1) Define the tea category

Clearly indicate where a category begins and ends. Create a clear block for your shopper to look at without products drifting across shelves.

2) Define the sectors within the category

Your shopper will only give your fixture a few seconds, so grouping segments together will help the shopper find what they want quickly.

The category is made up of four main sectors, listed below.

• Everyday - Your normal cup of tea, like Tetley 80 Tea Bags or PG Tips 80s
• Speciality - Teas such as Earl Grey, English Breakfast, Assam and Ceylon, for example Twinings Earl Grey, Tetley English Breakfast
• Fruit & Herbal - Teas such as Peppermint or Camomile, there are many variants, for example Tetley Camomile Smile or Twinings fruit selection
• Green Tea - Products based on non-fermented green Tea, for example Jacksons Green Tea or Tetley Green Tea and Lemon#

3) Less is more

Make it easy: Your shopper will decide in a split second.

• Don't overcrowd the fixture with too many products
• Don't stock products that will gather dust even if they are on deal
• Make sure that the fixture is neat and tidy so shoppers can find what they want easily

4) Complementary categories

The tea section can be used to generate additional sales in complementary categories. Categories such as biscuits or other impulse areas can see a boost if placed near or adjacent to tea.

The perfect range

How you lay out your plan is of course affected by the range you have. In tea, what people drink does vary by region, so its important to understand what brands will work for you range for your region.

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