NOCO Express Benefits From Xenergy Promotion

The New York retailer reports more than a 50% increase in Xenergy sales during 2010 promotion.

NOCO Express, a convenience store chain with 34 locations in New York, and XYIENCE ended 2010 on a successful note: a 58% increase in sales for Xenergy, XYIENCE’s sugar and calorie-free energy drink brand.

The sales spike resulted from a text message-based sweepstakes that ran in 32 participating NOCO locations from Nov. 1-30, 2010.  The promotion required no purchase for entry, and the grand prize was a 42-inch HD television.  Both NOCO and XYIENCE agree that the promotional pricing of two-cans-for-$3 for Xenergy Premium, as well as effective in-store signage and product displays, drew consumer attention and prompted sales.

“The goal was to increase the brand awareness of Xenergy among our customers and we are very pleased with the results,” said Terry Messmer, NOCO Express’ director of merchandising.  “Xenergy has a strong flavor profile, which resonates with our customers who have come to trust NOCO to deliver a convenient and quality shopping experience.”

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“On the retail level, NOCO’s team executed the promotion perfectly –it’s the enthusiasm and support at the retail level that makes a no purchase required promotion result in a big increase in sales,” said Reuben Rios, XYIENCE’s vice president of U.S. sales. “Brand awareness in the Northeast is steadily increasing for Xenergy. It’s retail partners like NOCO who work with us in the development of promotions that are most effective for their market who are responsible for the success we are experiencing.”

NOCO shopper Gary Koster of Williamsville, N.Y., took home the grand prize.