Five ways HFSS will revolutionise retail estates

Five ways HFSS will revolutionise retail estates

Home » Five ways HFSS will revolutionise retail estates

Bricks and mortar retail has faced its fair share of major disruptors in recent years, from the emergence of e-Commerce, to in-store shopping experiences and digital transformation. Here, we shine a spotlight on the latest of those, the Government’s legislation to restrict the promotion of products high in fat, salt or sugar (HFSS), and explore the potential implications for the store of the future.

Post By Craig Bennett -

Re-positioning of displays

With HFSS regulations prohibiting unhealthy promotions being featured in key locations, such as at checkouts, store entrances, aisle ends and their online equivalents, as well as multibuy promotions such as ‘buy one get one free’ or ‘3 for 2’ offers on these products, the grocery sector will have to re-imagine their in-store displays.
As stand-alone gondola ends are removed and prominent entrance displays are restricted, mid-store locations will gain greater significance. In-aisle feature bays (or half-bays) are likely to be created in order to allow confectionery, crisps and cake brands to launch new products and run promotions. Of-course, brands must ensure all display areas abide by the letter of the law, mitigate the risks posed by HFSS, and provide brands with the critical feature space they desire.

Time to get creative

With footfall in new in-aisle and mid-store areas likely to be lower than on aisle ends or at the store entrance, grocery brands will have to get more creative with their feature space to maximise sales opportunities.

Standard shelf space will become a critical battleground as suppliers jockey for the best position and aim to leverage the maximum linear footage from existing category space on shelf. As a result, making the existing category shelf space work harder is going to be a critical challenge for retailers, meaning a creative outlook will be pivotal to success.

Reduced checkout areas

As of October 2022, HFSS products will not be able to be positioned within 2 metres of checkout tills, at the ends of aisles, in island bins at the end of aisles, or near store entrances.

Retailers, therefore, will have to reconceptualise their commercial spaces to reduce checkout areas, re-locate displays specially designed for close proximity to tills, and make space for more shelving and permitted promotional areas.

Embracing digital

The influx of intuitive technology continues to reshape retail stores, changing the very perception of how consumers purchase products in-store, and remodelling commercial properties throughout the UK. As retail professionals are forced to re-think how they display products from HFSS brand partners, digital transformation could hold the key.

Whether that takes the shape of large-scale, digital screens, holograms projecting three-dimensional imagery into the air to showcase products and provide customer information, or electronic shelf labels, remains to be seen, but one thing’s for sure, technology will undoubtedly prevail.

Partnering up

As retailers seek to roll-out extensive estate wide transformation programmes in a constricted timeframe ­– with new legislation coming into force from October 2022 – we expect to see more brands utilising the expertise and knowledge of outsourced commercial partners.

An experienced single provider of end-to-end services, such as Sigma, can efficiently manage transformational programmes across entire retail estates, delivering exciting and progressive new store concepts within agreed timescales, pre-determined budgets and with minimal disruption to facilities and occupants.

Over 20 Years Experience

See how Sigma can help you navigate the complexities of HFSS regulations, and seamlessly and cost-effectively deploy complex transformational programmes across your estate, in order to realise the potential of your space. Get in touch below:

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