Mars said that the cash counter displays for grocery retailers addressed a problem identified by a 2012 Envirosell study that found 59% of shoppers did not consider checkout purchases because they didn’t notice anything or didn’t think about it.
“To increase confectionery sales at the front end, the merchandising must capture shoppers’ interest,” said Susan Gwinnett-Smith, vice president of Grocery/Retail for Mars Chocolate North America.
“The new LED racks attract attention and encourage confection sales. Instead of looking at their smart phones while in the checkout lane, shoppers now look at the racks.”
LED displays have previously been used in grocery aisles for fresh foods and cosmetics.
Mars said that its LED cash counter displays raked in more confectionery sales for grocery retailers regardless of brand or pack size, based on its January 2013 trials in test markets.
“The front end is critical – it’s a retailer’s last chance to make a good impression with shoppers,” says David Kennedy, vice president of US Grocery at Wrigley. “These bright racks look more inviting and appealing.”
Checkout confectionery, with the exception of sugar free gum, has come under intense scrutiny from health groups by purportedly offering tempting and unhealthy choices for children.
In the UK, most of the major supermarkets have gone confectionery-free and the Center for Science in the Public Interest (CSPI) has hit out at US retailers for stocking confectionery at checkout counters.
However, convenience stores have come under less pressure than supermarkets.