Mars Chocolate North America says that convenience stores are failing to achieve sales spikes enjoyed by other trade channels during seasonal periods because they have yet to optimize seasonal merchandising.
Speaking at the 2013 NACS (Association for Convenience & Fuel Retailing) show last week, Tim Quinn, vice president of Trade Development for Mars Chocolate North America, offered best practice tips for c-stores to promote seasonal candy during sporting events, Halloween, Easter, Christmas and Valentine’s Day.
He said that while chocolate sales in multi-outlets peaked during Valentine’s Day, Easter, Halloween and Christmas, c-store chocolate sales were relatively flat throughout the year because they failed to embrace the events.
According to IRI Info Scan, c-stores account for 24% of non-seasonally wrapped chocolate, but the channel only makes up 3% of seasonally wrapped chocolate sales
Quinn said that c-stores should create permanent off-shelf seasonal fixture space and should place top selling seasonal brands near checkouts to encourage impulse purchasing. He also urged the channel to take advantage of manufacturers’ point of sale materials to create excitement in stores.