Our client, a global confectionery brand, wanted to drive growth through increased sales in convenience stores by helping retailers to improve their sales by attracting new buyers. They needed a detailed understanding of how point of sale material and packaging could be used to stimulate impulse purchasing in the category and how to improve merchandising.
A combined approach of in-store observation and interviews at the aisle revealed that over a third of shoppers who visited the confectionery fixture did not buy anything, often due to too much variety. Point of sale material focused on price, but in convenience stores price was not the most influential purchase trigger. A further opportunity identified that most confectionery impulse buyers visited the store to buy a beverage.
We recommended that the confectionery aisle be located on the way to the beverage fixture. To simplify consumers’ purchase decisions and reduce shopper confusion we advised the client on how to reduce the number of SKUs so as to focus on high volume lines. We also suggested they should display the lines vertically. Guidance on how point of sale material could trigger impulse purchasing provided clear focus on craving and indulgence messaging and less emphasis on price.
Precise plans for growth
Our recommendations were implemented in a controlled store test and category sales soon increased by over five percent. The recommendations that led to success were promoted across the convenience store network.
For more information please contact Barry Lemmon.