Merchandising matters. We might be buying more chocolate and sweets online, but the impulse channel still accounted for £3.3bn in confectionery sales in the past year [Kantar Worldpanel 52 w/e 25 May]. Standing out from the crowd in store is still vital.
The article is part of our Confectionery Report 2014.
“More than a third (37%) of confectionery impulse purchases are prompted purely by seeing the category and half of confectionery shoppers are influenced at the fixture,” says Mars retail excellence director Tony Lorman, quoting research carried out by the company. “This emphasises the importance of an exciting and impactful display.”
That’s why Mars is rolling out new Chocolate Factory POS display units throughout the summer, a move aimed at drawing attention to a retailer’s entire chocolate fixture. “Impactful display is a great way for retailers to sustainably grow their confectionery category,” adds Lorman.
Meanwhile, Mondelez has been rolling out gondola end displays to support Marvellous Creations and last Easter the Egg n Spoonz seasonal range received similar in store support.
The company says it has also used on-pack promotions such as the Unwrap Joy campaign, which gave shoppers the chance to win a sculpture of whatever gives them joy, to drive impulse sales.
Others are going further, says joint MD of retail agency M Worldwide David Martin, tipping Ferrero Rocher, which has suspended sculptures from ceilings and developed its own standalone displays, as an innovator in this field.
“Most suppliers use colourful cardboard to bring new launches and events to life but some are being more creative” he says. “Suppliers increasingly are looking to hit shoppers’ ‘emotional buttons’ with surprises, sensory experiences and promotions that nudge behaviours.”
Back to Confectionery Report 2014.
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