Lighting up Diwali Sales
With 65% of retailers stating that boxed chocolates are most commonly bought as a gift during Asian festivals1, Ferrero will continue to help retailers provide their shoppers with the essentials they need during the popular Hindu and Sikh festival - Diwali.
Diwali, which falls on the 19th October this year (and celebrated by many as a five day festival), will see over 800,000 Hindus and 500,000 Sikhs in the UK look for special gifts to share and give to families and friends.
Research carried out to understand the opportunity that Asian festivals, such as Diwali or Eid can offer retailers, showed that 71% of retailers did not actively engage around the occasion with their customers. Ferrero aimed to demonstrate the significant sales opportunity by partnering with retailers across the UK to help grow their businesses during Asian festivals.
Results have shown that with Ferrero’s help to create gold standard in-store executions, including stand-out point of sale, promotional activities and advice; retailers are able to significantly increase their sales – by an average of 27%. Retailers also found that by making this occasion unmissable, more of their customers were getting involved with the celebrations, which also helped to drive sales.
Zara Saleem, Floor Manager at Supersave, Hendon comments: “We really enjoyed working with Ferrero. They provided some great point of sale options, not only for our shelves but also the till point. Compared to the previous year, we saw a 30% uplift in sales, which just goes to show that occasions like Diwali are a really great opportunity for us to grow our sales. We’re also planning to launch a website for our store next year, which we’re keen to use in order to incorporate occasions such as Diwali, so that our community and customers are aware of any upcoming occasions.”
Levi Boorer, Customer Development Director, comments: “Ferrero Rocher touches a chord with people of all ages and its golden uniqueness makes it the perfect gift during Diwali. Investing in the research and seeing the strong results from the retailers in return just cements the opportunity that is present for boxed chocolates during Diwali and in the lead up to Christmas.
“It is important that retailers plan in advance to keep up to date with what events are coming up in-store and look for ways to maximise them further. Whether it’s by creating theatre in-store, secondary sightings or via social media channels it is important to let your community know about occasions that are upcoming so you can get the most out of your sales during this period.
“Ferrero is committed in helping retailers get the most out of occasions and will be supporting Diwali with bespoke POS solutions this year, encouraging retailers to ‘Celebrate Diwali with Ferrero’. Please let us know how your activity went and share photos of people taking part. You can get in touch via email@example.com.”
 Ferrero External Research Project 2015, 1000 sample size of retailers
 Ferrero External Research Project, 2016