Reflecting on the last time you stepped into a convenience store, you might recall the familiar scene of a coffee corner, shelves stacked with quick grab snacks, racks of magazines, and rows of refrigerated glass doors brimming with chilled drinks and cold meals. But what often goes unnoticed are the carefully placed items along the path from the entrance to your intended destination. These are the products convenience stores strategically position to boost basket sizes and increase profitability. Snacks and candy sales play a crucial role in the bottom line, typically carrying higher-than-average profit margins. Interestingly, around 47% of these purchases are unplanned or impulsive, and over 80% of them are consumed within an hour of purchase. Customers who make these kinds of purchases are usually primed to buy whenever they enter the store—they just need a little nudge. Here are three tips to encourage more impulse and intentional buys.
Temptation
When customers walk into a store, they often have a specific goal in mind—whether it's grabbing a cold drink or a quick meal. To maximize opportunities for snack and candy sales, you need to draw attention to these products and tempt them with something sweet or savory to satisfy their cravings. Place these items strategically along the route to key destinations such as the refrigerated beverage section, the fresh food station, and even near the checkout counter. Any spot where customers pause for a moment is ideal for showcasing these tempting treats. Setting up a display of your top-selling items right at the checkout counter provides one final chance to entice them into making that extra purchase and increasing their basket size.
Maximizing the Checkout Experience
The checkout counter is where customers spend a significant portion of their time in the store. Approximately 17% of a customer's time in a convenience store is dedicated to the checkout process, with 23% of snack and candy sales occurring during this time. This makes the checkout counter an excellent opportunity to drive impulse purchases. Take the time to optimize this area for maximum impact. Consider these strategies:
- Counter Unit: With limited space, prioritize showcasing your best-selling items and brands here. About 75% of candy sales from a counter unit are incremental, partly because customers are already in a mindset to buy. In addition to candies and snacks, if you have enough counter space, a merchandised fridge stocked with popular cold drinks can drive additional beverage impulse buys. For those with a sweet tooth, featuring fresh baked goods in a self-serve dome at the counter allows customers to help themselves while you charge a premium for the quality.
- Under The Counter: Once your counter space is fully utilized, consider adding product displays beneath it. This area can complement the counter display and is also an excellent spot to repeat top sellers and include items that don't fit well on the countertop. Merchandising snacks and candies under the counter has been shown to increase sales by 10-12%, with 36% of customers converting into buyers at the front end of the store.
- Checkout Queue: While convenience stores aim to get customers in and out quickly, studies show that creating a brief waiting area can increase countertop purchases by nearly 56%. If you're investing in optimizing your checkout counter, consider adding a beverage cooler or additional snack display. A slight delay in the checkout process can work in your favor, giving customers more time to notice and act on their impulses.
Show Me A Sign!
Clear, straightforward signage is essential to communicate effectively with customers. While it may seem obvious, using simple and easy-to-read signs to promote special offers or tempt customers with snacks can significantly boost impulse purchases. One of the most common issues in convenience stores is a lack of sufficient signage directing customers' attention to desired products. Many store owners rely on manufacturer-provided point-of-purchase signs, which may not always align with the store's best interests. Promoting bundled or price-driven offers directly next to the product ensures customers notice the deal and can decide instantly. Complicated or unclear signage will fail to inspire action, and failing to advertise a promotion is akin to not offering it at all.
When customers walk into your store, they're prepared to make a purchase. Adding a small but profitable impulse item to their basket costs far less than acquiring new customers. A little effort and investment in equipment can yield substantial returns. Convenience stores have the unique advantage of positioning themselves to influence purchasing decisions at every turn. By focusing on strategic placement, compelling signage, and optimizing the checkout experience, you can drive more sales and enhance profitability.
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