Home' Convenience and Impulse Retailing : CAI Feb-Mar 2018 Contents 26 February/March 2018 | C&I | www.c -s tore.com.au
“Allen’s will be launching a number of exciting new products in
2018. In February we launch the latest addition to our ‘Fruits &
Ms Stewart said that currently, Allen’s is the number one market
leader in lollies in the convenience channel with 99% brand
awareness and loyalty significantly higher than any other brand
in the category.
According to the Australasian Association of Convenience Stores
(AACS) State of the Industry Report (SOI), due to the relatively
small space available in store, the P&C channel can be perceived
“But this can be an advantage for suppliers when it comes to
NPD,” it reported.
“Confectionery, and indeed impulse snacks more generally,
rely on the “new news” of innovation (mostly flavour rotation)
to give consumers reasons to keep coming back and spur
SHOWCASE THE SUGAR
As previously noted, 65% of sugar confectionary shoppers in
C-stores do not plan to make a purchase. With this in mind, it
is crucial to ensure that all products are displayed correctly with
visible pricing labels, to ensure those 65% of customers have
access to their impulse purchases.
Ms Stewart said as lollies are such an impulsive category, putting
them in aisles can negatively impact sales performance.
“Medium lolly bags are the biggest sub-segment in both grocery
and convenience channels,” she said.
“To maximise sales, place lolly bags on the ‘window run’, which is
the way customers walk from going into a store to the front counter.
“For single consumption lines such as Lifesavers, ensure it is on
or under the front counter.”
The AACS SOI said the petrol and convenience sector is a good
place to expose customers to NPD in “dedicated zones”.
“New products are more easily noticed within smaller in-store
environments,” it reported.
“Leveraging the inherent easy browsing advantage of smaller
scale P&C stores, BP has been using end-of-aisle gondolas to
draw attention to the newly introduced products.”
Increasingly, more and more C-stores and companies are
realising that consumers don’t always want the ordinary, and that
sometimes having options from around the world is the way to.
Khaled Magableh of the Queen Street Ezymart in Melbourne, saw
the appeal of importing confectionery from various parts of the
world to draw customers in.
The store – which is open 24 hours a day, seven days a week is
staffed by four full timers and two casuals. It has been designed
in such a way that the first thing that greets customers is a
dizzying array of confectionery from nearly all corners of the
world. There are lollies and chocolates from places including the
UK, United States, Switzerland, Germany, Belgium, New Zealand
and South Africa.
“We put on a great display at the front and really try to draw
customers in with our lollies and chocolate,” said Mr Magableh.
“We have some things that customers have never seen before and
we have had customers come in and buy the whole shelf full of
goods because they say they don’t know when they will get the
chance to get that particular product again.”
Having enticed new customers into the store to perhaps make
an impulse purchase they hadn’t planned on, EzyMart is keen to
ensure that they buy something more than a lolly or two.
Lollies and sugar confectionery have proved to be a good
option for retailers to get extra sales from customers. Putting
products on sale and making them easy to access and
purchase is a great way to boost sales. Continued innovation
ensures that there is almost always something new for
consumers to taste and try, knowing your customer and the
current trends will be of great benefit to any C-store. C&I
* Convenience and Impulse Retailing would like to thank Nestlé, Convenience Measures Australia
and IRI Worldwide for their contributions.
a number of
Sugar confectionery offers so many colourful choices and flavours!
Graph provided by Nestlé
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