As inflation causes customers to tighten their spending, many are seeking value pricing and deals.
Whether it’s two-fer promotions on gum and mints or mix-and-match pricing on king-sized candy bars, promotions are key to encouraging customers to not only make an impulse purchase but to buy more candy products during their c-store visit. Afterall, customers still like to treat themselves, and an affordable indulgence can be irresistible, especially when customers have been cutting corners in other areas.
But first customers need to know the promotion exists. While special racks and fixtures featuring the promotion can help grab customer attention, signage around the store and upselling from the sales associate can best help customers become aware of new promotions. Blast out coupons through your loyalty app and post about the promotion on social media and your website to further drive awareness. Some c-stores use geotargeted messages or coupons in-store to further drive impulse purchases. Especially as more customers turn to online sales, marketing promotions in an omnichannel way is becoming more important.
Promotions can go beyond traditional two-fer deals to also include bundling with foodservice and/or beverage items to build baskets across categories. For example, offer customers a discount on a standard-size candy bar when they purchase a slice of pizza and a fountain drink. Consider a discount on a king-sized candy bar when customers purchase a large coffee or a discount on a peg bag when customers buy a fountain drink.
To better drive impulse sales, cross-merchandise the candy segment and promote the candy deal across the store.
As supply chain disruptions continue, if your promotion focuses on a specific brand, make sure your stores are promoting items they have in-stock. Speak with your supplier companies about your needs and customer demands. They can help you maximize success through promotional offers.
