations.

The Shopworks retail benchmarking methodology provided a detailed view of the current shopper journey experience by examining:

  • Product offer and assortment
  • Promotions
  • Communication
  • Added value services
  • Technology
  • Retail theatre
  • Staff & service

Shopper research

In order to provide both depth of insight and quantify the opportunity we undertook a combination of quantitative exit interviews and qualitative depth interviews amongst customers of all four cinema chains.

Our research uncovered remarkable similarities in customer experience across all four chains as well as limited evidence of any meaningful differentiation between each brand in consumers' minds. Add to this the fact that, for most consumers, the choice of cinema venue is primarily driven by convenience factors such as location and show times and it soon became clear that there was significant potential to develop a greater entertainment experience that would go beyond the enjoyment of the movie.

Britvic testimonial

"Many agencies can research and deliver thorough findings. However, it takes real skills and expertise to deliver powerful insights hidden behind the complicated charts and stats.  Shopworks' ability to understand the consumer behaviour and most importantly, its commercial implications for the retail industry are truly best in class. Shopworks findings and creative recommendations exceeded Britvic expectations on many occasions and made lasting impressions on our customers. Implementing SW recommendations generated double digit sales growth for the retailers and dramatically improved our relationships with leading cinema operators. We will be using SW for many future projects"

Kamila Sitwell, Insight manager - FMCG, Britvic soft drinks

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