Page 47 - Conveniece World Magazine Nov/Dec 2020

that are brought to market.” To ensure the brand remains relevant the confectioner selected its new lolly range’s final 10 flavours based on consumer favourites reflected in their votes. “Our new lolly range has been the most successful product launch we have had to date, and I believe it is due to having our consumers involved in the decision- making process,” Ms Proctor said. “This was the best approach for us as it gave us a greater understanding of what the bestsellers would be.” As to the impact of the pandemic, Ms Proctor says the biggest change the confectioner has seen is the increase in online sales during lockdown. “As most states in Australia reverted to a new normal, consumers started buying in-store again,” she said. “Budgeting has come up as a big factor for confectionery because when consumers face financial constraints they look at essential versus non- essential items, with confectionery falling into the indulgence category.” Despite these constraints, the confectioner actively markets its products through its social media platforms. “We want it to be very clear where our products are sold in-store locally. This is because we have found over time that consumers prefer shopping at their local convenience stores compared to our online store, which factors in shipping costs.” Most of The Rocky Road House’s products hold shelf space, with a few stores making use of the confectioner’s POS stands, Ms Proctor says. “The POS stands make for a great marketing look, slim-line but effective.” Confectionery manufacturers are also following through on projects that show their concern with the environmental implications of choices. CONFECTIONERY NOV/DEC, 2020 CONVENIENCE WORLD 45