Mars Wrigley’s Availability into Action campaign goes digital

Following the success of its ‘Availability into Action’ campaign, which was launched last year, Mars Wrigley has introduced an online tool designed specifically for independent retailers in the format of a bespoke website, https://www.availabilityintoaction.co.uk.

Availability into Action offers tips for retailers on how to create best-in-class gum displays that will ultimately drive sales. Content on the site includes category expertise and merchandising advice and covers topics including evolving consumption occasions for gum and the importance of its availability.

Mars Wrigley’s gum portfolio is worth over £199.4 million in the UK, with the Extra brand being the third largest confectionery brand in UK independent retailer stores (Nielsen). This positions the company as a market leader.

Availability into Action is an evolving website, and the company has plans to include elements that will allow retailers to get directly in touch with Mars Wrigley sales representatives quickly and ‘Virtual Category Workshops’ offering retailers the opportunity to upload images of their merchandising to receive bespoke category advice. The site will include model planograms, plus insight and advice in the format of short and informative masterclass videos.

Dale Cuthbert, head of impulse category at Mars Wrigley, says: “We know that gum sales are impulsive wins often made at the till. The Availability into Action website is an educational tool that offers a great opportunity for us to share insight and advice with our independent retail partners so they can achieve the best results possible. The website will continue to evolve and be the go-to source of information for independent retailers for gum advice.”