I was walking through a convenience store the other day, and I couldn't help but notice how strategically everything seemed to be placed. You likely remember the usual suspects: the fridge filled with drinks, the snack aisle, and the magazine rack. But what you might not realize is how carefully the store arranges certain items to boost sales. Candy and snacks are a huge part of the c-store business model. These products often come with high-profit margins, and a significant portion of these sales—about 47%—are unplanned or impulsive. Most of these purchases happen within an hour of the transaction, meaning the customers who buy them are likely to keep coming back for more. All they need is a little push. Here are three ways to encourage more impulse buys.
Sweet Temptations
When people walk into a store, they usually have a specific goal in mind—like grabbing a cold drink or a quick snack. To get them to consider buying something sweet or salty, you need to make sure these items are hard to miss. Place them in key spots along the path to popular destinations like the beverage fridge or the checkout counter. Any moment when customers pause can be an opportunity to tempt them. For instance, placing your best-selling snacks right next to the register gives you one last chance to increase their basket size before they leave.
Maximizing the Checkout Area
The checkout counter is a hotspot for impulse buying. Customers typically spend around 17% of their time in the store here, and this accounts for about 23% of snack and candy sales. So, it's crucial to optimize this space. Consider these ideas:
- Counter Units: Display your top-selling items here since customers are already in the mindset to buy. If you have extra room, add a small fridge for cold drinks to boost beverage sales. And for those with a sweet tooth, a self-serve display for fresh baked goods can increase your profits.
- Under the Counter: Once your counter space is full, think about adding displays underneath. This hidden space can complement your main display while offering a second chance to sell the same top performers. It's also a great spot for products that don't fit well on the counter.
- Queuing Area: While convenience stores aim to keep lines short, studies show that creating a brief wait time can actually increase impulse buys by up to 56%. So, if you're investing in merchandising your counter, consider making the queue a place where customers can easily pick up snacks or drinks.
Signage That Speaks Volumes
One of the most overlooked aspects of driving impulse sales is effective signage. Simple, clear signs pointing out promotions or new products can make a big difference. Many stores miss out because they rely solely on manufacturer-provided point-of-purchase displays, which aren't always tailored to their specific needs. If you're running a special offer, make sure it's clearly visible near the product itself. Complicated or unclear signs won't catch the customer's eye. And if you're promoting a deal without signage, it's as good as not having the promotion at all.
When someone walks into your store, they're already in a buying mood. Adding a small, profitable impulse item can make a big difference without requiring a lot of extra effort. A bit of strategic placement, a few clever displays, and some smart signage can help you cash in on those last-minute decisions.
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