To maximise this year’s Easter opportunity and to take advantage of trading on Easter Sunday, One Stop went all out to ensure franchisees benefited from a strong trade plan, coupled with fun in-store activities for both colleagues and customers.
One Stop Franchise exploited the longer Easter season to increase volume across both filled and shell eggs. Total sales increased by 28.1% and like for like sales were up +9.6%. Profitability also increased for franchisees thanks to the planned move to more premium eggs which delivered a 16% higher average price on shell eggs. In addition to this, the more prominent feature of chocolate bag pouches delivered +22.7% LFL growth, all of which helped to improve franchisees total Easter turnover and margin.
This year One Stop introduced five, week-long stunt deals to keep stores fresh and exciting for customers which included BOGOF on five pack Crème eggs, medium eggs dropping to a £1 (from £1.50), two for £5 on large eggs and single premium eggs (both down from £6), finally finishing week five with Dairy Milk Egg & Spoon at just £1. One Stop’s Franchisees also benefitted from exclusives on Large Wispa Gold & Kit Kat Bites Easter Eggs and new products such as Cadbury’s Oreo Mint & Peanut Butter chocolate bars, Oreo Thins, along with Kit Kat Bites Peanut Butter and Curly Wurly Squirlies.
In addition to One Stop’s strong trade plan, they provided franchisees with a customer engagement package aimed to ‘excite and delight’ customers. Joga Uppal of One Stop, Mount Nod hailed the raft of activities and support that helped them deliver a brilliant customer experience throughout Easter: “We had a fantastic Easter, sales on shell eggs were up 62% on last year! Our success was down to the strength of our promotions and all the additional activities One Stop provide for seasonal events. One Stop incorporates both retailers and customers into all their plans. We had free Easter eggs for staff and customers and fun active-sells with prizes, but for us, the most rewarding part of the Easter season was the colouring competition for local children which we organised with One Stop’s support, as they provided us with all the materials for the competition. We had over 30 entries and posted them all in the shop window which created an Easter Art gallery. The parents really appreciated their children’s efforts being showcased and it proved a great talking point with customers. Staff dressed up as the Easter Bunny to hand out winners prizes and chocolate eggs to all entrants, this helped towards us winning vouchers from One Stop for best in store theatre which we shared amongst the staff. For me this is where the One Stop model differentiates itself, they encourage you to constantly engage with your staff and with your local community, their support is second to none.”
Husband and wife Shelley and Anu Goel of Gospel Lane took advantage of the longer Easter season to substantially increase their volume of Easter Confectionery sold. Notably, Shell Eggs delivered a 66% increase in sales on the year with mix changes providing an increase in average sell price of 13% to £1.84. Shelley and Anu sold the largest volume of Easter and filled eggs at 5,275 and saw a huge sales uplift YOY of 39%, proving that size doesn’t matter as his store stands at just 1,200sq ft. Shelley commented on their performance: “We sold over 3,000 eggs last year, so to put two thirds of growth on to that is amazing! We also sold out of our Easter flowers and cards within two days. You must be brave and trust One Stop’s trade plan; I didn’t question the move to more premium eggs or pouches because I trust in their expertise. My wife and our team are the stars of the show, their great customer service is why we sold so much more this year, they ensured customers could buy everything they wanted with us, without having to go anywhere else!”