? Opportunities for incremental and impulse purchasing are not being realised. It is important to create excitement in the aisle through the use of point-of-purchase material to engage the shopper in the category and encourage browsing.

? Maintain consistency of the merchandising for the "grab and go" shoppers and introduce signage to help the shopper navigate the display.

? Ensure the whole category and the shelves remain fully stocked as shoppers will swap brands or they will go elsewhere to buy their favourite brand in out-of-stock situations.

? In this sector it would make a lot of sense to use seasonality and events to promote relevant drinks as the weather and outdoor occasions lend themselves well to the soft drinks fixture.