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.
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"Steve is one of the best retail operators I’ve ever come across. He operates in a level of detail beyond most people in the Retail business. He’s a truly customer centric leader, magnificent at process and challenges the status quo.. He’s a true force to be reckoned with and continues to be a good support to M&S and to me as CEO. "
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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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“His knowledge, ideas and suggestions, backed up with detailed reports, were shared in a meaningful, practical way that assisted us to improve our store operations for the benefit of our members, whilst also improving ways of working for colleagues.”
Mark Cox, CEO, The Channel Islands Co-op
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About the report
Report Type: Seasonal Event
Seasonal Events: Burns Night
Contents
Pages: 22
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