Sasi Patel, Go Local Extra, Manchester: We stock the Original and Blackcurrant varieties of Fisherman’s Friend, and it is predominantly bought by our elderly customers. When someone comes in the store looking for a quick fix, we tell them about Fisherman’s Friend. It’s a strong seller and a good soother for a tickly or sore throat.
I’d recommend all retailers give it prominent counter space in winter, so that when someone sees it, they’re more likely to pick it up – just because it’s Fisherman’s Friend and they know and recognise it. Packaged in paper, Fisherman’s Friend has a premium feel.
Amy Sohal, Ken’s Convenience Store (Premier), Winsford, Cheshire: I stock Fisherman’s Friend Original and it’s merchandised at the front of the counter where all our cough sweets are to drive impulse sales. Sales are steady, and they particularly appeal to our older customers. If an elderly customer comes in unwell, they naturally gravitate towards products like Fisherman’s Friend.
We actively talk to our customers about the strength of the lozenge as this can help soothe their symptoms and is a key driver. Most of our sales are during the winter and our shoppers do choose Fisherman’s Friend over its competitors. However, we notice summer sales, too. It’s a year-round product.
Vince Malone, Tenby Stores and Post Office, Pembrokeshire: Fisherman’s Friend is a must-have for people that want it and there’s not many alternatives that compete in the market. The packaging is very unique and it’s easy for customers to identify when they come in store. We stock Fisherman’s Friend Original and find that it’s mainly bought by our older customers.
Retailers looking to drive sales should make sure their winter remedies display is easy to shop, with clearly segmented sub-categories. Your home remedies category can get lost in your store, so make sure it stands out and signpost it. It’s a core product to stock that sells year-round.
Dipak Shah, H & R News, Surrey: We stock four flavours of Fisherman’s Friend: Original, Cherry, Blackcurrant and Honey & Lemon. This is because we have a predominantly older shopper base, and the brand is a must-stock for them. We currently have them on a stand on the bottom shelf, but in our next range review we are changing its location to make it more prominent for customers and easier for them to pick up.
My advice to retailers: be active in selling this product and recommend it to customers. It’s a brand you can trust, and personal recommendations always help drive sales.
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