The challenge
A global confectionary brand wanted to increase sales in convenience stores by helping retailers to attract new buyers.
Our approach
We combined in-store observation with shopper interviews at the aisle to explore how our client could use POS and packaging more effectively to stimulate impulse purchase.
The insight
Most of those that did buy confectionary on impulse had visited the store to buy a beverage. A third of shoppers visiting the confectionary fixture did not buy anything, usually due to too much variety and a misplaced focus on price.
Impact
We recommended locating the confectionary display on the way to the beverage fixture, reducing the number of SKUs to focus on high-volume lines and focusing POS messaging on craving and indulgence. Category sales increased by five per cent in tests, and the measures were rolled out across the store network.
Thumb Image
