Barbecue sector undeveloped, says Weber

Weber managing director John Cooper has said successful trading in the barbecue sector in 2013 will depend heavily on powerful, focused marketing and well-trained fully engaged store staff.

He added: "The total market in the UK and Ireland is dramatically underdeveloped and our strong conviction is that it should be at least four times its current size.

"Our experience has shown that employees who become barbecue experts have a significant impact on sales, so specialised training is well worthwhile.

"Creating a bit of theatre in store through siting great point of sale or utilising the Weber Experience Barbecue Roadshow are excellent ways to stand out from the crowd.

"The latest research shows that high-impact blocked display areas have a major influence on the final purchase decision for consumers when they are likely to trade-up from or add to their initial pre-planned purchase, so helping them do just that through clear and clever merchandising is vital."

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