Confectionery
Confectionery - Best Practice
As part of their Convenience Tracker Programme (CTP), him! Research have provided ACS with an up-to-date best practice checklist for the confectionery category. The following is based on their most recent research in which they surveyed 30,000 shoppers across the UK.
Are you making the most of this category?
1. Confectionery should be merchandised in a highly visible location.
2. Display top selling lines nearest to the counter and king-size products above standard making it easier for shoppers to buy the larger higher priced variant.
3. Follow a recognised industry confectionery planogram – the leading manufacturers of confectionery (Mars, Cadbury, Nestle Rowntree) all produce planograms based on extensive research and consumer understanding that will usually generate far greater sales through understanding the ranges that shoppers want and displayed with an understanding of how they shop the fixture.
4. Top sellers should be merchandised nearest the counter in the impulse channel – this will further increase impulse sales.
5. Use more theatre/fun to attract higher awareness of confectionery. In many c-stores confectionery looks tired and uninteresting.
6. Concentrate on 100% availability of top lines - confectionery remains the key impulse category in the c-sector, and 100% availability is key to drive sales.
7. At Forecourts, use pump nozzle or Pump housing POS to create shopper awareness immediately prior to them entering the shop to stimulate extra impulse.
8. Introduce healthier options – (is sugar growing and choc reducing because of sugar focus?)
9. Add healthy snacks to confect fixture
10. Make sure fixtures reflect sales and multi-face bestsellers.
11. Use EPOS to analyse busy times of year and make sure you stock up in advance e.g. week leading up to Valentines Day, Independents sales of boxed chocs increased by approx 60% in value terms.
For more help and information with this category contact Cadburys Trebor Bassett, Nestle, or Mars.
Download the Cadburys Schematic for Confectionery here:
Cadburys Schematic